The report was published on 31 October by Eunomia, in partnership with ClientEarth, ECOS (Environmental Coalition on Standards) and Zero Waste Europe.
In the report, the “ambiguity” surrounding the term ‘recyclable’ was highlighted. It recommends that such claims not be placed on bottles and, instead, labels should provide consumers with clear disposal instructions.
This should be adapted to local recycling and waste management infrastructure, such as the OPRL scheme, which was name-checked.
“it is important that consumers are made aware (1) a product can be disposed of for recycling and (2) the steps that they should take when disposing of the product to maximise the probability that it will be recycled,” the report outlined.
Information
To achieve this, it is “far clearer and more helpful” to consumers if companies provide information on how to dispose of products and packaging in their markets, as opposed to making ‘recyclable’ or ‘100% recyclable’ claims.”
The report also said the term ‘recyclable’ has no fixed meaning in law and may be interpreted differently by different groups (e.g., companies and consumers). “Moreover, recycling outcomes depend on a large number of factors, many of which lie outside the direct control of companies making such claims.”
In order to avoid misleading consumers, claims about recycled content should “be precise, accurate and verifiable. ‘100% recycled’ claims should not be made on products that contain multiple components unless each of those components is made from recycled content”.
Circularity
Andy Grant, technical director at Eunomia Research & Consulting said: “PET beverage bottles should not be marketed using language or imagery that states or implies circularity, sustainability and/or climate neutrality. Even when just considering the PET body and in the most efficient recycling system, full circularity is not technically feasible. There will always be a need for an input of virgin plastic.”
Moreover, the report questions the validity of 100% recycled” claims, pointing out that these claims often do not account for all components of the bottle, such as caps and labels, which are rarely, if ever, made from recycled content. As a result, the authors of the report urge companies to refrain from marketing PET beverage bottles using language or imagery that implies circularity or sustainability.
Concern
Rosa Pritchard, a representative from ClientEarth, stated: “This report clearly demonstrates that ‘plastic bottle circularity’ is a myth. Claims on bottles that promote this idea risk misleading consumers and presenting an obstacle to the green transition.”
Fanny Rateau from ECOS echoed these concerns, saying: “Eunomia’s new report shows that many green claims about the circularity of recycled plastic beverage bottles are often factually incorrect, or otherwise risk misleading consumers who are trying to make the right choices for the environment. We are facing a plastic pollution crisis, and we need full transparency and traceability from producers, using accurate and reliable information that consumers can trust.”
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