Advanced recycling mines the Meta-verse

Jan 05, 2023 View in browser   By Jordan Wolman THE BIG PICTURE Chemical companies aren't just investing in advanced recycling, they're talking about it — a lot. Industry spending on ads mentioning "advanced recycling," a set of technologies that use high temperatures to break down plastic into its basic components, soared in 2022, according to data from Meta, the social media and advertising giant. The American Chemistry Council, which represents Dow, Chevron, ExxonMobil and other chemical and oil companies, spent $265,649 through Dec. 12 on Facebook, Instagram and Messenger ads focused on advanced or chemical recycling, according to Meta data. That's more than double the $97,000 that it spent on the issue in 2021, and six times what it spent in 2020. Advanced recycling has been an increasingly contentious issue in state capitals and in Congress. ACC member companies are making plans to open plants across the country, but some Democrats and environmentalists argue that the technology will prolong dependence on plastic and that its emissions should be more strictly regulated. The ACC's ad buys on advanced recycling fluctuated during the year, rising in late May and building to nearly $10,000 per week in mid-June, around the time that lawmakers in California and Colorado were considering sweeping plastics-recycling bills. Some of the ACC's ads targeted specific bills, like promoting advanced recycling in New York and Rhode Island — two states with bills that would have labeled chemical recycling as manufacturing, both of which ultimately failed to advance. Some of those ads link to a form allowing users to contact elected officials to advocate for chemical recycling. ACC's spending on plastics ads in general also rose last month. Its "America's Plastic Makers" Facebook page spent nearly $1.7 million on Meta ads in the last 90 days as of Jan. 3, the fourth-highest out of all advertisers. The page spent an average of $14,400 per week between May 7, 2018 — when Meta first began displaying ad spending — and Sept. 14, 2022. In approximately the last 90 days of 2022, however, the group's page spent an average of $137,906 per week on Meta platforms — almost 10 times its weekly average compared to the four-year stretch. One of the ACC's priorities is to get states and Congress to label advanced chemical recycling plants as manufacturing facilities under the Clean Air Act, with 21 states having already done so. Some environmental groups and Democrats want the facilities labeled as waste management operations, arguing that they should be subject to more-stringent emissions requirements. "To share our progress, support understanding, and correct misinformation on plastics circularity and innovation we advertise on many platforms, including Meta, POLITICO, Axios, Insider, connected TV and elsewhere," Jennifer Killinger, the senior director of communications and public affairs for ACC's Plastics Division, said in a statement. YOU TELL US GAME ON — Welcome to the Long Game, where we tell you about the latest on efforts to shape our future. We deliver data-driven storytelling, compelling interviews with industry and political leaders, and news Tuesday through Friday to keep you in the loop on sustainability. Team Sustainability is  editor Greg Mott, deputy editor Debra Kahn and reporters Jordan Wolman and Allison Prang. Reach us all at gmott@politico.com, dkahn@politico.com, jwolman@politico.com and aprang@politico.com. Want more? Don't we all. Sign up for the Long Game. Four days a week and still free! WHAT WE'RE CLICKING — The recent storms battering California are prompting new questions over the state's water management systems, the New York Times reports. — The Biden administration's push for domestic mining for critical minerals faces a court test in Nevada, the AP writes. — Sony unveiled a prototype EV in partnership with Honda, the AP reports.   Follow us on Twitter Debra Kahn @debra_kahn Greg Mott @gwmott Jordan Wolman @jordanwolman Allison Prang @AllisonPrang   Follow us

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