The European Commission has released its long-awaited Single Market Strategy, and FESI strongly welcomes this new direction. The strategy directly addresses key challenges our industry has long raised, most notably the fragmentation of packaging and labelling rules, as well as complexity of EU laws and diverting EPR systems. By including them among the “Terrible Ten” barriers the EU acknowledges that the priority is to eliminate these barriers.

It proposes solutions such as a harmonised approach to labelling through digital tools like QR codes and the Digital Product Passport, as well as a simplified, EU-wide EPR compliance framework. Importantly, the strategy places a strong focus on supporting SMEs and speeding up standardisation, while shifting toward digital-by-default processes.

While the strategy is a clear step forward in line with our asks, FESI is still concerned about the proper enforcement of the strategy, especially given the recent approval of France’s Ecoscore system, which appears contradictory. We will continue pushing for swift enforcement and make sure the strategy does become a list of empty promises.  

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A Strategic Reset for Europe’s Single Market

The European Commission’s new Single Market Strategy marks a pivotal effort to reinvigorate Europe’s internal market by addressing long-standing barriers that have limited the free movement of goods. The strategy arrives at a time of global economic uncertainty and rising regulatory complexity, and it aims to support competitiveness, resilience, and growth for European businesses—especially small and medium-sized enterprises (SMEs).

For our members, the strategy responds directly to the challenges of navigating fragmented regulations, particularly in packaging, labelling, and compliance, that have led to duplicated efforts, increased costs, and market access delays.

Removing Fragmentation in Packaging, Labelling and Waste

A major focus of the strategy is harmonising the patchwork of national rules governing product packaging and labelling—an issue that has significantly FESI members. Today, differing national requirements (e.g. France’s Triman logo, Italy’s material-specific labels, and Spain’s sorting symbols) force companies to redesign packaging for individual markets.

To tackle this, the Commission proposes an EU-wide, harmonised approach to product labelling and recycling instructions. This includes rolling out digital labels using QR codes and the Digital Product Passport (DPP), which will provide all necessary information—compliance details, sustainability data, and recycling instructions—in a single, digital format accessible to consumers and authorities alike.

The ultimate goal is to eliminate redundant national rules and allow brands to use a unified packaging approach across the EU, thereby cutting costs and environmental waste, while improving clarity for consumers.

Streamlining Extended Producer Responsibility (EPR) and Waste Compliance

Another core area is the simplification of Extended Producer Responsibility (EPR) schemes. Currently, companies must navigate a maze of national EPR systems, each with its own reporting formats and obligations.

The Commission will introduce a digital one-stop-shop to centralise EPR compliance procedures expected to be based on the SEED project supported by FESI. This aims to remove unjustified local requirements, such as the appointment of multiple national representatives, and reduce the reporting burden.

Modernising Product Rules and Market Surveillance

The Commission recognises that outdated compliance frameworks and slow standard-setting processes hinder innovation and time to market—especially for fast-moving industries like sporting goods, which frequently launch new product types and materials.

The New Legislative Framework for products will be updated to reflect modern realities, and EU-level coordination of market surveillance will be strengthened to ensure fair enforcement across Member States. These reforms will improve legal certainty, reduce the risk of inconsistent enforcement, and provide brands with a clearer pathway to compliance.

The Commission also plans to speed up the EU standard-setting process by revising the Standardisation Regulation. SMEs, startups, and civil society will be given more opportunities to participate, and interim “common specifications” will allow businesses to comply with EU rules while waiting for formal standards to be finalised.

Supporting SMEs and Enabling Growth

The strategy places SMEs at its core, acknowledging that they often struggle the most with compliance complexity and fragmented rules.

A new SME ID—a digital tool available in all EU languages—will allow small businesses to verify their status quickly and access support more easily. In addition, a broader category called Small Mid-Caps (SMCs) has been introduced for companies with fewer than 750 employees, making them eligible for simplified rules under certain EU laws.

A revitalised SME Envoy Network will coordinate SME-friendly policy design and promote cross-border activity. Importantly, all future EU proposals will be subject to an “SME check” to ensure that the burden of compliance is proportionate.

Embracing Digital Tools and Data-Based Regulation

Digitalisation lies at the heart of the strategy. The Commission envisions a shift from paperwork-heavy compliance to a data-driven approach.

The Single Digital Gateway will evolve into a full one-stop-shop for companies seeking regulatory information or needing to fulfil administrative requirements across Member States. Tools like the Digital Product Passport and the upcoming European Business Wallet will help businesses manage compliance, sustainability documentation, and administrative interactions digitally and efficiently.

These tools are especially beneficial for SMEs in the sporting goods sector, enabling them to reduce overhead, improve compliance accuracy, and focus resources on product development and growth.

Ensuring Consistent Implementation and Enforcement

To truly realise a functioning Single Market, enforcement must match ambition. The Commission is introducing new governance structures, including the designation of “Single Market Sherpas”—high-level national representatives tasked with promoting and ensuring adherence to EU Single Market rules.

The Commission may also introduce a Single Market Barriers Prevention Act, aimed at stopping national-level regulations that contradict EU law or create unnecessary friction.

Member States will be encouraged to make full use of notification systems and reinforce their SOLVIT centres, which are instrumental in resolving practical barriers faced by businesses operating across borders. A new Annual Enforcement Agenda will guide the Commission’s efforts to tackle systemic issues.

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