When does the EU Packaging Regulation require reusable cups at events?

The EU Packaging and Packaging Waste Regulation (PPWR), adopted in 2024, requires that by 2027, food service operators at events and venues with a seating capacity above 100 must offer customers the option to bring their own container and must make a percentage of packaging available in reusable format. By 2030, at least 10% of beverages must be sold in reusable packaging within reuse systems.

Has Sweden already banned single-use plastics?

Yes. Sweden transposed the EU Single-Use Plastics Directive into national law. As of 2024, single-use plastic cups, food containers, and other items covered by the directive are banned or subject to reduction targets. Sweden's implementation is among the more ambitious in the EU, with additional national measures targeting event venues.

Published March 27, 2026 · 8 min read

EU Single-Use Plastics Directive: What Event Organizers Need to Know

Q: What does the EU Single-Use Plastics Directive ban?

The EU Single-Use Plastics Directive (Directive 2019/904) bans specific single-use plastic items including cutlery, plates, straws, stirrers, balloon sticks, expanded polystyrene food containers, and expanded polystyrene cups. It also requires EU member states to achieve a measurable reduction in the consumption of single-use plastic cups and food containers by 2026.

If you run events, manage an arena, or operate food service venues in Europe, the regulatory landscape around single-use packaging is shifting fast. Two major EU regulations — one already in force, one coming in 2027 — are about to fundamentally change how beverages and food are served at scale.

This guide breaks down what's happening, what it means for your operations, and what solutions exist.

The Two Regulations You Need to Know

1. EU Single-Use Plastics Directive (Directive 2019/904)

Adopted in June 2019 and transposed into national law across EU member states, this directive targets the ten most commonly found single-use plastic items on European beaches.

Already banned: Single-use plastic cutlery, plates, straws, stirrers, balloon sticks, expanded polystyrene food containers, and expanded polystyrene cups.

For cups and food containers made of other plastics, the directive requires:

Measurable reduction in consumption by 2026 (each member state sets its own target)
Marking requirements on products that contain plastic
Extended Producer Responsibility (EPR) — producers pay for cleanup costs
Awareness measures — informing consumers about reusable alternatives

2. EU Packaging and Packaging Waste Regulation (PPWR)

Adopted in 2024, the PPWR goes significantly further. It introduces binding reuse targets for the first time at EU level.

Deadline	Requirement
2027	Food service operators at events and venues (capacity >100) must offer customers the option to use their own container and make a percentage of packaging available in reusable format
2030	At least 10% of beverages sold by food service operators must be in reusable packaging within a reuse system
2040	Reuse targets increase further (percentages to be confirmed by member states)

Key point: The PPWR doesn't just suggest reuse — it mandates it. Event organizers who don't have a reuse system in place by 2027 will be non-compliant.

Sweden: Ahead of the Curve

Sweden has been one of the more ambitious EU member states in transposing these directives. As of 2024:

Single-use plastic cups and food containers are subject to reduction requirements
The Swedish Environmental Protection Agency (Naturvårdsverket) has set specific targets for venues and events
Producer responsibility fees have increased for single-use packaging
Several Swedish municipalities have gone further with local regulations

For Swedish event organizers, the practical impact is already being felt: insurance requirements, permit conditions, and municipal guidelines increasingly require documented plans for reducing single-use packaging.

What This Means for Events and Venues

The Challenge

Switching from single-use to reusable packaging at events creates several operational challenges:

Return logistics: How do you get items back? Cash deposit systems have low return rates (~50-60%) and create queuing problems.
Tracking: How do you know which items have been returned and which haven't?
Washing: Industrial washing of thousands of cups and containers requires equipment and logistics that most venues don't have.
Customer experience: Any system that requires apps, accounts, or extra steps reduces participation.

The Opportunity

Modern technology makes these challenges solvable. RFID-based deposit systems can:

Automatically link deposits to payment cards (no cash handling)
Track every item from purchase through return
Process returns in under 3 seconds (no receipts, no apps)
Achieve return rates of 87% or higher when deposits are frictionless

When the deposit is linked directly to the customer's payment card and the return process is instant, the economics of reuse become favorable — even for single events.

Timeline for Action

When	What to Do
Now	Audit your current single-use consumption. Understand your volumes and costs.
2026	Evaluate reuse system providers. Run a pilot at one event or venue.
2027	Have a compliant reuse system in place for PPWR requirements.
2030	Scale to meet the 10% reusable beverage target.

How JetCup Addresses This

JetCup is a Swedish startup that has built an IoT-based deposit system specifically designed for the regulations described above. The system uses RFID chips embedded in reusable cups, containers, and food packaging to automate the entire deposit-return cycle.

Key differentiators:

Automatic deposits: The POS adds a deposit via card pre-authorization — no extra steps for customers or staff
RFID tracking: Every item is linked to the payment transaction in real time
Instant returns: Customers return items at automated stations — deposit back on their card in under 3 seconds
In-house washing: JetCup handles the full cycle including industrial washing, so venues don't need to invest in equipment

Contact JetCup to discuss a pilot → hello@jetcup.se