Championing consumer clarity: The essential role of labels in enhancing recycling

A critical aspect of improving recycling rates hinges on clear guidance for consumers; this is where labelling plays a vital role. Without clear instructions, recyclable materials risk ending up in the wrong bin, and contamination can disrupt the recycling process. However, the challenge isn’t just about placing labels on packaging—it’s about assessing recyclability thoroughly and responsibly.

The Recyclability Assessment Methodology (RAM) will push every business to evaluate their packaging’s recyclability, and this assessment will shape not only the labels but also the modulated fees tied to recycling under the Extended Producer Responsibility framework. Even though labelling may no longer be mandatory in the early stages, it remains a crucial output from this process.

“Decisions about packaging are incredibly complex,” added Allan. “Packaging is essential to our modern lives, but it is also challenging and nuanced. When you start having conversations with people who don’t work in packaging, you can see their eyes glaze over, or their brains start to struggle with the complexity. They just want to know what to do with the packaging: Do I put it in the bin or in the recycling? It’s up to us, and the brand owners, to provide that information.

“We help many of our members navigate these complicated decisions. One of the things we have been doing, in collaboration with Defra and the consultants working on the RAM, is ensuring that their methodology aligns closely with what OPRL has been doing. This has become an industry standard, and the decisions are evidence-based. They are independent and material-agnostic, among other things.

“It’s a really complementary effort; the industry is keen for the base to be what OPRL does because that’s what they know and trust. It’s also crucial for consumers that we don’t enter a situation where people can put whatever they like on their packaging, as this would only confuse them and negatively impact recycling rates in the UK. Clarity in communication must be the best way to achieve this, giving people a reason to believe in the system.”

Without mandatory labels, there is a fear that confusion will persist over what can and cannot be recycled, leading to contamination in recycling streams or, worse, recyclable materials being sent to landfills. This comes at a time when the government is trying to push producers toward more sustainable packaging through the pEPR scheme, which includes modulated fees—higher charges for companies that use materials with a higher environmental impact, and lower charges for materials that can offer additional value through reuse or recycling.

Additionally, the lack of clarity over how pEPR will now address packaging labelling has left industry insiders with unanswered questions. The scrapping of the mandatory labels is seen as a sign of the Labour government’s “pragmatic” approach to balancing environmental goals with economic pressures on businesses. Still, critics worry that this pragmatic stance could weaken the overall impact of the pEPR scheme. While the move may prevent a last-minute scramble for labelling compliance, it also raises concerns that it will slow down progress in improving recycling infrastructure and consumer habits.

“Mandatory measures are not off the table; they are coming because they are necessary,” said Allan. “The challenge is that we don’t know exactly when that will happen due to the issues that have come up. However, in the absence of an agreement on what the mandatory requirements will be, the voluntary scheme becomes even more important. As pEPR starts, we need to ensure that people know what to do, and to me, that was a really encouraging sign.

“All those decisions are on a knife edge; we have to figure out how to make a difference without making it ridiculously expensive for brands. If they have to pay for all the packaging they put on the market, and it isn’t getting recycled, the fees they pay will be high with no benefit for anyone. So, we do need to play our part.

“Voluntary labelling in the interim will be really important, along with the messaging. On the B2B side, it’s crucial to communicate with members and those who might think they can just delay action until we have clarity on the mandatory requirements. They really need to start preparing and thinking it through. Even though we don’t yet know what that label will look like, it might still resemble the label we currently have. Regardless, it will still take up some space on their packaging. If they haven’t begun to consider where it will go and how it will work, they will find themselves scrambling to make changes when the time comes. So, progressing with the voluntary label now gives you all sorts of advantages, including preparation for the future.”