A clear trend is emerging on both sides of the Atlantic: environmental claims are being held to higher standards, and plastics are in the spotlight.
Earlier this month, Canada released new anti-greenwashing guidance under its Competition Act, explicitly targeting vague or misleading recyclability claims. Brands making statements like “100% recyclable” must now prove these claims through rigorous, real-world evidence, backed by recognized testing methodologies. Notably, claims about plastic packaging are expected to reflect the actual fate of materials in local infrastructure, not hypothetical possibilities.
In Europe, similar momentum is building. The European Commission, working through its Consumer Protection Cooperation (CPC) network, recently engaged with Coca‑Cola after a complaint from BEUC and other groups about misleading recycling statements , Coca‑Cola has agreed to update its plastic bottle labels, clarifying that “100 % recycled plastic” applies only to the bottle body—not caps or labels—and to remove phrases like “Recycle me again”, which imply a closed‑loop system. This move underscores a major regulatory shift: claims must align with what actually happens on the ground, not what could happen.
What this means for businesses
In both regions, the message is clear: know your footprint, know your system—or risk making claims that won’t hold up.
This regulatory evolution makes plastic footprinting more than a reporting exercise; it becomes a compliance asset and strategic tool. Understanding where, how, and in what form plastic is used, released, and managed is now essential for any credible sustainability strategy.
At Earth Action, we’ve long emphasized this need. Our work through the Plastic Footprint Network (PFN) and the newly released CDP guide, “Understanding plastic data and footprinting: A step-by-step guide to support the CDP Plastics Module,” co-developed with CDP, shows how companies can map their plastic flows, identify leakage risks, and ground their circularity strategies in science-based, regionally specific data.
Read the recent contribution of Earth Action’s co-CEO Sarah Perreard in the Financial Times’ Sustainable Views article on EU efforts to curb plastic greenwashing.
Why granularity matters
The problem? Most plastic footprint data is still too generic to support credible recyclability claims. A label that holds true in one country or region may be meaningless elsewhere due to infrastructure gaps or lack of enforcement.
That’s why, four years ago, we launched Plasteax, the leading global database of polymer- and format-specific waste management data across 70+ countries. And now, in partnership with Systemiq, we are expanding this into the Packaging Data Hub—offering even more detailed regional insights on end-of-life packaging scenarios. These tools make it possible to assess the actual recyclability and mismanagement risk of plastics, not just in theory, but in practice.
Actionable tools for today’s landscape
- Regulatory alignment
Use the Plastic Footprint Network methodology and Plasteax country-level data to ensure your environmental claims are substantiated by real-world waste management performance. When possible, leverage region-specific end-of-life data aligned with local infrastructure. While Plasteax provides national-level datasets, we also apply this model to subnational and regional projects—contact us if you’re seeking tailored insights for priority markets.
- CDP support
Our new publication, “Understanding plastic data and footprinting: A step-by-step guide to support the CDP Plastics Module,” developed in collaboration with CDP, helps companies align their disclosures with best practices—and translate data into action. It connects the dots between plastic reporting, risk management, and credible mitigation plans.
- Risk radar
Leverage plastic footprinting not just to report, but to prioritize high-impact interventions across your value chain. Whether targeting microplastics, improving packaging design, or reducing mismanaged waste, a data-driven strategy helps you move beyond compliance toward long-term resilience.
Closing the gap between claim and reality
We’re entering a new era of plastic accountability, one where marketing must meet materiality. Claims like “recyclable” or “circular” must be grounded in operational truth, not optimistic assumptions.
If your business is making—or planning to make—packaging-related claims, now is the time to strengthen your foundation. At Earth Action, we support companies at every stage of their journey: from mapping their plastic footprint, to setting science-aligned targets, to designing packaging strategies that align with both regulatory expectations and real-world outcomes.
Our approach integrates:
- PFN methodologies for credible footprint baselining
- Plasteax and Packaging Data Hub for accurate end-of-life modeling
- Mitigation planning through the Plastic Pollution Mitigation Action Framework (PAF)
- Strategic support for eco-design, reduction, reuse, and leakage prevention
To start future-proofing your packaging strategy, ensuring compliance with evolving greenwashing regulations, and building a credible, science-backed roadmap toward circularity, contact us at contact@e-a.earth or visit www.e-a.earth
