That stir, however, came before the Commission’s new working plan, published in April 2025, revealed a more modest ambition than originally anticipated. Many product groups were left out of the scope, including ICT products. For now, only specific ecodesign requirements, adopted under the previous directive, will apply to smartphones, feature phones, cordless phones, and tablets starting 20 June 2025.

A new era for sustainable products in Europe

With the ESPR now in force, the European Union is attempting to reshape its product sustainability rules. In effect since July 2024, the regulation extends far beyond its predecessor by covering nearly all physical products, excluding only a few categories like food and medicine. Yet, as Bianca Sofian explains, it remains a framework: "It sets general rules, but specific requirements will follow through delegated acts for targeted product groups."

These delegated acts reflect the EU’s priorities. However, the latest working plan released in April 2025 was more limited than expected. “We now see only four final product groups (textiles, tyres, mattresses, and furniture) plus two intermediate goods like iron and steel, and aluminium,” notes Bianca Sofian. Many items considered in earlier drafts, including electronics, were excluded from this iteration.

That omission is particularly notable for ICT products. While a horizontal approach is planned (one that sets shared sustainability criteria for a wide range of products with technical similarities on specific aspects), concrete requirements for these items are still years away. “We expect the requirements on recyclability and recycled content for ICT products, around 2029,” says Bianca Sofian. In the meantime, specific requirements for smartphones and tablets will come into play.

Despite the Commission’s emphasis on a circular economy, the working plan suggests a more cautious approach. Bianca Sofian adds that the delay could reflect the complexity of targeting ICT products individually. “You would think common rules make things easier, but it’s still a difficult task,” she notes. As a result, the ESPR’s impact on this high-impact sector remains more theoretical than immediate.

Smartphones and tablets: the first to face new rules

Though ICT products were left out of the new ESPR plan, some will still be affected by upcoming Ecodesign Rules. From 20 June 2025, smartphones and tablets placed on the EU market will be subject to targeted requirements first introduced under the old directive. The measures aim to increase durability, reparability, and energy efficiency, key goals of the broader sustainable product agenda.

Among the rules: batteries must retain 80% capacity after 800 cycles, spare parts must be available for seven years, and software updates should be provided for at least five. Devices must also withstand water, dust, and impact damage. These requirements represent a significant shift in product expectations and place greater responsibility on manufacturers to ensure long-term usability.

"Definitely, it’s going to change something in the way that manufacturers design their products," says Bianca Sofian. She explains how these new standards will influence everything from structural design to materials sourcing. In particular, the need for recyclable materials and longer-lasting components will drive a shift in the engineering mindset.

Importantly, the rules also address repairability. Manufacturers must make diagnostic tools and firmware available to professional repairers, preventing vendor lock-in and allowing for a broader, more competitive repair ecosystem. While the new rules won’t fix everything, they do mark an important first step in how tech products are regulated in Europe.

The long-term impact remains uncertain. Some manufacturers may adapt quickly; others may struggle with the costs or logistics of compliance. And while smartphones and tablets are leading the way, the broader ICT sector is still waiting for clarity on what comes next under the ESPR framework.

Balancing environmental gains with market realities

The EU's regulatory ambitions are clear, but implementation raises serious economic and political questions. For companies, the transition presents significant risks and opportunities. "There’s a balance to strike," Bianca Sofian explains. “If rules are too strict, production could move outside the EU.” While imported products will still need to comply, offshore manufacturing could erode local economic and environmental advantages.

Beyond cost, there’s also concern about unintended consequences. “Stricter domestic requirements could lead to a fragmented approach if other markets don’t follow,” Bianca Sofian warns. At the same time, for companies able to align with the new rules, the ESPR can be a powerful marketing tool. “They’ll say: ‘Look, we comply. We’re doing better than our competitors.’”, she adds, “it could become a way to show leadership in sustainability.”

Yet public awareness remains low. "Sure, there’s regulation for industry," Bianca Sofian says, "but do consumers even know about these rules?" Without clear communication, even the best-designed policies may fail to shift consumer behaviour. This highlights a critical need for transparency, labelling, and education if the ESPR is to achieve its full potential.

Compliance could also impact access to financing, partnerships, or participation in green procurement programmes. "It reflects the environmental health culture of the company," Bianca Sofian notes. Firms that meet sustainability criteria may benefit from reputational gains and stronger networks, but only if compliance is clearly visible and widely understood.

Real-world impact: what the numbers say

Despite the uncertainties, past ecodesign rules have delivered measurable benefits. The European Commission’s 2024 Ecodesign Impact Accounting Overview Report provides solid data: in 2020, EU households used 72 regulated products and saved 1,011 kWh of electricity and 676 kWh of fuel, compared to a baseline scenario. They also cut CO2 emissions by 379 kg.

That’s not all. By 2030, those energy savings are projected to rise: 1,140 kWh of electricity and 1,753 kWh of fuel saved per household annually. Greenhouse gas reductions are expected to hit nearly 470 kg per year. Financially, the average household saved €182 in 2020 and could save €473 annually by the end of the decade.

“This report gives some nice numbers,” Bianca Sofian comments. But she is quick to point out that such savings depend on implementation. “Consumers might pay a bit more upfront, but the savings are long-term.” The data supports the argument that well-designed regulation can deliver results, but only if industry and consumers are equally engaged.

Indirect impacts are harder to quantify but potentially large. Changes in industry behaviour, manufacturing standards, and supply chain transparency could produce further savings and help drive systemic shifts. But those effects will only materialise if policies are enforced, updated, and supported by clear incentives.

As the EU’s regulatory landscape evolves, so too will the challenges. The ESPR’s promise is clear, but its success will depend not just on vision, but on execution. For now, the sector watches and waits, smartphones in hand, to see if Europe can turn regulation into lasting transformation.

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Bianca Sofian is Senior Sustainability Analyst at Cullen International. She will speak at the roundtable entitled “Ecodesign: a business issue rather than a technical issue?‍