The 1994 EU Packaging Directive placed obligations on various parties in the ‘packaging chain’ and was the first example in Europe of ‘producer responsibility’. The responsibility, however, ceases at the point of selling the (packaged) product and it seems unlikely that the UK will meet mandatory recovery and recycling targets by 2001. Other waste stream directives are also directed at ‘end-of-pipe’ policies. To involve consumers will probably entail placing a responsibility on them in terms of the ‘product’. This may include aspects of education and publicity, more take-back schemes and proposals to incentivise households to reduce and recycle their waste. Direct charging for household waste collection seems to have gone out of favour, but other methods are currently being researched. A third aspect of responsibility is often referred to as ‘extended producer responsibility’ and this includes the choice of resources and the design of products. In packaging, this is covered by the Essential Requirements legislation, although detailed guidelines on design for reuse/recycling/composting/energy recovery have yet to be finalised. The ultimate aim is to promote ‘integrated product policies’, where all products are designed in the context of ‘cradle to grave’ evaluation of economic and environmental costs and benefits, using such tools as Life Cycle Analysis and Value Chain Analysis. It is still unclear how policy options for producers and/or consumers are to be measured. Percentage targets have been set for the packaging chain, and the UK now has statutory Best Value Performance Indicators for household waste. None of the measures to date adequately measure waste prevention or reduction.