News Release
For Immediate Release: 1 February 2017
New Look for On-Pack Recycling Labels
Nearly eight years after launch, OPRL is trimming its on-pack labels to make them simpler for consumers to understand and easier for retailers
and manufacturers to use.
With recent consumer surveys showing 7 in 10 recognise OPRL labels and 2 in 3 refer to them, the not-for-profit is responding to consumer
calls for simpler, clearer messaging. Following a three month review of the labelling system, components will only be listed on complex
packaging, and materials will no longer appear on the labels. This simplification also enables labels to be kept smaller, recognising pressures
on packaging space resulting from FIR and other statutory requirements.
The iconic Recycle Now Swoosh remains at the heart of the design and forms the eye-catching focus of the labels. The messaging has also
been shortened from 'Check Local Recycling' to 'Check Locally', and 'Not Currently Recycled' to 'Not Yet Recycled', conveying greater
immediacy and enabling bold text to be used without increasing label size.
A further modification involves the option to include calls to action identified by consumers as helpful advice when recycling. WRAP research
identified advice such as 'Cap On', 'Rinse' and 'Remove Sleeve' as valued by both consumers and recyclers, so where there is space on
packaging OPRL's 500+ member brands and retailers are being encouraged to include these prompts. The Australian on-pack labelling
scheme already includes such advice.
Stuart Lendrum, OPRL Board director and Chair of the Review Panel, said: "After nearly eight years things have moved on and we’ve seen
the further evolution of recycling in the UK. We needed to revisit the labelling with our goal to maximise effective recycling, the changing
recycling landscape and our members in mind - that's why we ensured stakeholders played a key role in this review. OPRL has come a long
way since 2009, with over 500 brands on board now and more than 7 in 10 consumers recognising the label. But recycling in England, at least,
is stalling and we want to help kick-start an up-turn. It’s one thing for packaging to be recyclable, it’s another to increase the quantity and quality
of what's being recycled. So we've looked at WRAP and other research on barriers, listened to consumer and member feedback, and redesigned our labels to be simpler, more impactful, easier to understand and to use."
Karen Cannard, Panel member and waste reduction champion at The Rubbish Diet, commented"People are looking for clear, consistent
recycling advice that makes it easy for them to do the right thing. OPRL's willingness to embrace changes that will help people recognise that
advice - and inspire action on it - is to be applauded. With such high recognition rates already, the new simplified labels add impetus to the call
to act on them!"
Helen Bird, WRAP adviser on the Panel said "Our research shows there is considerable confusion about what can and particularly what
cannot be recycled, and how it should be presented for recycling e.g. lids on, rinsed. Embracing consistent, simple calls to action within the onpack labels will help to overcome confusion and improve material quality – ensuring that what is put into recycling is actually recycled”
Iain Ferguson, Environment Manager at the Co-op and Panel member added "We know that recycling is very important to Co-op members
and customers. Being able to communicate the 'how-to' is essential to our ambition to make all of the packaging that we use easy to
recycle. This review of OPRL allows us give customers the information that they need in a simple and concise way. It also supports local
councils more effectively. We'd like to see more brands adopting the label to broaden customer understanding to support UK recycling.
Notes to Editors
1) The UK-wide, award-winning On-Pack Recycling Label scheme is operated by OPRL Ltd.
2) The Guidelines Review Panel, chaired by Stuart Lendrum, OPRL Board director and Head of Sustainable & Ethical Sourcing at Sainsbury's,
brought together stakeholders Karen Cannard, waste reduction champion at The Rubbish Diet; Iain Ferguson, Environment Manager at the Coop; Paul East, Packaging Technologist at RECOUP; Emily Martin, Wastes Contracts & Education Manager at Essex County Council; Mandy
Kelly, Senior Recycling Manager at ACE-UK; Helen Bird, Communications Adviser at WRAP. The Panel was supported by Alice Harlock,
WRAP and Jane Bevis, Chair of OPRL. It worked between October 2016 and January 2017.
3) The OPRL labels, which replaced the potentially confusing range of symbols previously used, has three categories which tell consumers how
likely it is that their local authority will accept specific packaging materials for recycling. The categories are:
• Widely recycled (75% or more of UK local authorities collect that type of packaging).
• Check local recycling (between 20% and 75% of UK local authorities collect that type of packaging).
• Not currently recycled (fewer than 20% of UK local authorities collect that type of packaging).
4) Latest figures from research commissioned by WRAP for OPRL (September 2016) show 7 in 10 people recognise the On-Pack
labels. RECOUP face to face research commissioned independently (August 2016) shows 8 in 10 use OPRL to some extent, with two thirds
finding the labels very useful. RECOUP's online research, commissioned simultaneously, showed two thirds of respondents use the labels, with
1 in 4 using them very often.
5) WRAP's research into barriers to recycling informs their publication 'Recycling Guidelines', October 2016.
6) OPRL’s compliance auditing is undertaken by Ricardo Energy & Environment with enforcement action managed by WRAP. On average,
OPRL members apply the label to 75 per cent of their product lines.
Further information at: www.oprl.org.uk
Media Contacts: Jane Bevis, OPRL on 07585 047457
Examples of the new labels
Single labels make no reference to material or component, keeping a clean, simple image with a short imperative message that
inspires confidence and action.
Multi-component labels retain the reference to each component, but no longer specify the material. This is less distracting to the
consumer, and less confusing when, for example, three different plastic polymers are used with different recyclability.