California’s Truth in Labeling for Recyclable Materials law (SB 343) reshapes how packaging communicates recyclability. The law creates new requirements for products and packaging displaying the chasing-arrow symbol or the word “recyclable.”

As a result, EcoEnclose’s poly-based packaging, including our 100% recycled poly mailers, recycled bubble mailers, recycled poly bags, and both mono- and multi-material pouches, can no longer feature the chasing arrows or the word “recyclable.”

These items have always been store drop-off recyclable in the thin film category, but are now subject to stricter labeling standards in California.

In response, EcoEnclose has developed new icons and end-of-life messaging, which will appear on all stock packaging in early 2026. We’ll also work closely with our brands that custom print their poly-based packaging to review and adjust their branded packaging before the compliance deadline of October 4, 2026.

Source: EcoEnclose

California’s SB 343 aims to reduce consumer confusion and ensure consistent recyclability claims.

The legislation makes it unlawful to use the chasing-arrows (Mobius loop) symbol or unqualified recyclability language on packaging sold or distributed in California unless the material meets all of the following criteria: 

• Widely collected: The material is collected for recycling by programs serving at least 60 percent of California’s population.

• Sorted and processed: The material is sorted and processed into feedstock for new products by facilities serving at least 60 percent of those programs.

• Actually recycled: It is used to manufacture new products or packaging, not just collected and discarded.

If these conditions are not met, the product or package cannot display: 

• The chasing-arrows symbol / Mobius loop

• Triangles or circular arrows are used to suggest recyclability in place of the chasing-arrows symbol

• The word “recyclable” without qualification

Unlike other laws, SB 343 has no exemptions based on company size or product category.

It is up to each brand to validate and self-substantiate compliance using CalRecycle’s published data and guidance. CalRecycle’s role is to research and publish findings, not to police, monitor, or approve labeling.

Once SB 343 is in effect, there is no centralized enforcement body overseeing compliance, no registration or reporting requirement, and no state-run review process like there is under Extended Producer Responsibility (EPR) programs or bag-fee laws.

Instead, SB 343 operates like California’s Proposition 65 or the Environmental Marketing Claims Act (EMCA). It establishes clear legal boundaries for what constitutes a misleading recyclability claim.

Suppose a company uses the chasing arrows or the word “recyclable” in a way that does not meet the law’s criteria. In that case, that company becomes legally vulnerable to enforcement or litigation from entities such as the California Attorney General, district attorneys, city attorneys, or private parties.

CalRecycle provides the reference data. Brands are responsible for ensuring their packaging claims are consistent with that data. Failure to do so does not trigger a fine or reporting penalty from CalRecycle, but it does create legal exposure for deceptive labeling or false advertising.

Legislation Timeline 

• October 2021: SB 343 signed into law, launching California’s effort to establish clear, data-driven standards for recyclability labeling. 

• December 2024: CalRecycle publishes draft recyclability findings based on statewide collection and sorting data. These findings are the preliminary guide for brands and material suppliers to assess compliance. 

• April 2025: CalRecycle releases its final recyclability findings, identifying which material types and forms meet the 60 percent collection and sortation threshold. These findings become the foundation for determining what can legally be labeled “recyclable” in California. 

• October 4, 2026: Compliance deadline. All packaging sold or distributed in California must align with SB 343’s labeling requirements. Any packaging displaying noncompliant recyclability claims after this date may be subject to enforcement or litigation.

• 2027 and beyond: CalRecycle will periodically review and update its recyclability findings to reflect collection, sorting, and end-market infrastructure changes. This means recyclability designations can evolve—materials that do not meet the 60 percent threshold today could qualify in future updates, and vice versa.

CalRecycle’s 2023-2024 Material Characterization Study, published as part of the obligations under Senate Bill 343 (SB 343), establishes the foundational data that brands and packaging suppliers must use to evaluate recyclability claims in California.

The study focuses on two primary metrics: 

• Collection access: The percentage of the California population served by residential curbside recycling programs that accept a given material type and form. 

• Sorting and processing access: The percentage of counties (and thereby population) served by large-volume transfer/processing (LVTP) facilities that sort the material into defined recyclable outflows.

Here are some key findings relevant to packaging that we and our EcoAllies deal with most frequently. 

• Uncoated corrugated board: Very high collection and sortation metrics suggest recyclability access of approximately 99 %. 

• Uncoated paper bags and other uncoated paper packaging: Also strong, around ~97 %. 

• Coated paper and composite fiber packaging: This is significantly lower, around ~38% (for example, wet-strength boxes, coated food serviceware). This underscores the importance of special repulpability testing or labeling programs like How2Recycle for coated or mixed paper products. 

• Plastic films and bags (designed for disposal): Around ~28%, indicating limited access to collection + sortation streams in the state. 

• Mailing pouches & shipping envelopes (films, flexible packaging): Approximately ~29%. 

• Other multi-material laminates: Ranges from 0–29% depending on the specific sub-category and material form. 

The data confirm two core realities: 

1. Most uncoated paper-based materials are highly accessible for recycling in California and thus are strong candidates for compliant recyclability claims (assuming design and feedstock criteria are also met). 

2. Plastic films, multi-material laminates, mixed coatings, and complex composites are not yet meeting the statutory thresholds for collection and sortation (depending on the material). This means packaging made of these materials is at greater risk when making unqualified recyclability claims. We’ll avoid chasing arrows and using “recyclable” on these packaging formats and recommend that our brands do the same.

Important Caveats

The study covers collection and sortation data only (criteria 1 and 2 under SB 343). It does not provide complete data on reclamation into new products (criterion 3) or packaging design/composition (criterion 4) for each SKU or product. 

Even where collection/sortation metrics are high, a brand must evaluate its specific packaging SKU (inks, labels, adhesives, coatings) to determine compliance.

Meeting the thresholds does not automatically mean the packaging can display the chasing arrows symbol. The material type/form may qualify, but the brand must still validate its product.

Source: EcoEnclose

Here’s how these findings affect EcoEnclose product lines:

Paper packaging

All uncoated paper-based packaging, including corrugated and kraft paper mailers, is compliant and deemed recyclable as long as they meet necessary design criteria (e.g., being above 2”x2”x2” in diameter). This includes the following:

• Kraft Mailers

• Apparel Mailers

• EcoX Mailers

• Rigid Mailers

• Glassine Bags

• Corrugated Boxes

• Retail Folding Cartons

• EcoBand Paper Product Wrap

• Notecards

• Void Fill

Paper products with linings or adhesive coatings

Over time, EcoEnclose will launch paper-based packaging with coatings for various purposes, such as cushioning, heat sealability, and barrier properties. For these lines, we’ll ensure repulpability testing is complete and that this packaging is successfully recyclable with mixed paper streams before claiming recyclability.

Plastic film and multi-laminate packaging

These items cannot be labeled with chasing arrows or “recyclable” under SB 343, even though they remain store drop-off / thin film recyclable. This includes the following:

• 100% Recycled Poly Mailers

• RCS100-Certified Poly Mailers

• Recycled Bubble Mailers

• 100% Recycled Poly Bags

• Recycled and Mono-Material Standup Pouches

We’ll soon share updated visuals comparing our previous and new icons, disposal language, and mockups of how the changes will appear on stock packaging.

Custom-branded packaging

If your brand prints custom packaging with us, we’ll ensure your artwork is compliant. 

• Artwork Review: We’ll review all existing artwork this quarter for customers who custom-brand their poly mailers, bubble mailers, poly bags, or pouches with us. 

• Transition Timing: We’ll work with you to remove chasing arrows and unqualified “recyclable” language from all designs by Q1 2026. 

• New Projects: Our Creative Team is actively reviewing and auditing new artwork with SB 343 in mind and will work with you to make it clear and compliant. We recommend using EcoEnclose’s updated icons and disposal messaging immediately. 

• Post-Q1 2026: We strongly discourage the use of chasing arrows or the word “recyclable” on poly-based packaging without disclaimers and discussion.

Our Creative Team and Account Managers are here to provide guidance, resources, and templates to help you update artwork and ensure compliance well before the October 2026 deadline.

SB 343 and two other major California packaging laws share similar goals but target different parts of the circular economy.

SB 54: Extended Producer Responsibility (EPR)

Passed in 2022, Extended Producer Responsibility in California (SB 54) shifts financial responsibility for packaging waste to the companies that produce it. Under this law, brands selling packaged goods in California will fund the collection, recycling, and cleanup of that packaging through a producer responsibility organization.

While SB 54 defines who pays for and manages recycling infrastructure, SB 343 defines what brands can say about recyclability on their packaging. Importantly, the two laws' definitions of “recyclable” do not yet align. A material could be considered recyclable for SB 54 fee and reporting purposes, but it still fails SB 343’s stricter labeling criteria.

CalRecycle has indicated that future updates may harmonize these frameworks. For more information, see our Guide to Extended Producer Responsibility.

SB 270: Plastic Bag Ban and Reusable Bag Standards

Enacted in 2014, SB 270 banned most single-use plastic carryout bags and set standards for thicker reusable plastic bags that must be recyclable in California.

Recent enforcement actions by the California Attorney General against bag manufacturers for misleading recyclability claims illustrate how SB 270 and SB 343 work together. SB 270 governs which bags can be sold and labeled as reusable; SB 343 governs how truthfully those recyclability claims are made.

These laws are complementary but distinct:

• SB 54: dictates how brands must fund and manage recycling systems.

• SB 270: sets design and labeling requirements for retail carryout bags.

• SB 343: defines symbols and recyclability language that can legally appear on packaging.

California is expected to refine and align these laws over time to ensure consistent definitions and more precise guidance for brands.

SB 343 increases transparency and strengthens consumer trust in recycling claims. Whether it accelerates or slows circular progress remains to be seen.

On the positive side, it may push companies to invest in collection, sorting, and remanufacturing infrastructure so their materials can meet the 60 percent threshold and be legitimately labeled recyclable.

A potential downside is that companies developing next-generation materials might lose the ability to use recyclability claims while building the necessary infrastructure.

The law emphasizes that credible communication is critical to a circular packaging economy.

Source: How2Recycle

The How2Recycle (H2R) labeling program has updated its system to align with SB 343.

Starting in Q1 2026, brands must use H2R’s new logos. To obtain a label:

1. Become a member of How2Recycle or the Sustainable Packaging Coalition

2. Submit detailed packaging specifications - including inks, labels, and adhesives - for each SKU you want to label.

3. H2R reviews and assigns a recyclability designation based on current access and infrastructure.

4. Brands may resubmit as materials or markets evolve.

While EcoEnclose cannot print or provide How2Recycle labels directly, we have How2Recycle prequalification letters for our poly-based packaging. We are actively working to update these labels to the new How2Recycle standards. Check out our Guide to How2Recycle Labeling to learn more.

California’s SB 343 is redefining packaging transparency, challenging brands to back every recyclability claim with data—and EcoEnclose is helping them lead the way with compliant, credible, and circular packaging solutions.

Whether you already work with us and are looking for more guidance, or are actively looking for a packaging partner who can keep you ahead of the rapidly evolving legislative landscape, we are here to help.