About this article
In July 2022, new labelling rules came fully into effect, bringing the ‘turtle logo’ into widespread use. Discover what this part of the Single-Use Plastics Directive means for disposable beverage cups containing, or made from, any type of plastic.
05 Jan 2021
6 min
Francisco Morcillo
World Turtle Day, created by American Tortoise Rescue and held every May 23rd, celebrates turtles, tortoises, and the protection of their natural habitats. At Verive, we use this moment to shine a light on the EU’s ‘Plastic in Product’ and ‘Made from Plastic’ turtle logos — symbols that remind us how the materials we use, and how we dispose of them, directly affect marine life. And the choice of a turtle for the logo? No coincidence.
Research shows that thousands of turtles die each year due to plastic pollution — from entanglement to starvation after mistaking plastic for food. Even a single piece can be fatal. The EU’s turtle logos are a simple yet powerful reminder of why proper disposal matters. Whether a takeaway cup contains plastic or is made from compostable materials, it should always end up in the right bin — never in nature.
For the foodservice industry, these logos also act as a guide, helping businesses and consumers make more informed choices about packaging and disposal. Small actions, like following what the turtle stands for, can make a big difference for our oceans and the life within them.
What does the new Turtle Logo look like, and how did it come about?
The Single-Use Plastic (SUP) Directive came into effect July 3, 2021, and as another sign of its steady rollout, you will notice changes to the outside of hot and cold drinks cups and other plastic-containing products.
Beverage cups that contain any amount of plastic must feature the following label:
Beverage cups that are made entirely from plastic must be properly engraved with this label:
Why do our cups feature the ‘Plastic in Product’ Turtle Logo?
All our beverage cups are fully compliant and carry this logo because they are made leak-proof with an aqueous lining. Suppliers often call coffee cups ‘plastic free’ when they actually use a PLA coating or an aqueous lining. These materials use significantly less plastic, but they are not plastic-free.
Although it’s only a matter of time, to the best of our knowledge there isn’t yet a single-use coffee cup on the market that is 100% plastic-free. That’s why all coffee cups in the EU should carry this logo. In our continual pursuit of transparency, we encourage you to question these claims whenever you see them. Learn why we want to banish misleading claims like ‘plastic-free’.
At Verive, we don’t disagree with the use of this logo on plastic-containing cups and its awareness-building potential. However, the current solution places a lot of responsibility on the end-user without creating long-term solutions for waste management infrastructure or a circular economy. We wish the Single-Use Plastic Directive did more to address this.
We view liners made from aqueous linings or a PLA coating, which uses less virgin plastic than traditional PE materials, as part of a potential solution. Why? If plastics such as these are used and disposed of properly through improved recycling and composting options, they can help steer us away from fossil fuels toward a sustainable circular economy.
Supplier or buyer? Learn more about the ‘Plastic in Product’ Turtle Logo
The SUP Directive has strict regulations regarding the use and application of the ‘Plastic in Product’ turtle logo. For instance, the logo must be placed horizontally to be more visible to end-users, and there are specifications related to the size of the logo relative to the size of the cup. Similar specification exists for the use of the ‘Made of Plastic’ logo. Since this labelling requirement applies to all disposable cups (see reasons above), make sure you read up on all the EU logo specifications or contact us for our advisory sustainability services.
