United Kingdom · CAP Code · landing pages
Recycled content percentage claims on UK landing pages — CAP literacy
“Made from 100% recycled plastic”, “50% post-consumer waste”, and “rPET bottle” appear in hero modules, PDP bullets and sustainability rows. Shoppers often read those figures as applying to the entire SKU they add to basket — including caps, labels and inner liners. This guide helps UK marketers inventory recycled-content percentage claims against published CAP/ASA green-claim literacy. Not ASA clearance and not legal advice.
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Why percentage claims need their own register row
Recycled content is not the same claim as recyclable packaging, biodegradable plastic, or made in UK origin. A pack can be recyclable in theory yet contain zero recycled feedstock. Inventory the exact percentage string on each URL variant before publish.
Common landing-page patterns
| Visible wording | Typical shopper read | Evidence column habit |
|---|---|---|
| 100% recycled plastic | Every plastic part is recycled | Scope: bottle vs cap vs label; PCR vs PIR |
| 50% post-consumer waste | Half the product by weight | Weight basis; exclusions in footnote |
| rPET / recycled PET | Food-grade recycled content | Feedstock trace; certification if cited |
| Up to X% recycled | Minimum guarantee | “Up to” vs average batch — log both |
| Recycled materials where possible | Vague aspiration | Puff vs objective — see substantiation guide |
CAP 3.7 literacy — scope and material information
Published CAP materials treat many environmental claims as objective unless clearly qualified. If the hero says “100% recycled” but the FAQ excludes the pump, the primary claim may need matching qualification on the hero — advertising claim substantiation, puffery vs objective claims.
Collections and variant SKUs
Shopify “Eco” collections imply every variant meets the same percentage — one non-recycled lid breaks the collection promise. Same discipline as bundle pricing claims and limited stock counters. Log PDP-level strings, not only collection blurbs.
Badges and icons
Circular-arrow icons beside “30% recycled” tiles are part of the ad — log with adjacent copy. See eco certification badge claims when a third-party mark appears.
Agency handoff
Client-supplied sustainability one-pagers often mix recycled content with offset language — split rows in the claim register template and agency handoff guide before go-live.
Regulatory context on-page
Some brands cite UK packaging waste regulations in footers while the hero states “100% recycled bottle” — shoppers may read regulatory text as substantiating the headline. Inventory regulatory sentences as separate register rows from marketing claims; see puffery vs objective claims.
Worked example — hero vs PDP mismatch
A skincare landing page shows: “50% recycled plastic bottle” in the hero. The PDP accordion says: “Pump and label not made from recycled content.” A claim register row might record:
- Hero string: 50% recycled plastic bottle — shopper may read whole pack.
- Qualification location: Accordion only — check material information habit (Rule 3.9 literacy).
- Separate row: Any “100% recyclable” line — see recyclable packaging claims.
- Evidence column: Weight basis, PCR vs PIR, supplier letter date — not scanned by CiteBefore unless you hold it offline.
Common misreadings
- rPET logo treated as covering all plastics on page. Log each material call-out separately.
- “Up to 100% recycled” read as minimum 100%. Capture “up to” in the visible string column.
- Marketing deck percentages pasted without URL check. Run free scan on live URL after deploy.
- Pre-consumer scrap counted as post-consumer in shopper-facing copy. Acronyms must match supplier definitions.
Why percentage claims attract scrutiny
Shoppers increasingly treat recycled percentages as factual composition statements, not marketing puff. When a competitor challenge or internal audit asks “what does 50% refer to?”, the answer must already sit in your claim register — URL, string, scope, evidence holder. CiteBefore helps you inventory what is visible on the live page; your team still decides whether the substantiation file matches the headline before you scale paid traffic.
Pre-publish inventory checklist
| Capture | Why it matters |
|---|---|
| Exact % string per URL variant | UTM and locale pages may differ |
| Component exclusions (cap, label, liner) | Shoppers assume whole SKU |
| PCR / PIR / rPET acronyms | Not interchangeable in copy |
| Collection vs PDP scope | Weakest SKU sets collection claim |
| Icon + adjacent tile text | Icons are part of the ad |
What CiteBefore does not do
We do not test material composition, audit supplier certificates, or replace ASA Copy Advice. We inventory visible strings and flag evidence gaps on a live URL.
Questions
Must recycled content percentages apply to the whole product?
Shoppers often read a headline percentage as covering every component. Under CAP literacy, log whether the figure applies to packaging only, bottle only, or total product weight — and whether exclusions are visible.
Is post-consumer recycled the same as pre-consumer?
No. They describe different waste streams. Inventory the exact acronym (PCR, PIR, rPET) on each URL variant — do not merge hero copy.
Does CiteBefore verify recycled content lab tests?
No. CiteBefore inventories visible claim text and evidence columns. It does not run material analysis.
Can a footnote exclude caps and labels from a recycled percentage headline?
Footnotes can qualify a claim if material information is clear and prominent enough for the average shopper. Inventory whether the exclusion sits adjacent to the headline or only in collapsed copy.
Should collection page blurbs inherit SKU-level recycled content claims?
Only if every linked SKU meets the same substantiated standard. Log collection copy separately from PDP strings in the claim register.
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