From California SB 343, to Colorado’s HB 2201355, to the EU Green Claims Directive, regulators around the world are cracking down on greenwashing regulations and putting companies on notice. The message is clear: If you say our product is recyclable, it better be true.
California Senate Bill 343 is one of the most stringent and enforceable laws regulating environmental marketing claims regarding recyclability of products and packaging materials. With the release of the CA SB 343 Final Findings Report on April 4, 2025, the countdown has begun for companies to bring their packaging and sustainability claims into full compliance by October 4, 2026.
Who Should Pay Attention?
Businesses that create, manufacture, import, or sell consumer goods, including brand owners, retailers, packaging designers, printers, and labelers, should be aware of the important regulations set forth in CA SB 343. If your product or packaging includes any sustainability claims, whether explicit or implied, it’s crucial to ensure compliance with these guidelines. This includes any statements suggesting that your product is eco-friendly or encouraging consumers to recycle or compost. If you’re operating in California and promoting environmentally friendly initiatives while using materials like plastic, glass, metal, ceramic, paper, fiber, wood, or organic substances, it’s essential to take proactive steps to align with these regulations.
The Era of Loose Recycling Claims is Over
CA SB 343 targets greenwashing head-on by establishing strict requirements for organizations that wish to make recyclability claims in their products or packaging. It prohibits the use of the Universal Recycling Symbol (the Mobius Loop) and the placement of resin identification codes within the symbol unless the product or packaging material meets strict statewide criteria for recyclability. The law will remove vague or misleading claims about recyclability, ensuring that only genuine, compliant products can make such claims. CalRecycle is responsible for determining the percentage thresholds for recyclability claims in the current Findings Report and any subsequent reports to follow.
If your label says it is recyclable, it must meet the following thresholds:
- Be collected in curbside recycling programs that service at least 60% of Californians
- Be sorted into defined streams by at least 60% of the statewide recycling programs
- Be used as feedstock in the production of new products or packaging (i.e., products routinely made using recycled materials)
If your product does not check all three boxes, calling it recyclable or displaying the Mobius Loop is considered a “deceptive or misleading claim” under California law. Such violations are classified as misdemeanors and are subject to enforcement by the Attorney General, local prosecutors, and private lawsuits under unfair competition laws.
Why Businesses Should Care About Greenwashing Regulations
SB 343 is part of a global regulatory shift toward validated sustainability marketing. Brands that take proactive steps will protect themselves from risk and potentially gain a competitive advantage in a market increasingly shaped by customer trust and regulatory scrutiny.
By October 2026, companies must:
- Audit all current California-bound products and packaging to verify alignment with SB 343 recycling criteria.
- Remove or revise any noncompliant recyclability claims or symbols that cannot be substantiated.
- Strengthen data-tracking methods to document and prove the validity of sustainability claims.
- Stay on top of evolving guidance from CalRecycle, which will update findings every five years. The first update will be issued in 2027.
Don’t wait until 2026. Navigating SB 343 compliance is a chance to build resilience and gain customer trust. At GSI, we specialize in helping companies bridge the gap between sustainability goals and regulatory compliance. Our team of scientists, engineers, and environmental experts can map your full packaging inventory against SB 343 standards, assess recyclability and compostability using recognized testing protocols, flag at-risk SKUs, recommend design or material alternatives, and provide documentation and claim substantiation for audits or legal scrutiny. We can also develop tracking methods to ensure outbound products meet the various compliance markets beyond California.
