In comments submitted to the Federal Trade Commission on its Guides for the Use of Environmental Marketing Claims (Green Guides), The Recycling Partnership called for a rigorous, data-driven approach to determine recyclability, combined with accurate, transparent recyclability claims on product labels. Research conducted by The Recycling Partnership shows that 78% of consumers rely on recycling information on product labels. However, two-thirds of those who look at labels find them confusing. The study also indicates that 82% of Americans feel misled if product labels inaccurately imply an item is recyclable but in fact cannot be recycled into something new.
“Our research demonstrates why accurate recyclability claims are critical to maintaining consumer confidence and ultimately participation in recycling,” said Keefe Harrison, Chief Executive Officer of The Partnership. “The Green Guides need an updated approach to provide consistent national guidance for clear, accurate, and accountable claims that both reflect the current environment and adapt to the future.”
The Partnership’s recommendation for a new standard of determining recyclability is based on its “Pathway to Circularity Framework”, developed in collaboration with leaders from across the recycling value chain. Under the new approach, to claim that a package is recyclable, it must be:
- Designed for recycling following industry guidelines;
- Accessible to be collected or accepted for recycling by a substantial majority of consumers;
- Able to be effectively sorted for recycling at a recycling sortation facility;
- 4. Accepted by the recycling industry for use in the production of new packaging or products – meaning there are sufficient end markets; and
- Effectively recognized as recyclable by consumers.
“Our proposed standard for recyclability claims builds on the access requirements set out in the Green Guides to provide definitive guidance to determine if an item is actually recyclable – not just accessible for recycling,” said Sarah Dearman, Chief Innovation Officer of The Partnership. “Our comprehensive national approach will lead to more accurate and clear recycling instructions, boosting consumer confidence that their recycling efforts actually do good for the environment.”