For many years, businesses used the familiar triangular “chasing arrows” symbol to suggest that an item could be recycled. California now says that is not enough. Under SB 343, companies can use recycling symbols or claims only when the product or package meets real-world recycling standards in the state – meaning that it can currently actually be recycled by most Californians – and the deadline is fast approaching.
- California’s new labeling restrictions apply to products and packaging manufactured after October 4, 2026.
- Products made before October 4, 2026, are not subject to the new labeling restrictions, even if they are sold later.
What Is California SB 343?
SB 343 is California’s “Truth in Labeling” law for recyclable materials. It was passed to reduce misleading recycling claims and to make sure labels match what actually gets recycled in California.
Focused on products and packaging sold into the state, the law limits use of certain claims – the triangular chasing arrows symbol, resin identification codes inside that symbol on certain plastic items, and other claims that suggest an item is recyclable – unless the item can be accepted and processed for recycling in more than 60% of the state. In addition, there must be demonstrated commercial demand for that recycled material.
Many people see the familiar symbol and assume an item is recyclable, but that’s not necessarily the case. While it’s true the number inside the symbol indicates the type of plastic resin used, it can’t tell a consumer whether the item will truly be collected, sorted and made into something new.
- The chasing arrows symbol was created in 1970 to encourage recycling.
- It was adopted by the plastics industry in the 1980s to identify resin types. However, the presence of the symbol often leads consumers to think, “This goes in the recycling bin.”
What Is Recyclable Under SB 343, And What Is Not?
Under SB 343, an item is not considered recyclable just because it is technically capable of being recycled by somebody, somewhere. The question is whether it is likely to be actually recycled and repurposed in California’s system.
It’s important to note that SB 343 is not a ban on packaging but rather a truth-in-labeling rule. In general, a product or package must meet all of these requirements to qualify to use the chasing arrows:
- Collected by recycling programs serving at least 60% of California residents.
- Sorted into defined recycling streams by facilities serving at least 60% of state recycling programs.
- Recovered material regularly becomes feedstock used to make new products or packaging.
- Plastic packaging must meet design-for-recycling rules, including limits on components that make recycling harder.
That last requirement means some common items may not qualify, even if they carry a resin code or seem recyclable in theory. For example, rigid plastic containers are more likely to qualify than flexible films, pouches, multilayer packaging or items with labels, adhesives, colors or other features that interfere with recycling.
Laura Smith, CAS
Sustainability & Compliance Manager, Storm Creek
How To Prepare For Compliance With SB 343
Firms that do business in California should act now:
- Audit your packaging and labels. Review every product, package, on-pack symbol, resin code and recycling statement used for products sold in California.
- Check each item against California’s rules. Look at the material type and form, then compare it with CalRecycle’s published findings and any relevant design guidance.
- Remove or revise noncompliant claims. If an item does not qualify, remove the chasing arrows and any wording that suggests to consumers that the item is recyclable.
- Maintain documentation that supports each recyclability claim.
- Work with your material suppliers and decorators. Confirm that substrates, labels, inks, adhesives, closures and other components do not undermine your recyclability claims.
- Update artwork and molds as soon as possible. Packaging changes can take time, especially where resin codes or molded symbols are involved.
- Coordinate across teams. SB 343 affects compliance, design, claims and product launch timing.
“SB 343 has really pushed us to be more intentional about our packaging claims,” says Laura Smith, CAS, sustainability and compliance manager at Storm Creek (PPAI 438091, Gold), PPAI 100’s No. 28 supplier. “One concrete step we’ve already taken is removing the chasing arrows from our inbound product packaging that are recyclable at stores, not curbside recyclable.”
Smith recommends starting with CalRecycle’s guidance documents for lists of what materials fall under the 60% recycling access threshold, and then taking a careful look at your packaging.
“The most practical first step is a packaging audit,” she says. “Pull together everything that currently carries the symbol and ask honestly whether each item genuinely meets the standard. October isn’t that far off, and labeling changes can take time to work through the supply chain, so the sooner the better.”
