California Governor Gavin Newsom exercised his executive authority to veto Assembly Bill 2253, a legislative measure designed to strengthen consumer protections against greenwashing through expanded labeling requirements, on September 27, 2026. The bill aimed to extend existing rules to products making claims about recycled content, requiring compliance with new standards not currently covered by state greenwashing laws.
Proposal for Enhanced Labeling Requirements
The legislation sought to address deceptive marketing practices where products are marketed as more sustainable than they truly are. Under AB 2253, any product making a claim about recycled content would need to meet additional labeling criteria. Governor Newsom acknowledged the importance of accurate consumer information but raised concerns about the bill’s timing and complexity.
In the veto message, Newsom cited the bill’s substance and its introduction amid ongoing tariffs and regulatory uncertainty surrounding plastic products as reasons it could “unduly burden manufacturers.” While supporting consumer protection goals, he stated the added complexity to the product stewardship environment was not feasible at this time.
Existing Regulatory Framework
California already enforces strict labeling rules under SB 343, the Truth in Recycling law enacted in 2021. This law limits recyclability claims on product labels to those materials that can be recycled by at least 60 percent of the state’s population. The restrictions were scheduled to take effect October 4, 2026, though a preliminary injunction from a legal challenge has temporarily halted enforcement.
The state also operates an extended producer responsibility program for packaging, which imposes deadlines for producers of plastic products to ensure their packaging is recyclable or compostable by 2032. A legal challenge to this program was filed in June 2026, adding to regulatory scrutiny in the sector.
Legal Challenges and Industry Context
The rejection of AB 2253 occurs alongside active litigation targeting California’s current greenwashing and packaging regulations. Bergeson & Campbell, P.C. noted the June 2 filing challenging the EPR program, highlighting ongoing legal uncertainty for producers managing the state’s environmental policies.
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