Google Asks: Is The EU Ready for New Plastic Regulations?

All countries in the EU are mandated to include 25% recycled content in plastic beverage bottles made from polyethylene terephthalate (PET) by the end of the year.

The EU’s Commission Implementing Decision instructs an increase in the recycled plastic content of single-use plastic beverage bottles for a more circular and eco-friendly economy​​.

The legislation sets clear targets for recycled plastic content in beverage bottles:

• By 2025, PET bottles must contain at least 25% recycled plastic
• By 2030, all beverage bottles must have at least 30% recycled plastic​​.

The legislation includes labels and sleeves, which are often made of plastic along with other materials.

However, Robert Little, Sustainability Strategy Lead & Subject Matter Expert at Google, questions if the directive will be well-received: "Despite significant investments in recycling, the industry faces uncertainty around the single-use plastics directive," he says.

"A lack of clarity on penalties for not reaching the 25% recycled content target and inconsistencies in auditing procedures across member states pose considerable challenges."

Single-use plastic in beverage bottles

Single-use plastics are disposable items designed for one-time use, including plastic bags, water bottles, straws and food packaging. 

Although convenient and low cost, they have a significant environmental impact, contributing heavily to pollution, particularly in oceans where they break down into harmful microplastics. 

Globally, around 300 million tons of plastic are produced annually, with half of this used for single-use purposes. Yet, most of these plastics take hundreds of years to decompose, releasing toxins as they break down.

Recycling remains a global challenge.

Only about 9% of all plastic ever produced has been recycled. This is because single-use plastics are often contaminated or of low quality.

PET is commonly used for bottles and packaging due to its strength, lightweight properties and transparency. 

Unlike some other single-use plastics, PET can be recycled multiple times. However, PET recycling rates remain low, with only about 29% of PET bottles recycled in the US.

Plastic vs the EU

The EU has some key PET plastics targets:

• 77% separate collection for bottles by 2025, rising to 90% by 2029
• 25% mandatory recycled content in PET bottles from 2025
• 30% mandatory recycled content in plastic bottles from 2030

Despite significant investments in recycling, the plastic industry faces uncertainty around the single-use plastics directive. 

A challenge posed by the 25% recycling target is that there is a lack of clarity on what penalties and charges will be faced if targets aren't met.

The reasons for this decision is due to the fact that:

• Each person in the EU generates around 36.1kg of plastic packaging annually
• Half of the plastic collected for recycling is exported to be treated in countries outside the EU
• The EU produced 16.13 million tonnes of plastic waste in 2021, recycling 6.56 million tonnes
• The EU aims to recycle 55% of plastic packaging waste by 2030
• The volume of plastic packaging waste generated per inhabitant increased by about 29%, +8.1 kilos per person, between 2010 and 2021
• Plastic leakage from businesses is projected to double by 2060.

The EU's commitment to reducing plastic waste and boosting recycling rates marks a promising step toward sustainability.

Success depends on clear penalties for non-compliance and efficient, transparent auditing processes. 

Even within the EU's relatively circular economy, there remains substantial room for improvement in plastics recycling. 

While policies and commitments are essential, building a truly circular economy for plastics will require relentless effort, innovation and adaptation. 

"While the EU's goal is both laudable and seemingly low at the same time, its success hinges on clear penalties for non-compliance and streamlined auditing procedures," Robert says.

"Furthermore, addressing the complexities of plastic recycling, such as the quality and price of recycled products compared to their unrecycled counterparts, is crucial. Even in the most circular economies like in the EU, plastics recycling still has significant room for improvement.

"Despite these hurdles and slow progress, I remain cautiously optimistic.

"We have to - and it's key to focus on how to improve the direction and speed for a world without plastic pollution. The EU's commitment to reducing plastic waste and increasing recycling rates is a step in the right direction.

"However, it's crucial to acknowledge that even with the best intentions and policies, achieving a truly circular plastics economy requires continuous effort and improvement.

The journey is long, but with steady progress, the vision of a sustainable, plastic-free future is achievable.

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