From Coke to Clorox, ProPublica contacted all 51 companies on the Consumer Brands Association board of directors to ask if they agreed with the group’s proposed redefinition of “recyclable” plastic. Most did not respond. None said they disagreed.

Now a trade group representing those brands and hundreds more is pressuring regulators to make plastic appear more environmentally friendly, a proposal experts say could worsen a crisis that is flooding the planet and our bodies with the toxic material.

The Consumer Brands Association believes companies should be able to stamp “recyclable” on products that are technically “capable” of being recycled, even if they’re all but guaranteed to end up in a landfill. As ProPublica previously reported, the group argued for a looser definition of “recyclable” in written comments to the Federal Trade Commission as the agency revises the Green Guides — guidelines for advertising products with sustainable attributes.