RecyClass (Brussels / Belgium; www.recyclass.eu), a cross-industry initiative created by Plastics Recyclers Europe (PRE, Brussels; www.plasticsrecyclers.eu), has published a “Use of Claim Guidance” titled “Recyclability and Recycled Content” to set the dos and don’ts for transparent communication on circularity of plastic products.

The newly released guidance lays down rules for companies that have obtained RecyClass certification (see Plasteurope.com of 04.12.2020), technology or product approval to communicate that their product is recyclable, designed to be recycled or that it contains a specific share of recycled content, to business partners, authorities, stakeholders, public procurement bodies, and consumers.

The reasons behind the new guidance, says RecyClass, are the upcoming EU legislative changes, which set mandatory recycled content targets in plastic beverage bottles and require packaging to be recyclable. “The industry must have tools that enable reliable verification and provide guidance on how to communicate comprehensively.”

Gian De Belder, technical director, R&D Packaging Sustainability, Procter & Gamble (P&G), and advisory board chairman at RecyClass, says, “Clear and fact-based communication on environmental benefits of a product not only results in consumers making well-informed purchase decisions but also provides clear guidance to a company that wants to make genuinely circular products.”