UK ad watchdog to crack down on ‘biodegradable’ and ‘recyclable’ claims 

Posted on December 7, 2023 by DrRossH in BioPlastics, General, Plastic Waste News

Consumers were angry and dismayed when they found out the truth about these terms, says an ASA study

Source: UK ad watchdog to crack down on ‘biodegradable’ and ‘recyclable’ claims | Advertising | The Guardian

British consumers believe they are making green choices while disposing of waste when they are often not, according to a new report. The study, from the Advertising Standards Authority (ASA), based on extensive interviews with consumers, found widespread misunderstandings around common terms such as “biodegradable”, “compostable” and “recyclable”, leaving participants angry when they discovered what they meant.

According to the ASA, households in the UK take pride in recycling and food-waste management, and hope to play their part in preventing the destruction of nature by putting rubbish into correct bins or buying products with green packaging.

However, some participants in the new research believed the labelling meant that packaging would disappear entirely or decompose. Some of those surveyed were surprised to learn that “biodegradable” packaging has an unlimited timeframe to break down and could produce toxins.

Many “compostable” products need to be taken to a specialist waste centre and would not break down in a household compost bin, although many of those surveyed believed the products could be composted at home.

It is what the lable is NOT telling you that is more important than what they put on it.  Biodegradable claim yes , it will only biodegrade under a certain set of conditions which the public do not have access to.