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EPR Authorised Representative (EU) for Packaging

Appoint an EPR Authorised Representative to place packaging on the EU market with confidence. Stay compliant with the Packaging & Packaging Waste Regulation (EU) 2025/40 (PPWR). If you place packaged products on the EU market from outside the customer’s country, you may need an EPR Authorised Representative (AR) in each Member State where you first make those products available. Lovat sets up and manages your AR appointments and your ongoing EPR packaging compliance in one simple workflow.

EPR Authorised Representative
at a glance

Who needs an AR
When
Where
Non-resident “producers” (incl. importers, distance/remote sellers and brand owners) may be required to appoint an Authorised Representative in the Member State of first placement.

PPWR applies from 12 August 2026; preparation should start now to avoid supply-chain disruption.

Coverage available across the EU; expansion to EEA and UK on request.

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What is an EPR Authorised Representative

An Authorised Representative (AR) is a person or company established in an EU Member State who is formally mandated to carry out a producer’s packaging obligations locally—registration, reporting, communications with authorities/PROs, and record-keeping. Under PPWR, Member States require registration of producers and allow or require appointment of an AR for producers not established locally.

Who needs an AR under PPWR (EU) 2025/40

You’re likely to need an AR if any of the following apply:

  • You’re not established in the Member State where you sell and you place packaging or packaged products on that market (including via e-commerce/remote sales).
  • You import into an EU Member State but are established elsewhere.
  • You’re a brand owner or manufacturer selling DTC into multiple EU countries.

Tip: Many sellers assume one AR is enough for the whole EU. It’s not. Appointment is Member-State specific and must align with where first placement occurs.

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How Lovat helps

Country assessment
AR appointment & onboarding
PRO selection & contracts
Data pipeline & reporting
Ongoing management
We map where “first placement” occurs, confirm local AR expectations, and determine whether you can appoint via your PRO or need a standalone AR.Your EPR Authorised Representative handles registrations, reporting and ongoing communication with authorities.

We draft the mandate, provide/introduce vetted AR entities, secure KYC, and register you in each national producer register.

We match you to the right Producer Responsibility Organisation(s) and complete enrolment.

We connect your order/warehouse/ERP feeds, calculate material splits by packaging component and submit reports. Audit trail and document retention included.

We handle renewals, eco-fee payments, declaration of conformity updates, and keep you current with PPWR changes.

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What’s included

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AR mandate drafting & execution

National producer registration(s)

PRO onboarding and liaison

Submission of annual/quarterly packaging reports

EEco-fee calculation and payment coordination

Record-keeping and authority responses

Dashboard for status, deadlines, registrations and certificates

EPR Authorised Representative country coverage list

  • European Union (27): Full coverage via Lovat or our in-country representatives.
  • Optional: EEA states and the United Kingdom on request.

Need a specific country now? Tell us where you sell; we’ll confirm AR feasibility, lead-times and any language/legal specificities.

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Timeline to be ready for 12 August 2026

1
Now – Q4 2025: Data readiness (materials/weights), SKU mapping, country scoping.
2
Q1–Q2 2026: AR appointment(s), registrations, PRO contracts.
3
By July 2026: Test data flows and pre-file packaging declarations.
4
From Aug 2026: Live reporting under PPWR; continuous monitoring.

Pricing

Simple, transparent pricing per Member State, with volume-based discounts for multi-country setups.

EPR Authorised Representative benefits with Lovat

Regulatory accuracy

Our team monitors PPWR delegated /
implementing acts and
national
updates.

our clients

Speed

Typical AR appointment package prepared within days once KYC/data are complete.

our clients

Scalable automation

One dataset →
many countries; reusable templates, APIs and
bulk
uploads.

our clients

Audit-ready

Secure document room; standardized traceability for authorities
and
marketplaces.

our clients

What we need from you

  • Legal entity details, VAT/EORI (per country where applicable)
  • Product & packaging Bills of Materials, component weights and materials
  • Sales channels & fulfilment flows per country (first-placement mapping)
  • Any existing PRO memberships and registration numbers
  • Authorised signatory for AR mandates
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Frequently asked questions

Authorised Representative requirement by country

In most cases, a packaging authorised representative is appointed per Member State. If you are not established in a Member State where you first place packaged products on the market, an AR is typically needed in that country.

PPWR status and application dates

PPWR was published in January 2025 and applies from 12 August 2026. Some obligations phase in later; we’ll guide you on milestones.

AR and PRO difference

No. The AR is your legal proxy for regulatory obligations in a country. A PRO (producer responsibility organisation) is a scheme you join to finance collection/recycling. You may need both.

Marketplaces (Amazon, etc.) and AR responsibility

Marketplaces often require you to prove compliance but do not provide an AR for your brand. Sellers remain responsible unless a contract explicitly transfers obligations.

Risks without AR appointment

You risk refusal of registration, sales disruption, fines, takedowns from marketplaces, or blocked imports.

Lovat as AR service

Yes—either directly in certain markets or via our vetted partner representatives. We manage the full process and remain your single point of contact.

Get started

Ready to appoint an EPR Authorised
Representative?

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