Austria starts the deposit: return made easy!

Austria starts the deposit: return made easy!

Österreich - The introduction of the new disposable deposit system in Austria, which took place on January 1, 2025, already shows positive results. The campaign "Attention Wear!" Recycling Pfand Austria, which started on January 9, aims to provide comprehensive information about the new regulations. The deposit system provides for a uniform amount of 25 cents for plastic bottles and metal cans. Empty packaging must be undressed and returned with a label. These measures should not only save resources, but also protect the environment and reduce littering. According to medianet.at 73% of the Austrians felt well informed about the new system.

The targets of the campaign are clearly outlined. In the short term, awareness of the disposable deposit system and the correct handling of the deposit should be increased. In the long term, one strives to reach the defined return rates: 80% in the first year and 90% by 2027. Over 12 million bottles and doses have already been returned, which underlines the effectiveness of the campaign. Around 84% of the population now know how pledge containers can be recognized, and 87% are aware of the need to return the packaging in an unexpected way. A current survey shows that about 80% of Austrians: Inside the disposable deposit system, and the comprehensive deposit system is now available at over 12,200 return offices.

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 requirements at an early stage, such as recycling-pfand.at reported.

Another important date was the global recycling day on March 18, 2025, which highlights the importance of the disposable deposit system in the circular economy. The system, which is implemented by Recycling Pfand Austria, ensures that the materials of returned bottles and doses remain in the circulation and are reused. The return takes place largely via return machines, with an estimated 90% of the returns being processed in this way.

EU requirements and future prospects

Austria fulfills the EU requirements, which prescribe 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 repair of products, such as Europarl.eu . The aim of this strategy is to reduce the dependence of the EU on critical raw materials and to promote recycling initiatives.

Through the combination of effective environmental management and committed public relations work, the disposable deposit system in Austria shows promising approaches to promote environmental awareness and the entire circular economy in the region. Austria thus takes an important step towards sustainable development.