In Europe, where extended producer responsibility (EPR) is widely established, and the EU's Proposal Packaging and Packaging Waste (PPWR) and UN regulations (INC-2) are on the horizon, circularity in plastic packaging is more than a purpose-led mission. It's becoming a business imperative since economic penalties are expected to be levied on brands who don't use the amounts of PCR prescribed by the EU (30% by 2030). "Now there's acute pressure from all angles-legislative, economic, consumer demand, and self-imposed sustainability targets-for brands and producers to reduce the impact they're making on the planet with regard to plastic packaging," says Sam Favager, senior product manager, Digimarc. "Digital watermarking is a proven technology to address this problem, with consistent, excellent performance across all common plastic types, form factors, print and manufacturing processes, and is ready to be implemented at scale."
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