APR defends radio ads promoting plastics recycling

An anti-plastics group has reached out to National Public Radio to protest advertising from the Association of Plastic Recyclers.

But APR said the ad campaign, which included buys in select markets and on national programming, just recently concluded.

The conflict between the two groups provides some insight regarding perceptions surrounding plastics recycling at a time when plastics, in general, are under increasing pressure.

Beyond Plastics sent a letter to NPR urging the media outlet to drop APR, citing that group's doubts about the trade group and the effectiveness of plastic recycling.

"We believe that telling the public to recycle plastics is a very confusing message because most plastics are not recyclable. We've documented that less than 10 percent of plastics actually gets recycled," said Judith Enck, founder of Beyond Plastics. "Yet a lot of plastic packaging still carries the iconic recycling logo."

"I think plastic recycling causes a lot of confusion," said Enck, who previously was a regional administrator for the U.S. Environmental Protection Agency during the Obama administration.

APR Chief Policy Officer Kate Bailey said her group is frustrated because some environmental groups are attacking plastics recycling when it is widely recognized as being part of the solution to end plastics pollution.

"We are frustrated with some of the environmental organizations trying to undermine the role of recycling in reducing plastic waste," she said. "Every level of government is recognizing that recycling is a critical part of the solution to reduce plastic waste. It's not the only solution. It's part of a comprehensive suite of things," Bailey said.

Enck, however, said her group wants "the plastic industry to stop misleading the public about the recyclability of plastics."

"The last thing we need is more non-recyclable plastics in local recycling bins. It's a real burden for local governments to have to pay the cost of taking out the non-recyclable plastics from their material recovery facilities," Enck said.

Bailey had this to say: "We spend a lot of time debunking the myth that all plastics just get thrown away and know that there is some declining trust in recycling. We want people to know that when you put the right plastics in your bin they are getting recycled."

Beyond Plastics, in its letter to NPR, questioned APR's membership that includes consumer brands and chemical companies that the group alleges have "a stake in increasing demand for single-use plastics." The group specifically called out the American Chemistry Council and the Alliance to End Plastic Waste, two organizations that include chemical companies.

Bailey said core membership of the group is reserved for companies that actually recycle plastics and that affiliate members include companies along the interconnected plastics recycling value chain.

"We feel the attack is not representative at all of who APR is and our mission," she said. "We want to be clear that APR is run and governed by recyclers. "

"They have a greater say in how the organization is run and governed," Bailey said.

Beyond Plastics said it was "appalled" by hearing the advertisements on NPR and pointed to the media outlet's corporate sponsorship page that indicates listener misperception or confusion regarding an advertiser's role or influence will be considered when accepting underwriting.

APR, meanwhile, said the advertising campaign was considered by NPR.

"They have a vetting process. They vetted us as an ad sponsor. Our mission was really to reach both consumers and policymakers because it's really important, really more so now than ever that these audiences know that recycling is working and it can work better," Bailey said.