How It All Began in the EU
In June 2019, the European Commission passed the Single-Use Plastics Directive (SUPD), a key component of its broader Plastic Strategy to reduce plastic waste and tackle environmental pollution. The directive focuses on products commonly found in the environment. Certain nonwovens products, namely feminine hygiene products and wet wipes, known for their convenience and hygiene benefits, are essential products affected by the new regulations. EDANA, the global association of nonwovens, and the industry are engaging with the European Commission to ensure that the voice of the nonwovens industry is heard.
The SUPD raises awareness about the fact that the products contain plastic and asks for producers to take measures and contribute to waste management. It particularly addresses the goal of reducing marine litter. It is based on a list of the ten most frequently found plastic items on beaches, which together account for 70% of all marine litter, as well as fishing gear containing plastic. At the time, the Commission proposed a variety of policy measures, ranging from bans and reduction targets to Extended Producer Responsibility (EPR) schemes. An EPR is a policy approach where producers are held accountable for the environmental impact of their products throughout their lifecycle, including costs associated with product disposal, recycling, and public awareness initiatives. In this context, producers contribute to the cleanup of waste and the promotion of proper disposal practices, helping to reduce the burden on public authorities and improve waste management systems.
Unlike a regulation, which has direct applicability in all EU Member States, a directive requires national governments to transpose its provisions into national law, giving them some flexibility in how to implement it. Complementing the directive, Commission Implementing Regulation (EU) 2020/2151, adopted on December 17, 2020, establishes more specific and detailed rules – such as harmonized marking specifications – for single-use plastic products listed in Part D of the Annex to Directive (EU) 2019/904. As a regulation, it is directly applicable in all EU member states without the need for transposition into national law. Additionally, the European Commission developed guidelines for single-use plastic products, providing essential information on marking requirements and vector formats. These guidelines offer clear instructions for businesses to comply with the regulations.
Situation in the UK
The situation in the United Kingdom differs from the European one. Post-Brexit, the UK took a proactive approach to managing the wet wipes market, choosing to address the issue independently from the EU’s SUPD. This initiative was part of a broader strategy to enhance environmental sustainability, with ongoing consultations, including those with the devolved nations, guiding the process.
The UK’s approach now promises a clear path for the wipes industry, with legislation set to introduce important regulations.
The previous UK Government under the Conservatives before the General Election of last July wanted to push through a ban on plastic in wet wipes, with the risk of no transition period, no clarity on whether viscose and lyocell would be allowed or whether plastic in B2B wipes would be allowed either. There was also the risk of different regulations in the four different nations of the UK and the risk that manufacturing for export could also be banned.
That is one of the many reasons why EDANA created the EDANA UK Working Group for member companies who wanted to engage at national level, with consultants with advocacy skills and knowledge of the industry and contacts in the national governments. EDANA now does extensive work in the UK to produce clear policy positions backed by strong evidence, regular engagement with all relevant UK Government departments, the devolved Governments of Scotland, Wales and Northern Ireland, industry groups, broader stakeholders, media etc.
As a result, the UK’s approach now promises a clear path for the wipes industry, with legislation set to introduce important regulations. The focus on enabling a smooth transition, with clear exemptions for viscose and lyocell, a B2B exemption, exports to continue to be allowed, and an 18-month transition period, ensures that manufacturers have the time and clarity they need.
This legislation is now all agreed but has yet to be introduced to the four Parliaments/Assemblies across the UK. It is currently expected to be brought forward this Summer and, in that event, then after the 18-month transition period, it would be in full force by the end of 2026 or early 2027.
The UK government is working closely with industry leaders, including the EDANA UK Working Group, to ensure that the transition is as smooth and beneficial as possible for all stakeholders. The collaborative effort between industry, government, and environmental groups highlights a shared commitment to creating solutions that not only address environmental concerns but also secure the future of the wipes industry.
EDANA’s Commitment in the EU
In 2007, EDANA introduced guidance for disposable products, specifically for the “Do Not Flush” label. During this period, EDANA actively promoted the “Do Not Flush” message.
However, in 2019, the SUPD passed, and by 2021, the legislation required clear labelling for products containing plastic. And so, the “Do Not Flush” label was substituted by a new label. The new one featured a red toilet symbol and a blue turtle, indicating that the plastic in the product was harmful to marine life. This was accompanied by a clear message not to flush the product.
There was some debate about sticking with the “Do Not Flush” label or using the new plastic-related label. The Commission wanted the label to indicate whether the product contained plastic. The updated label was designed with specific color choices and size dimensions to ensure it clearly communicated this information.
A new challenge emerged with plastic-free wipes: how to label the ones that are still not flushable. The solution was to create a new label for plastic-free wipes on the left, which distinguishes them from those containing plastic. This label was developed after extensive discussions and careful consideration of design elements like the red toilet symbol. It was decided that this new label would not be used randomly but would serve as a clear, consistent indicator for plastic-free wipes.
In the EU, both the left (for plastic-free) and right (for plastic-containing) labels on wipes are used, according to whether they contain plastic or not, and both labels indicate the product is not flushable. In the UK, however, the “Do Not Flush” label may still be used, as UK legislation hasn’t fully aligned with European laws yet.
In addition, since its introduction in 2019, EDANA has been committed to addressing key challenges surrounding the disposal of wet wipes. During discussions with the European Commission, EDANA made a commitment to raise awareness about wet wipe disposal behavior to help reduce litter. On behalf of its members, EDANA, in 2021, pledged to run an awareness-raising campaign aimed at educating consumers on how to dispose of wet wipes correctly and helping them understand the meaning of disposal labels. To date, this commitment has resulted in a dedicated micro-site on the EDANA website, featuring infographics and videos on the proper disposal of wet wipes.
The webpage emphasizes the importance of responsible usage and disposal to prevent blockages in sewage systems and environmental impact. The content showcases how companies in the industry have complied with these guidelines, actively engaging in awareness campaigns since their introduction.
As a trade association, EDANA communicates primarily with all the companies from the value-chain and leverages their broad membership to reach out to consumers. However, the industry is committed to raising consumer awareness, and many members are adding content to their website in their respective language, to reach out to consumers and local authorities on the importance of proper wipes disposal. The work EDANA has done in developing the guidance documents and labels for wipes is crucial, and EDANA is considering adding more information to the microsite to help manufacturers and converters. This is intended as a technical resource for the industry but also considering ways to improve public awareness.
Looking to the Future of SUPD
In the next phase, the European Commission is required to evaluate the Single-Use Plastics Directive (SUPD) by July 2027, with potential for revisions. This review is not only an opportunity to fine-tune and simplify the implementation of the directive but also a chance to make it more workable across all 27 Member States. A key part of this effort will be the harmonization of the SUPD, ensuring consistency in how the directive is applied and promoting an effective and unified approach to environmental goals.
The Commission will soon launch a Call for Evidence, followed by a Public Consultation in Q4 2025, aimed at gathering input to inform potential changes. This revision process presents an important opportunity to simplify the regulatory landscape while ensuring the original objectives of the SUPD are met effectively. EDANA is fully engaged in these discussions, working as a proactive partner to the European Commission. Through our active involvement, EDANA aims to contribute to shaping a revised directive that is more cohesive, streamlined, and impactful for all the markets they represent. EDANA’s continued engagement will be essential in navigating these potential changes and ensuring the wet wipes sector is well-prepared for the evolving legislative landscape.
%20and%20Wipes%20Policy%20Update%20What%20Should%20We%20Know?){kind=link}