Austria starts compulsory deposit: returns made easy!

Austria starts compulsory deposit: returns made easy!

The introduction of the new one-way deposit system in Austria, which took place on January 1, 2025, is already showing positive results. The “Attention Deployment!” campaign by Recycling Pfand Austria, which was launched on January 9th, aims to provide the population with comprehensive information about the new regulations. The deposit system provides a uniform amount of 25 cents for plastic bottles and metal cans. Empty packaging must be returned uncrushed and with a label. These measures are intended not only to save resources, but also to protect the environment and reduce littering. Loud medianet.at Just two months after its launch, 73% of Austrians felt well informed about the new system.

The goals of the campaign are clearly defined. In the short term, awareness of the one-way deposit system and the correct handling of the deposit should be increased. In the long term, the aim is to achieve the set return rates: 80% in the first year and 90% by 2027. Over 12 million bottles and cans have already been returned, which underlines the effectiveness of the campaign. Around 84% of the population now knows how to identify deposit containers and 87% are aware of the need to return the packaging uncrushed. A recent survey shows that around 80% of Austrians support the one-way deposit system, and the nationwide deposit system is now available at over 12,200 return points.

Campaign strategy and public relations

The use of digital channels and social media plays a central role in the communication strategy, especially to address younger target groups. PR work began in the fourth quarter of 2024 to prepare the population for the new system. Monthly representative consumer surveys help to measure the success of the campaign, while analyzes of consumer inquiries serve to identify information needs at an early stage recycling-pfand.at reported.

Another important date was Global Recycling Day on March 18, 2025, which highlights the importance of the single-use deposit system in the circular economy. The system implemented by Recycling Pfand Austria ensures that the materials from returned bottles and cans remain in the cycle and are reused. Most returns are made via reverse vending machines, with an estimated 90% of returns processed this way.

EU requirements and future perspectives

With its one-way deposit system, Austria meets EU requirements that require a return rate of 90% by 2029. These requirements are part of a comprehensive EU strategy for a sustainable circular economy, which is supported, among other things, by legal regulations to improve the durability and repairability of products, such as europarl.eu explained. The aim of this strategy is to reduce the EU's dependence on critical raw materials and promote recycling initiatives.

Through the combination of effective environmental management and committed public relations, the one-way deposit system in Austria shows promising approaches to promoting environmental awareness and the entire circular economy in the region. Austria is thus taking an important step towards sustainable development.