For many CPG companies, California’s packaging regulations have created more questions than answers.
Between SB 54, SB 343, EPR reporting requirements, recyclability claims, and evolving compliance deadlines, teams are struggling to understand what applies today, what applies tomorrow, and what actions they should be taking now.
During a recent LinkedIn Live discussion, Strategic Packaging Partners’ Jessie Schwartz sat down with Eric Abraham, EPR expert, to unpack what these regulations mean for brands and why many companies are re-evaluating their packaging portfolios.
Watch the Full Video Recording “What’s Going on With California’s SB 54 & SB 343 Packaging Laws?”
In This Recording:
✅ What California SB 54 actually requires
✅ How SB 343 changes the rules around chasing arrows and recyclability claims
✅ Why “technically recyclable” may still create compliance risk
✅ Packaging formats most exposed to future compliance challenges
✅ Timeline realities: what’s happening now versus what’s coming next
✅ How brands are quietly adjusting packaging portfolios behind the scenes
The Biggest Misconception: “Recyclable” Doesn’t Always Mean Compliant
One of the most common misunderstandings is assuming that if a package is technically recyclable, it can be marketed as recyclable.
Under California SB 343, that isn’t necessarily true.
The law establishes specific criteria for when recyclability claims can be made. In many cases, packaging formats that are technically capable of being recycled may not meet the standards required to support claims such as recycling symbols, chasing arrows, or other recyclability messaging.
For brands, this creates a new layer of risk that extends beyond package performance and sustainability goals.
Understanding the Difference Between SB 54 and SB 343
While often discussed together, these laws serve different purposes.
SB 54
SB 54 focuses on producer responsibility and packaging waste reduction. It establishes requirements intended to improve packaging circularity and shifts greater responsibility to producers for the packaging they place into the market.
SB 343
SB 343 focuses on truth in labeling. It regulates how recyclability claims can be communicated and seeks to reduce consumer confusion around what can actually be recycled in practice.
Together, these regulations are reshaping how companies evaluate packaging materials, labeling claims, and long-term packaging strategies.
Why Companies Are Feeling Uncertain
Many organizations are finding themselves caught between competing priorities:
- Sustainability commitments
- Cost pressures
- Packaging performance requirements
- EPR reporting obligations
- Marketing claims
- Regulatory compliance
The challenge isn’t simply understanding the laws. It’s understanding how those laws impact an entire packaging portfolio.
A packaging format that has performed well for years may suddenly raise new questions around reporting, labeling, recyclability claims, or future compliance costs.
Packaging Data Is Becoming a Strategic Asset
One of the key themes discussed during the conversation was the growing importance of packaging data.
Historically, many companies managed packaging information across multiple systems, suppliers, spreadsheets, and departments. EPR requirements are exposing those gaps.
The companies getting ahead are using this moment to create visibility into their packaging portfolios.
With better data, teams can:
- Prepare for EPR reporting requirements
- Evaluate future compliance risks
- Understand material composition
- Assess recyclability claims
- Identify opportunities to reduce costs
- Make more informed packaging decisions
In other words, the same information needed for compliance can also drive smarter business decisions.
What Brands Should Be Doing Now
Rather than waiting for future deadlines, companies should focus on building a foundation today.
That includes:
- Understanding producer responsibilities
- Identifying packaging formats that may be exposed to future risk
- Organizing packaging data
- Reviewing recyclability claims and labeling language
- Evaluating long-term packaging strategies
The goal isn’t simply to comply with regulations. It’s to create visibility that allows your organization to make better decisions moving forward.
The Bottom Line
California’s packaging regulations are changing how companies think about packaging.
For some organizations, these laws feel like a compliance burden. For others, they’re becoming an opportunity to gain a deeper understanding of their packaging portfolios and prepare for what’s next.
The brands that will be best positioned are those treating packaging data, compliance, and strategy as interconnected business priorities rather than separate initiatives.
Need Help Navigating EPR, SB 54, or SB 343?
Strategic Packaging Partners helps CPG companies navigate EPR readiness, packaging data management, compliance strategy, and packaging engineering challenges. Whether you’re preparing for reporting requirements or evaluating your packaging portfolio, our team can help you move forward with confidence.