California SB 343 is reshaping how packaging producers can describe recyclability in one of the world’s most influential markets, forcing brands to move from assumptions and averages to evidence-based claims grounded in real recycling system performance.

Introduced as California’s Truth in Labelling for Recyclable Materials law, SB 343 targets misleading environmental claims and greenwashing by redefining when packaging can legally be described as recyclable. For brands selling into California, it represents a fundamental shift in how packaging design, labelling, and data validation must be approached.

What is California SB 343?

California SB 343 was enacted to ensure that recyclability claims reflect what actually happens to packaging in real-world recycling systems, not what could happen in theory.

Under SB 343, packaging may only be labelled as recyclable if it meets strict criteria demonstrating that it is:

  • Collected by recycling programmes serving a significant proportion of California residents
  • Successfully sorted at material recovery facilities
  • Sent to reclaimers that genuinely reprocess the material into feedstock for new products

If packaging does not meet these thresholds, the use of the chasing arrows symbol or the word “recyclable” may be prohibited.

The intention is clear: recyclability must be proven through system performance, not marketing intent.

Why SB 343 Matters for Packaging Producers

For many brands, SB 343 exposes a long-standing disconnect between packaging claims and recycling reality.

Packaging that is technically recyclable in laboratory conditions may fail at scale due to:

  • Inconsistent collection coverage
  • Sorting limitations at recycling facilities
  • Material combinations that contaminate recycling streams
  • Insufficient end-market demand for reprocessed material

SB 343 makes these systemic issues a legal and reputational risk. Claims that cannot be substantiated with credible evidence may lead to enforcement action, product relabelling, and loss of consumer trust.

Evidence Over Assumptions: The Core Shift in SB 343

One of the most important changes introduced by California SB 343 is the move away from theoretical recyclability towards demonstrable outcomes.

Compliance is no longer about whether packaging should be recyclable, but whether it is being recycled in practice.

This requires brands to answer difficult questions, including:

  • Is this packaging consistently collected at scale?
  • Does it survive sorting processes intact?
  • Is it actually reprocessed into new materials?
  • Can these outcomes be evidenced with reliable data?

Without credible, third-party data, many recyclability claims become difficult to defend.

SB 343 and the Risk of Greenwashing

SB 343 sits squarely within a broader regulatory push against greenwashing, both in the US and globally.

By tightening the definition of recyclability, California is signalling that vague or unsubstantiated environmental claims will no longer be tolerated. For global brands, this has implications well beyond California, as packaging decisions and labelling strategies are rarely market-specific.

Getting SB 343 wrong risks:

  • Regulatory penalties
  • Forced packaging redesigns
  • Reputational damage
  • Loss of consumer confidence

Getting it right builds trust, transparency, and long-term brand value.

How California SB 343 Connects to Packaging Data and Traceability

SB 343 does not mandate a single method for proving recyclability, but it strongly favours approaches grounded in real-world data.

This is where packaging lifecycle visibility becomes critical.

Access to granular, packaging-level data helps organisations:

Understand how packaging performs across real recycling systems

Validate or challenge internal assumptions

Support accurate labelling decisions

Prepare for audits, enforcement, and future regulation

As packaging regulations increasingly converge around transparency and accountability, data-driven approaches are becoming a strategic necessity, not a nice-to-have.

SB 343 and the Global Direction of Travel

California SB 343 reflects a wider global trend: packaging claims must align with system reality.

From Extended Producer Responsibility schemes to digital product passports and enhanced labelling rules, regulators are demanding clearer evidence of environmental performance. Brands that invest early in packaging data and traceability are better positioned to adapt as expectations rise.

SB 343 is not an isolated law. It is a signal of what’s coming next.

Preparing for California SB 343

For organisations selling into California, preparation starts with understanding how packaging actually behaves after it leaves the consumer’s hands.

Key steps include:

  • Reviewing current recyclability claims
  • Assessing packaging formats and materials against real-world outcomes
  • Identifying gaps between intent and performance
  • Building access to credible, third-party packaging data

The brands that succeed under SB 343 will be those that replace guesswork with insight and claims with evidence.

Final Thoughts

California SB 343 marks a turning point in packaging regulation, placing truth, transparency, and real-world performance at the centre of recyclability claims.

For packaging producers, it is both a challenge and an opportunity: a challenge to outdated assumptions, and an opportunity to build trust through verified data and measurable outcomes.As regulation evolves, the question is no longer whether packaging can be recycled, but whether it is.