The Environmental Protection Agency has taken the first ever federal action against a system that misleads consumers about the recycled content in plastic products.
A ProPublica investigation in June showed how the plastics industry uses a controversial accounting method called mass balance to advertise plastic products as 20% or 30% recycled even if they physically contain less than 1% recycled content.
It involves a number shuffle, done only on paper, that inflates the advertised recycledness of one product by reducing the advertised recycledness of another, often less lucrative, product. Done purely for marketing, it has been criticized by environmentalists as a greenwashing tactic.
According to an EPA policy released this month, companies that want the federal government’s stamp of approval for their sustainable products can no longer use such convoluted math.
“This is the turning point” that will allow us to start killing the “hoax” of mass balance.
The EPA’s Safer Choice standard is a voluntary program that allows manufacturers to affix a “Safer Choice” label to their dish soap, laundry detergent and other products. The roughly 1,800 products that have earned that distinction include household cleaners sold in grocery stores and more niche products like industrial carpet stain removers. Until now, the program’s criteria have focused on encouraging brands to reduce their use of toxic chemicals. But the updated standard, released on Aug. 8, strengthens requirements for sustainable packaging as well; plastic packaging must contain at least 15% postconsumer recycled content.
A key requirement: The content must be determined “by weight,” effectively forbidding the mathematical sleight of hand.
“This is the turning point” that will allow us to start killing the “hoax
