SB 343: California's New Recyclability Labeling Law and What Businesses Need to Know Before October 2026

SB 343 was signed into law in 2021 and restricts the use of the chasing-arrows recycling symbol on packaging and products sold in California. The law also restricts use of the word "recyclable" or any equivalent claim. The intent is to eliminate misleading recyclability labeling on materials that are not actually recovered through California's recycling infrastructure.

The 60/60 Rule

For a material to legally display the chasing-arrows symbol or claim recyclability in California, it must meet a two-part test:

1. The material must be collected for recycling by programs that serve at least 60% of California residents.

2. The material must be sorted into defined streams and processed by at least 60% of California Material Recovery Facilities (MRFs).

Both conditions must be met. A material that is theoretically recyclable but isn't actually collected or processed at 60% scale does not qualify.

CalRecycle's Material Characterization Study

CalRecycle published an updated Material Characterization Study in April 2025. The study determines which materials currently meet the 60/60 threshold and is the official reference for what qualifies as "recyclable" under SB 343.

Enforcement Date for Manufacturers

The labeling enforcement date is October 4, 2026. This applies by manufacture date — products manufactured on or after October 4, 2026 that display the chasing-arrows symbol on non-qualifying materials are in violation.

Products manufactured before October 4, 2026 are not subject to immediate enforcement even if their packaging contains the disqualifying labeling. The intent is to give manufacturers a clear cutoff date for production line changes.

Who SB 343 Applies To

The law applies to manufacturers of packaging and food service ware sold in California. This includes:

- Domestic manufacturers selling into California - Out-of-state manufacturers selling into California - Importers of finished goods using packaging displaying recyclability claims

Brand owners and retailers may also face exposure if their packaging suppliers use non-compliant labeling.

Penalties

SB 343 is enforced by CalRecycle through civil penalties. Misleading recyclability claims can also expose brands to additional liability under California's Unfair Competition Law and false advertising statutes.

Why This Matters for ICTV Clients

Many commercial operators don't directly print or specify the recyclability labeling on packaging — but their suppliers do, and an operator that processes large volumes of mislabeled packaging may face scrutiny about whether stated diversion is realistic.

How ICTV Helps

ICTV helps customers understand what materials in their waste stream are genuinely recyclable through California's recovery infrastructure, document the actual recovery pathways for material categories they generate, and provide diversion reporting that reflects real-world recyclability rather than aspirational labeling.

For brand owners and producers, this also informs packaging redesign decisions ahead of the October 2026 deadline.