The EU Digital Product Passport (DPP) is coming. Start preparing for it now.
With our suite of digital solutions, Avery Dennison is paving the way for large-scale adoption of digital product passports, working with the European Commission and enabling global businesses in textiles, electronics, EV batteries, and more to prepare for the upcoming regulation.
Learn about the value of digital product passports and how digital ID technologies connect the digital with the physical.
What is the Digital Product Passport (DPP)?
The Digital Product Passport initiative is part of the Ecodesign for Sustainable Products Regulation (ESPR) and one of the key actions under the EU’s Circular Economy Action Plan (CEAP). Similarly, the EU Batteries Regulation, also under the CEAP, is driving the initiative for digital battery passports, similar to digital product passports. DPP for the first product groups is expected to come into effect in 2026, which doesn’t leave long for businesses to prepare.
The Digital Product Passport (DPP) is key to the EU’s transition to a circular economy and will provide information about products’ environmental sustainability. It aims to improve traceability and transparency along the entire value chain of a product and to improve the management and sharing of product-related data which are critical to ensuring their sustainable use, prolonged life, and circularity.
The DPP will help consumers and businesses make informed choices when purchasing products, and should also help public authorities to better perform checks and controls.
$163 billion worth of inventory is discarded each year due to overproduction or expiry.
According to “The Missing billions” report, overproduction and waste are exacerbating the supply chain crisis and hitting businesses to the tune of 3.6% of their annual profits as nearly 8% of stock perishes or is discarded. (AD Global Supply Chain Research, 2022)
The urgent case for transparency, circularity and DPP
43% of consumers say transparency about a product's origins and journey is important to them.
Global firms are planning to introduce technologies to identify unique item-level tracking and traceability to increase transparency in supply chains.
Value that DPP unlocks for brands, regulators, and consumers
Leverage the DPP for personalized consumer engagement
Access to reliable, comparable product sustainability insights
Provide transparent and consistent product data across the value chain
Monitor and report on sustainability claims through a digital tool
Unlock completely new business models such as re-sale
Improve brand protection by authenticating a product's chain of custody
How can our digital solutions help with DPP adoption?
Avery Dennison’s Digital Solutions connect the physical with the digital through our end-to-end ecosystem. We have an existing portfolio of integrated digital solutions, that includes our suite of physical products and digital triggers, atma.io connected product cloud that offers deeper insights, and a range of applications, services, and compliance consulting.
These solutions enable brands to prepare for the forthcoming DPP legislation and benefit from improving supply chain visibility, providing personalized consumer engagement, and creating a more accountable, traceable, and circular ecosystem.
Our digital solutions are being used by multiple brands to connect the physical with the digital. Over 22+ billion unique items are already on atma.io connected product cloud, enabling different use-cases for various brands.
atma.io and the CIRPASS consortium
Avery Dennison’s atma.io connected product cloud has joined the CIRPASS consortium, bringing together a core network of leading organizations in building the European vision for a unified Digital Product Passport (DPP) approach across multiple value chains. Funded by the European Commission under the Digital Europe Programme, CIRPASS aims to prepare the ground for the gradual piloting and deployment of the DPPs from 2023 onwards, with an initial focus on the electronics, batteries, and textile sectors.
Max Winograd, vice president, digital solutions, Avery Dennison comments: “Our work, in close collaboration with other project partners, will create standards-based DPP prototypes and an implementation blueprint for deploying an interoperable digital product passport sustainably at scale.”