**Brussels**: The EU’s Deforestation Regulation, effective from December 2025, imposes strict traceability and sourcing rules on paper products, impacting print marketing and direct mail sectors with higher compliance costs, supply chain challenges, and reputational risks.
The European Union’s Deforestation Regulation (EUDR), set to come into force on 30 December 2025, represents a significant regulatory shift impacting a range of industries dependent on paper products, notably the printing and direct mail marketing sectors. The regulation seeks to curb the entry of products linked to deforestation into the EU market, affecting commodities including wood, palm oil, soy, beef, coffee, cocoa, and rubber, as well as products derived from these materials.
The EUDR mandates that companies must ensure these goods are free from deforestation—specifically, that they are not produced on land deforested after 31 December 2020—and that they comply with local legal production requirements. Furthermore, companies must be able to fully trace these products back to their origins through due diligence processes and geolocation data.
This regulatory framework introduces a series of practical implications for businesses involved in importing or producing paper-based materials within the EU. Firstly, there is an increased emphasis on sourcing verification; organisations must confirm that their paper supplies originate from EUDR-compliant sources. Failure to comply could result in fines or the blocking of shipments at border controls. Additionally, supply chains may experience disruptions, as suppliers might face difficulties meeting the stringent traceability and documentation requirements, potentially causing delays or reduced availability of materials. The costs associated with implementing these due diligence measures, such as audits and certifications like FSC (Forest Stewardship Council) or PEFC (Programme for the Endorsement of Forest Certification), are also expected to rise, affecting the economics of print and mailing campaigns. Non-compliance may further expose brands to reputational risks and regulatory penalties.
Recent guidance issued in April 2025 clarifies several aspects of the regulation. For example, standalone packaging—such as pallets sold separately—falls within the scope of the EUDR, whereas packaging used solely to support, protect, or carry another product is excluded. However, packaging that has been repaired using new materials must undergo due diligence procedures. Regarding geolocation data, while upstream operators are not legally required to share this information with downstream customers, companies are advised to consult their paper and packaging suppliers to clarify data availability and any obligations to pass this data along in the supply chain. Furthermore, responsibility for compliance lies with the entity that makes the product available on the EU market, even when products are supplied through contractors. Some items are exempted from the regulation, including personal correspondence (such as letters) and product samples used for testing or evaluation.
The sectors needing to prepare for the EUDR include marketers who utilise print materials such as flyers, catalogs, and postcards; print and mailing service providers; publishers and packaging printers; and business-to-business companies with customers in the EU.
To manage compliance effectively, companies are encouraged to conduct comprehensive audits of their supply chains, identifying all print and paper suppliers and assessing their readiness for EUDR requirements, including traceability and certifications. Selecting certified partners capable of providing documentation that verifies EUDR-compliant sourcing is a critical step. It is also important for organisations to understand their specific role within the supply chain—whether as an “operator” (the first to place the product on the EU market) or a “trader” (an intermediary within the supply chain)—as this influences the nature of the compliance duties. Educating procurement, compliance, and marketing teams on the regulation’s requirements and impacts is recommended, along with staying updated on evolving implementation guidelines.
In summary, the EUDR represents a comprehensive regulatory approach designed to prevent deforestation-related products from entering the EU market, mandating strict traceability and legal compliance for a range of affected commodities and products. Its implementation will require concerted efforts across supply chains, particularly in industries linked to paper products and print marketing. The IPIA | Print Industry News highlights these considerations as essential for stakeholders to prepare adequately ahead of the 2025 enforcement date.
Source: Noah Wire Services
