When a company becomes subject to a producer responsibility obligation related to products of concern, these obligations must be fulfilled either independently or, if available for that specific product category, through a producer responsibility organisation (PRO/TVO). If a company fulfills its obligations independently, it must arrange all necessary activities itself: registering in PROTO, submitting data on the quantities of products placed on the market and resulting waste to PROTO, and concluding a contract with a waste management company to handle waste management and meet recovery targets. The company must also arrange for user awareness initiatives, including nationwide awareness campaigns.

If a company joins a PRO (transfers its obligations to a PRO), the PRO becomes responsible for meeting the recovery targets. The PRO also organises nationwide public awareness campaigns. Fulfilling obligations through a PRO does not mean that the company no longer needs to monitor its operations. The company must still know which products of concern it places on the Estonian market and provide accurate data to the PRO.