The world is drowning in plastic. Producers are peddling a “solution” that is more like an illusion.

Is there anything more pathetic than a used plastic bag?

They rip and tear. They float away in the slightest breeze. Left in the wild, their mangled remains entangle birds and choke sea turtles that mistake them for edible jellyfish. It takes 1,000 years for the bags to disintegrate, shedding hormone-disrupting chemicals as they do. And that outcome is all but inevitable, because no system exists to routinely recycle them. It’s no wonder some states have banned them and stores give discounts to customers with reusable bags.

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But the plastics industry is working to make the public feel OK about using them again.

Companies whose futures depend on plastic production, including oil and gas giant ExxonMobil, are trying to persuade the federal government to allow them to put the label “recyclable” on bags and other plastic items virtually guaranteed to end up in landfills and incinerators.

They argue that “recyclable” should apply to anything that’s capable of being recycled. And they point to newer technologies that have been able to remake plastic bags into new products.

I spent months investigating one of those technologies, a form of chemical recycling called pyrolysis, only to find that it is largely a mirage. It’s inefficient, dirty and so limited in capacity that no one expects it to process meaningful amounts of plastic waste any time soon.

That shouldn’t matter, say proponents of the industry’s argument. If it’s physically capable of being recycled — even in extremely limited scenarios — it should be labeled “recyclable.”

Under increasing pressure to reckon with the global plastics crisis, companies want to rely on recycling as the answer. But turning old plastic into new plastic is really, really hard.

They are laying out their case in comments to the Federal Trade Commission as it revises its Green Guides, documents that define how companies can use marketing labels like “recyclable” or “compostable.” The guides are meant to curb greenwashing — deceptive advertising that exaggerates the sustainability of products. They were last updated in 2012, before the explosion of social media advertising and green influencers; the agency declined to answer questions about the revision or give an idea of when it will be done.

The push for a looser definition of “recyclable” highlights a conundrum faced not just by companies represented by the Plastics Industry Association, but by members of the Consumer Brands Association, whose plastic-packaged products fill grocery shelves across the world. (Neither trade group, nor ExxonMobil, wanted to elaborate on their positions advocating for a more liberal use of the word “recyclable.”)

Under increasing pressure to reckon with the global plastics crisis, companies........

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