EU Rules Could Rewrite the Future of Plastic

Brussels plan would require third-party audits and standardised methods to curb greenwashing in packaging claims

18 Jul 2025

The European Commission has unveiled plans to tighten how companies measure and report recycled plastic in beverage bottles.

Published on July 8th, the proposal would create an EU-wide standard, ending years of uncertainty over how far advanced recycling methods count toward green targets.

The draft rules make one thing plain: only plastic that ends up back in new products will be recognised. Material burned for energy or turned into fuel will not. Brands will need annual third-party audits, though smaller firms may face lighter checks. Brussels hopes the changes will stop inflated claims and make disclosures more credible across the single market.

For chemical recycling, the announcement could prove pivotal. The technology breaks down hard-to-recycle plastics into usable feedstock, yet weak policy signals have held back investment. One drinks-company sustainability director was bullish: "This provides the policy certainty we've been waiting for. It allows us to start planning long-term contracts with advanced recycling suppliers."

If passed, the law could reshape supply chains. Brands are expected to demand more documentation and tighter controls from their suppliers. Recyclers, in turn, may need costly upgrades and new certifications to remain competitive.

Environmentalists remain wary. Chemical recycling is energy-hungry, they note, while some manufacturers fret about higher compliance costs. Yet the industry broadly welcomes the clarity. A single framework, many argue, is preferable to the patchwork of national rules that now exists and may help curb the greenwashing that has long dogged the sector.

Adoption later this year would mark a shift in the EU's plastics strategy: less tolerance of fuzzy marketing, more emphasis on measurable outcomes. Companies that prepare early could turn regulation into opportunity, at least until the next round of Brussels reforms.