Branding: Retailers set to unify recycling labelling

A group of retailers, including Tesco, Marks & Spencer and Asda, is collaborating on a scheme to develop a standard recycling label for packaging.

The introduction of universal labelling has been hampered by councils having different rules as to what they will accept for recycling. As a result, consumers are faced with a range of symbols and messages, which can sometimes be confusing.

The retailers' scheme will divide packaging materials into three categories: 'widely recycled', for items accepted by 65% or more of local authorities; 'check locally', for items that are accepted between 20% and 65%; and 'not currently recycled', for material recycled by fewer than one in five local authorities.

The scheme's label is based on the present Recycle Now logo but also incorporates a traffic light scheme to indicate which category the item falls into. Additionally, the label will be broken down to indicate all the packaging's components, if it is made of more than one material - for example, foil, cardboard and plastic film. The aim of the scheme is to help the government achieve its waste-reduction targets.

'Local inconsistencies cannot be allowed to thwart a standardised label that will not only help millions of customers but mean more of what can be recycled is collected,' said Kevin Hawkins, director of the British Retail Consortium.

The other retailers involved in the scheme are B&Q, Alliance Boots, Sainsbury's, the Co-operative Group and Waitrose. It is being led by the BRC and the Waste and Resources Action Programme.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message