It seems that everyone in the supply chain - from manufacturer, to importer, distributor and retailer is at risk of prosecution for producing or handling excessive packaging waste.
Obviously what is exessive is open to interpretation by those in the supply chain and by the authorities including Trading Standards and the Environment Agency who police the rules. But action is actively being taken so you need to be alert to your obligations else you risk serious fines.
The legislation to bone up on is the wonderfully titled Producer Responsibility Obligations (Packaging Waste) Regulations 2007 and Packaging (Essential Requirements) Regulations 2003.
Fundamentally, you are obliged to use the minimum amount of packaging possible whilst also taking steps to recycle as much waste as you've previously injected into the supply chain.