SB 343: California’s Truth in Labeling Law
As consumers continue to gravitate toward sustainable products, a serious issue has emerged: Many businesses market their products with sustainability labels that aren’t accurate. California is taking steps to stop companies from misleading consumers with SB 343, the “Truth in Labeling” law.
The law restricts the use of the chasing arrows recycling symbol and other statements or symbols that suggest a product or package is recyclable unless it meets very specific criteria. Here’s what you need to know.
What Is Required for Packaging to be “Recyclable”?
CalRecycle conducted a study published in 2023 that identified which materials are actually recycled in California. That study helped inform the definition of “recyclable” in California, which requires that a product or packaging must be:
Collected by curbside programs serving 60% of California’s population.
Sorted into defined streams by 60% of state recycling programs.
For plastic packaging, manufacturers must avoid components, inks, adhesives, or labels that prevent recyclability under the APR Design Guide.
Products and packaging cannot contain intentionally added chemicals or disqualifying PFAS as specified by the law.
How Can Manufacturers Comply?
To maintain SB 343 compliance, companies manufacturing products or packaging should maintain documentation on:
Material type and form mapping for each product/package.
CalRecycle findings confirming that the material type/form meets the collection and sorting thresholds.
Design-spec documentation for labels, inks, adhesives, coatings, and multilayer elements.
Supplier certifications or test records for restricted chemicals and PFAS.
SB 343 Noncompliance Penalties
Direct statutory penalties for SB 343 violations include:
$500 for the first violation.
$1,000 for a second violation.
$2,000 for third and subsequent violations.
Enforcement may occur per SKU, package type, label run, or even per day.
Additionally, SB 343 violations may be used to support unfair-competition or deceptive-marketing claims under other California laws, creating a significant and unpredictable legal risk.
When Is SB 343 Compliance Required?
SB 343 will go into effect starting October 4, 2026.
The labeling restriction applies based on manufacturing date. Products manufactured before October 4, 2026 are not affected, while anything manufactured on or after October 4, 2026 is subject to SB 343 restrictions.
How Is SB 343 Related to EPR?
Extended Producer Responsibility (EPR) is a separate law holding producers responsible for the life cycle of their packaging and assessing eco-modulated fees based on sustainability. California’s EPR law is SB 54, which is currently in the rulemaking process although producers have already begun submitting reports.
SB 54 uses the SB 343 standards to determine whether covered materials are recyclable, which affects the fees producers pay for the packaging they introduce onto the California market.
SB 343 addresses the claim of recyclability, while EPR laws like SB 54 address the system behind the claim. The two laws complement each other with the shared goal of overhauling recycling to tackle the problem of excessive waste.
Prepare for California Packaging Laws With Snaplinc
Packaging rules in California are getting stricter and more complex. The interplay between SB 343 and EPR means companies can no longer treat recyclability claims, packaging design, and compliance strategy as separate issues.
If you need help evaluating packaging claims, preparing for SB 343, or understanding how California’s packaging frameworks affect your business, contact us today for a 30-minute call with a compliance expert.