Circular Planet’s sustainability claims under fire
January 22, 2025
ETIRA challenges Circular Planet’s reuse claims, alleging greenwashing, inefficiency, and monopolisation of cartridge returns.
Circular Planet, the OEM-led cartridge collection programme, marked its first anniversary by celebrating the collection of 2.6 million print consumables, claiming nearly 40% were sent back to OEMs for reuse. However, a scathing critique from the European Toner and Inkjet Remanufacturers Association (ETIRA) has cast doubt on the programme’s true environmental impact.
ETIRA has raised concerns over the ambiguous use of the term “reuse.” While the programme suggests cartridges are cleaned, refilled, and returned to market, critics argue that “reuse” could also mean dismantling or mere recycling. Without independent audits or third-party oversight, the sustainability claims appear questionable.
The programme’s figures further compound scepticism. Circular Planet’s 2.6 million cartridges represent less than 1% of the estimated 300–400 million OEM cartridges placed annually in the European market. Of these, only one million cartridges were purportedly “reused,” a far cry from genuine circularity.
ETIRA highlighted logistical inefficiencies, such as cartridges collected in Spain being processed in Poland before returning to Spain. This complex supply chain raises doubts about the economic and environmental viability of the programme.
Critically, Circular Planet’s centralisation of cartridge returns to OEMs has exacerbated supply shortages for independent remanufacturers, who have long championed true circularity. By monopolising used cartridge access, OEMs potentially limit competition, drive up costs, and restrict consumer choice — concerns that ETIRA describes as anti-competitive practices cloaked in sustainability rhetoric.
For Circular Planet to evolve into a genuinely sustainable initiative, ETIRA has called for a transparent redefinition of “reuse,” independent audits of OEM claims, and meaningful collaboration with the independent reuse sector.
“This is a pivotal moment for Circular Planet,” ETIRA stated. “Sustainability must be more than a corporate PR exercise. It requires inclusivity and genuine environmental stewardship.”
Categories : World Focus
Tags : Circular Planet Circularity Competition ETIRA Reuse Sustainability
