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Avery Dennison Materials Europe BV

Avery Dennison Corporation (NYSE: AVY) is a global materials science and digital identification solutions company that provides a wide range of branding and information solutions that optimize labor and supply chain efficiency, reduce waste, advance sustainability, circularity and transparency, and better connect brands and consumers.

Lobbying Activity

Meeting with Jeannette Baljeu (Member of the European Parliament)

20 Nov 2025 · Labeling

Response to Circular Economy Act

6 Nov 2025

Avery Dennison (NYSE: AVY), is a global materials science and digital identification solutions company operating in 17 EU Member States. We design and develop labeling and functional materials, radio-frequency identification (RFID) inlays and tags, software applications that connect the physical and digital. Avery Dennison welcomes the European Commissions initiative to develop a Circular Economy Act (CEA, or the Act). To truly transform circularity into a competitive advantage for economic operators in the EU, the European Commission should prioritize the rapid digitalization and harmonization of existing circular economy frameworks. Specifically, Avery Dennison recommends actions in three critical areas: 1. Harmonize and streamline EPR systems by leveraging unique product identifiers provided by digital technologies to capture real time data 2. Enable consumer participation in end-of-life processes through digital labelling, supporting improved sorting, collection, reuse and recycling 3. Foster a digitally-verified EU market for secondary raw materials. Please see the attached position paper for our detailed input to the call for evidence.
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Response to Revision of the 'New Legislative Framework'

6 Aug 2025

Avery Dennison welcomes the European Commissions initiative to revise the New Legislative Framework (NLF) to ensure it remains fit for purpose in a changing regulatory and technological environment. Strengthening digital integration and ensuring greater coherence across product legislations are important steps toward a more harmonized, efficient, and circular single market. We support the proposed policy option of increasing digital integration through the Digital Product Passport (DPP). In our view, a horizontal approach to DPP under the NLF is necessary to avoid inconsistencies between product groups, reduce duplication of compliance effort for industry, and ensure a coordinated transition to digital compliance systems across the EU. We note that work around the development and implementation of the DPP is already taking place under the Ecodesign for Sustainable Products Regulation (ESPR). For example CEN-CENELEC is developing standards for the DPPs IT architecture and the European Commission is developing rules for DPP service providers. It is critical for the revised NLF to build on and align with these efforts to ensure coherence across legislation and provide clarity for all actors involved. As more product groups become subject to DPP requirements, it will be increasingly important to ensure alignment to avoid confusion among manufacturers, authorities, and consumers.
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Meeting with César Luena (Member of the European Parliament)

28 Mar 2025 · Circular Economy - Digitalisation

Meeting with Susana Solís Pérez (Member of the European Parliament)

4 Feb 2025 · European circular economy regulation

Meeting with Jeannette Baljeu (Member of the European Parliament)

4 Feb 2025 · Circular Economy Act

Response to Digital Product Passport (DPP) service providers

10 Dec 2024

Avery Dennison wishes to share its perspective on the forthcoming Delegated Act on Digital Product Passport (DPP) service providers in the context of the implementation of the Ecodesign for Sustainable Products Regulation (ESPR). As an associate member of the CIRPASS consortium, Avery Dennison has continuously shared its knowledge and expertise, contributing to decision makers thinking on critical aspects of the Digital Product passport such as as its IT and data architecture. As leaders of one of the CIRPASS II pilot textile-related projects, we aim to continue informing the decision-making process and sharing our insight as a key player in the DPP service provider ecosystem. Avery Dennison welcomes the European Commissions initiative to define clear and structured rules for DPP service providers. Only a strong regulatory framework around DPP service providers can ensure the security, persistence and scalability of critical DPP data, which will be critical to achieving the aims of the ESPR. The attached document contains Avery Dennison's detailed input to the call for evidence.
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Response to Update of related legislation as a consequence of the new regulation on recycled plastic Food Contact Materials

15 Apr 2024

Avery Dennison is a global materials science and digital identification solutions company that provides a wide range of labeling, branding and information solutions that optimize labor and supply chain efficiency, reduce waste, advance sustainability, circularity and transparency, and better connect brands and consumers. In addition to the summary below we attach a paper containing more detailed input on the proposed changes to Regulation (EU) No 10/2011. Avery Dennison believes the changes under Article 3a and Article 8 are not feasible requirements for plastics, or many other non-plastic materials that rely on this regulation as a reference point (e.g. non-plastic materials used with, or on plastics, intended for food contact). The Commission has also proposed testing of multi-material multi-layered materials in line with the conditions laid down for plastics without addressing that these conditions are not necessarily appropriate for non-plastic materials. In addition, the proposal has inadequately provided details on the scope of substances subject to a high degree of purity, which if applied to all substances is a dramatic expansion of the requirements of the Plastics Regulation. Furthermore, the proposal has not specified if recycled materials that comply with Regulation No. 2022/1616 will be exempt from additional requirements under Article 3a and Article 8. Overall, Avery Dennison maintains that the proposed amendment is inconsistent with the Commissions plan to focus on the final material and article, placing significant purity requirements only on plastics manufactured from waste and/or natural origin rather than all food contact materials and articles under the EU Framework Regulation (EC) No. 1935/2004.
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Meeting with Róża Thun Und Hohenstein (Member of the European Parliament, Shadow rapporteur)

8 Dec 2023 · Waste Framework Directive revision

Response to Waste Framework review to reduce waste and the environmental impact of waste management

22 Nov 2023

Avery Dennison is a global materials science and digital identification solutions company that provides branding and information labelling solutions, including pressure-sensitive labels, RFID inlays and tags aimed at connecting the physical with the digital. Our solutions support the tracking of more than 22 billion unique items, driving supply chain waste reduction, and increased transparency for both producers and consumers. We are involved in the EU's work around Digital Product Passports as members of the CIRPASS consortium which advises the Commission on the IT infrastructure of DPPs to be implemented under the new Ecodesign for Sustainable Products Regulation (ESPR). Avery Dennison is of the belief that digital solutions play a vital role in the transition towards sustainable and circular textile and food industries. We would thus like to share our perspective on the proposal for Waste Framework Directive (WFD) revision and its suggestion for fully realising the potential of digital solutions for waste reduction in the textile and food sectors. Detailed feedback is provided in the attached document.
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Response to Revision of EU rules on textile labelling

30 Sept 2023

Avery Dennison Corporation is a global materials science and digital identification solutions company that provides branding and information labeling solutions, including pressure-sensitive materials, radio-frequency identification (RFID) inlays and tags, and a variety of converted products and solutions.The company serves an array of industries worldwide, including home and personal care, apparel, e-commerce, logistics, food and grocery, pharmaceuticals and automotive. As a global leader in branding and information solutions for textiles and apparel, Avery Dennison welcomes the European Commissions initiative to review the Textile Labeling Regulation (TRL) in light of the latest technological developments in the field, with a view to reducing compliance costs for companies but also enabling consumers to access product information that is reliable and supports more sustainable purchasing behavior. The attached document provides detailed input to the European Commission's call for evidence.
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Meeting with Pernille Weiss-Ehler (Member of the European Parliament, Shadow rapporteur) and EUROPEAN APPAREL AND TEXTILE CONFEDERATION and EDANA AISBL

26 Sept 2023 · Directive on substantiation and communication of explicit environmental claims (Green Claims Directive)

Meeting with Pernille Weiss-Ehler (Member of the European Parliament, Shadow rapporteur)

13 Oct 2022 · Strategy for Sustainable and Circular Textiles

Meeting with Malte Gallée (Member of the European Parliament)

13 Sept 2022 · Digital Product Passport

Meeting with Antonius Manders (Member of the European Parliament)

13 Sept 2022 · Ecodesign