According to the Association of Plastics Recyclers, Americans are confused over recycled content claims on product packaging.
Brand companies face obstacles in addressing this confusion, in part due to inconsistent state requirements that govern what companies can say about recycled content in their products and packaging. These discrepancies also hamper brand companies’ ability to use more recycled plastics.
So… Americans want clarity on recycling claims. Brand companies want to provide clarity and use more recycled plastics. Both are frustrated.
Enter: The bipartisan Recycled Materials Attribution Act (RMAA).
Consumer Clarity for Recycling Claims
Introduced in the U.S. House of Representatives February 12 and cosponsored by five Republicans and five Democrats, including lead sponsor Nick Langworthy (R-NY), the RMAA would establish federal standards for recycled content marketing claims so consumers receive clear, accurate and consistent information.
In a nutshell, the RMAA would:
- Establish a uniform national framework for recycled content marketing and strengthen consumer protection.
- Require the Federal Trade Commission (FTC) to update and clarify its aging Green Guides for recycled content marketing claims.
Regulatory Clarity for Businesses
Equally important, the RMAA would establish regulatory and/or economic certainty for businesses across the recycling value chain.
As noted above, recycled content marketing claims are subject to multiple, sometimes contradictory state laws. A consistent national framework can help recycling systems scale efficiently and encourage U.S. investment in recycled materials and recycling infrastructure.
That’s why the RMAA is being championed by the Recycling Leadership Council, a cross-industry coalition established to advance bipartisan solutions that increase U.S. recycling capabilities.
Importantly, the Council is led by the Consumer Brands Association, whose companies listen carefully to those confused Americans I mentioned above. These companies want to use as much recycled plastics as feasible. And they’re a key player in the U.S. and global plastics recycling chain.
Mass Balance and Advanced Recycling Clarity
In addition to other provisions, RMAA would enable two simple fixes needed for our recycling system:
- The bill would help build confidence in the recycled content marketing claims that Americans see in the store by authorizing use of mass balance as an accounting method to track plastics recycling – when verified by a 3rd party – similar to the way it’s used in multiple other industries. (As this article about mass balance notes: “Everybody’s doing it. Well, almost everybody.”).
- And the bill would unlock investment and innovation in plastics recycling by clarifying that newer recycling technologies count as recycling, contributing to American manufacturing and sustainability, just like mechanical recycling does. These advanced recycling technologies can significantly increase the types and amount of plastics that can be recycled.
These two remedies would result in more plastics being recycled. That’s what Americans want.
Confidence and Clarity
In the end, I hope and suspect Congress will agree to remove obstacles to plastics recycling that plague both American consumers and American businesses.
As Congressman Langworthy said: “This much-needed legislation… protects consumers from misleading claims while giving American manufacturers the certainty they need to invest, innovate, and compete. This legislation is a no-brainer for businesses, consumers, and our environment.”
And as the Recycling Leadership Council put it: “Recycling works best when consumers have confidence and companies have clarity.”
And as I put it: “Let’s give Americans what they want.”
