AkzoNobel Packaging Coatings recently organized an exclusive webinar, bringing together key stakeholders from the metal packaging industry to explore how brand owners, canmakers, and coatings suppliers can build more compliant, resilient, and competitive supply chains amid Europe’s rapidly changing regulatory environment.

The webinar was hosted by Tessa Slagter, Sustainable Innovation Manager at AkzoNobel Industrial Coatings, and featured insights from experts spanning public affairs, consumer brands, and packaging coatings sectors.

Hans van Bochove, Head of EU Affairs at The Heineken Company, shared a brand owner’s perspective. He detailed how the leading beverage firm is preparing for upcoming changes under the Packaging and Packaging Waste Regulation (PPWR), and how these regulations are shaping its packaging strategies. He also outlined Heineken’s efforts to meet consumer sustainability expectations while balancing cost-effectiveness and brand distinctiveness.

Diane Watson, Director at Rud Pedersen Public Affairs, delivered a detailed overview of upcoming EU regulations. She emphasized the importance of a proactive approach to anticipate these changes, ensuring product portfolios remain future-proof. Watson highlighted key policy areas to monitor, including reforms to the EU’s chemical regulatory framework, the Circular Economy Act, and updates to food contact materials legislation.

Representing AkzoNobel, Chris Bradford, Market Director of Coil & Packaging Coatings at AkzoNobel Industrial Coatings, noted that after 50 years of stability, the regulatory landscape is evolving rapidly—with growing autonomy of different regulatory regions leading to a fragmented patchwork of laws. Despite these regional differences, he stressed a common global trend: increased focus on bisphenols. As such, future-ready coatings innovations are critical for manufacturers to achieve proactive compliance, minimizing risks and costs associated with frequent product adjustments. Bradford added that anticipating regulations and adopting robust, future-proof technologies ahead of time helps companies avoid ill-advised substitutions and unpreparedness.

Bradford commented: “This session highlighted the need for closer collaboration between regulators, brand owners, manufacturers, and coatings suppliers. The complexity and speed of regulatory changes mean no part of the value chain can afford to operate in isolation. Our goal with this webinar was to foster dialogue, share insights, and help prepare the industry for the future—Shaping Change Together.”