An estimated 11 million metric tons of plastic waste enter the ocean every year
and this figure could triple by 2040 if effective solutions are not implemented.
1 Plastic
pollution and the health impacts of plastics are estimated to cost the global economy $300
– 600 billion a year while businesses could face up to $100 billion in waste management
costs if plastic use increases as modeled.
2,3 To address this problem, plastic reduction,
material substitution, and accurate recycling labeling are key.
Chemical recycling, also known as advanced recycling, is the process of breaking down
plastic using heat and/or chemical reactions. While some companies emphasize this
process as a solution to the plastic pollution problem, at least one analysis has indicated
that the total environmental impact of the most widely used form of chemical recycling is
even worse than making plastic from virgin fossil fuels.
4,5
Chemical recycling’s negative environmental impact is distorted when companies use
“mass balance” accounting methods, which result in packaging being sold with less actual
recycled content than its corresponding labels may lead consumers to believe.
Amcor sells plastic packaging with ISCC (International Sustainability and Carbon
Certification) mass balance recycled content claims.
6 According to a complaint filed by the
California Department of Justice against ExxonMobil, the ISCC mass balance scheme is a
“false and misleading marketing scheme,” and the certified material contains “little to no
actual ‘advanced recycling content.’” 7
All US states have laws that forbid false and misleading advertising claims.
8 Five U.S.
states, Canada, the EU and the UK have laws addressing misleading environmental
marketing claims specifically. 9,10,11 Amcor’s use of mass balance recycled content claims. may mislead consumers about the environmental attributes of its packaging, exposing the
company to legal risk.
Any misleading content claims also create risks for Amcor’s brand. The company’s
customers rely on Amcor to provide guidance on packaging options. Misleading recycled
content claims could potentially damage the company's reputation with its customers,
especially if its packaging clients face backlash from end-consumers who believe they
were misled by recycled content claims.