This is definitely a good initiative. Plastic is much more dangerous to humans and nature than meet the eye. I just wonder what they're going to replace it with, some sort of recycled biodegradable material?
If it is this, this is probably a much more expensive material -- costing industry (within the EU of course) a good amount of money in forced regulation. Yet again, I'm not saying it's not the right thing to do as I haven't personally looked into it. It just must be noted that this is going to hit businesses pretty hard as it just pushes down the production line until it hits the consumers (and we know how people are about price increases, eh?)
Probably better alternatives than an all-out ban, at least in my view.