Regulations aimed at cracking down on “forever chemicals” have long simmered beneath the policy surface, but 2026 is shaping up to be different. On July 1, Denmark’s sweeping national ban on Per- and polyfluoroalkyl substances (“PFAS”) in clothing, footwear, and waterproofing agents will take effect. And just this week, the UK released its first-ever national PFAS Plan, marking a turning point for chemical policy across the Atlantic.
This coordinated global movement arrives at the same moment U.S. states are independently flooding legislatures with their own anti-PFAS measures. So far in 2026, 82 PFAS-related bills have been introduced across 23 states. New Jersey alone accounts for 26 of them. Two federal bills are also in play, targeting these long-lasting chemicals in drinking water, firefighting foam, sewage sludge, food packaging, and even feminine hygiene products.
The growing alignment of policies across borders signals a decisive global response to the mounting health and environmental threats posed by PFAS.
UK Introduces a New Plan
On February 3, the UK Government unveiled its first-ever PFAS Plan, a national effort to better protect public health and ecosystems from the persistent risks of PFAS. In addition to strengthening oversight of drinking water and environmental monitoring, the Plan puts a spotlight on retail and consumer exposure – where many see the next major battleground.
Key retail-focused actions include tracing PFAS in food packaging such as pizza boxes and microwave popcorn bags and supporting the development of safer alternatives for everyday consumer products, including period pads and waterproof clothing. For retailers, the implications are direct: PFAS-free products and transparent labeling are quickly becoming regulatory expectations, not optional practices.
The Denmark Effect
In a landmark move of its own, Denmark issues Executive Order No. 464 in May 2025, which broadly bans the import and sale of consumer clothing and footwear containing PFAS (defined by total fluorine content ≥ 50 mg F/kg). In addition to targeting consumer wares, the ban covers waterproofing agents for those items and is set to take effect on July 1, 2026, with a sell-through grace period ending January 1, 2027.
The regulation is especially significant for the retail and fashion industries, which have historically relied on PFAS to deliver water-repellent and stain-resistant features in products marketed as high-performance or easy-care. More fundamentally, the ban forces brands and retailers to rethink both their supply chains and product marketing, particularly around outdoor apparel, footwear, and performance gear.
There are exemptions for personal protective equipment, medical devices, and goods in transit, but the overall scope of the ban is sweeping. It sets a clear precedent for other EU nations and signals Denmark’s willingness to move ahead of the broader EU PFAS restriction still under development. Retailers operating in or exporting to Denmark will need to closely examine their product formulations, supplier certifications, and inventory timelines to remain compliant.
While Denmark is a relatively small market, the ban may prompt global brands to accelerate reformulation across markets to avoid maintaining separate PFAS and PFAS-free product lines.
State-Level Action in the U.S.
In the absence of federal consumer product regulation, U.S. states are not waiting. Many legislatures are stepping into the gap with urgency. Some of the most ambitious PFAS proposals in years are gaining ground, including bans and restrictions that reach deep into the retail sector …
> New Jersey’s S 1042 enacted a full PFAS ban across product categories and S 1221 prohibits PFAS in cosmetics, carpets, fabric treatments, and food packaging—with new labeling rules for cookware.
> Massachusetts’ HB 4870 sets a timeline to ban PFAS in food packaging and cosmetics by 2029, while establishing a PFAS Remediation Trust Fund.
> New York’s S 9073 would ban PFAS in textiles, cookware, cleaning products, and dental floss, with a threshold based on total organic fluorine.
> Illinois’ SB 3101 requires biosolid PFAS testing and disclosure to landowners.
> Indiana has three bills targeting PFAS in water, wastewater, and firefighter health protections.
> Alaska’s HB 235 mandates annual PFAS testing in public water systems and ensures access to clean drinking water.
> Maine and Vermont are pursuing landfill leachate and private well protections tied to PFAS contamination.
The legislative range reflects PFAS’s broad contamination footprint. Some bills focus on water systems and waste; others directly confront PFAS in consumer products – especially those used every day, like cosmetics, cookware, and food packaging.
THE BIGGER PICTURE: PFAS have been nicknamed “forever chemicals” because they do not break down easily in the environment or the human body. Linked to cancer, reproductive harm, immune dysfunction, and more, PFAS are used in everything from nonstick cookware to stain-resistant fabrics to firefighting foam. What makes 2026 different is not just the volume of legislation – but the alignment across borders, sectors, and consumer categories. Governments are no longer just monitoring PFAS. They are moving to restrict – and in many cases, ban – them outright.
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