What is the new EU Green Claims Directive? And what does this mean for recycled products?

“Made from recycled materials.” 

“Eco-friendly packaging.”

“This bottle is 100% recycled”

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We’ve all seen those labels on the products we buy, but did you know that there are more than 200 sustainability labels all with their own standards on reporting? 

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The evidence behind these sustainability claims are so vague that even your Grandma’s 50+ year old plastic tupperware is more transparent than some of the labels.   

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However, In 2025, the European Union is getting serious about greenwashing, and if you’re in the recovered paper or plastics industry, then you should probably know this too.

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Under the recently proposed EU Green Claims Directive, companies that make environmental claims like “made from recycled materials” or “eco-friendly packaging” will need to prove those claims with verified data and third-party certification.

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How would the Green Claims Directive regulate sustainability labels?

The law proposal aims at eliminating false or misleading environmental claims. It applies to any business selling in the EU that markets its products using terms like: Recyclable, Sustainable, Climate neutral, or Made from recycled materials.

This will help the EU make sure that these claims are scientifically substantiated, independently verified, and traceable through the supply chain.

Companies that fail to comply could face fines, bans, or removal of their products from EU markets.

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What this will mean for the recovered materials industry

This directive is a huge opportunity for companies in the recovered plastics and paper sector.

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Why? Because brands are now actively seeking certified recycled materials to meet compliance standards. They need partners who can:

• Provide proof of recycled material
  
  
• Track material origin and flow
  
  
• Offer third-party certifications (like ISCC+, RecyClass, or RCS)
  
  

All seems pretty simple, right? 

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The EU’s Green Claims Directive would be raising the standards for recycled materials and that’s good news for suppliers who can deliver with verification. 

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Want to learn more about the type of recovered materials we work with? Go to our Services menu!

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