How we support our clients to avoid greenwashing in their packaging

In the real world, labels tell you more than meets the eye. A simple “100% recyclable” printed on a product can make the consumer feel that by making that purchase they are aiding in taking care of the planet. But, what is this claim, well intentioned as it may be, is not entirely true in practice?

At Grupo Plastilene we often receive requests from our clients to “certify” that our packaging is 100% recyclable or “eco friendly”. This is where we recognize our responsibility as manufacturers: we support our clients with solid arguments, scientific data, and legislative knowledge, so their packaging claims are clear, precise, and honest.

Legislation is clear, and doesn’t mention “100 %”

According to NTC  ISO 14020 and 14021 a packaging can claim to be recyclable if it fulfills three conditions:

1. It is technically recyclable: its design and make up allow for the package to be recycled in an industrial process.
2. There is sufficient infrastructure to be recycled: there are facilities and processes available in the majority of the regions where the product is sold.
3. It is collected and recycled effectively: it is not enough that the product can be recycled, it must happen practically.

The third point is where there are still great challenges to overcome. Even if a packaging is designed to be recycled, the lack of collection systems or sorting can make it so the product ends up not being able to be recovered. All of this makes the claim that the packaging is “100% recyclable” not only imprecise, but can be perceived as greenwashing.

The risk lies in saying too much

It is not a minor issue. In many countries, global companies have faced lawsuits and fines because of misleading claims:

1. In the United States, a company that sells toothpaste was sued over promoting their toothpaste tubes as “recyclable” even though there is no available infrastructure to recycle them. Consumers argue that the marketing of the product was incorrect. The lawsuit progressed and the reliability of this argument questioned, as well as how it aligned to the Federal Trade Commission’s guidelines.
2. In the European Union a bottle packaging company was forced to change their labels after being accused of greenwashing. They were also forced to change claims such as “made with 100% recycled plastic”, had to clarify that this only applied to the bottle, not the cap, or the label, and remove claims that made it seem like there is an infinite recycling potential such as “Recycle me again”
3. A large CPG company is facing a collective lawsuit by Hagens Berman. The suit points out greenwashing in one of their brands. The product promotes a false sustainable facade, even if it actively is fueling deforestation in Canada.
4. A group of consumers sued an electronics multinational due to what they saw as false promotion of one of their paper product lines as sustainable. The collective suit for “green makeup” shows that the suppliers of the brand are systematically destroying primary forests that are key for carbon sequestration and fauna rehabilitation.

These cases showcase that it’s not enough to have good intentions: precision and transparency are essential, so there is no consumer confusion and the overall brand isn’t affected

How we support our clients

At Grupo Plastilene, when a client asks for a certification, we reply with a technical letter where we:

Our goal is not to limit client communication, but help build it with messages that are aligned with reality, legislation, and international best practices. Besides, we like our clients to communicate beyond just the packaging; for example, through digital campaigns, mass communication, and other channels that also reach the end consumer.

The real journey to sustainability is not done only by flashy messages, but real commitment. If we create communications that are precise, we avoid legal risk, increase credibility from consumers, and above all, support the creation of a culture where environmental information is clear and verifiable.

On March 26 of 2026, the European Union’s Parliament published Directive 2024/825 against greenwashing. Companies would have different obligations. Amongst them, provide clear information to consumers and avoid misleading claims. The possibility also exists that companies would be required to prove their environmental goals certified by a third party entity and make them publicly available.

In a market where transparency is necessary and valued more every day, we support our clients with promoting circularity within plastics. This is how we improve collection and real recyclability, beyond just any label.