ERA leads South Africa’s e-waste recycling under EPR

ERA leads South Africa’s e-waste recycling under EPR

By Adrian Ephraim

SOUTH Africa’s electronic waste landscape is undergoing a fundamental transformation, driven by Extended Producer Responsibility (EPR) regulations that are reshaping how manufacturers handle their products’ end-of-life obligations.

At the centre of this shift is ERA (Electronic Recycling Association), a Producer Responsibility Organisation pioneering sustainable e-waste management across the country.

Under South Africa’s EPR regulations, manufacturers, importers, assemblers, and retailers now bear legal responsibility for taking back their products when they reach end-of-life. This “compulsory take-back” obligation represents a seismic shift from traditional waste management models, placing accountability squarely on those who profit from placing products on the market.

“The onus is on producers – whoever places the product on the market is obligated to take back their products,” explains Ashley du Plooy, CEO of ERA.

Rather than cluttering retail spaces with waste products, ERA provides a dense network of WEEE (Waste Electrical and Electronic Equipment) drop-off infrastructure, enabling producers to fulfill their obligations efficiently.

The Department of Forestry, Fisheries and Environment (DFFE) is moving beyond gentle nudging. Currently issuing demands to known “free-riders” – companies avoiding their e-waste responsibilities – the department plans criminal prosecutions for non-compliance in the near future.

Building accessible infrastructure

ERA has deployed 200 collection bins across Makro and Pick n Pay stores nationwide, with plans to add 50 more this year and 100 next year. Combined with GeT Metal’s 13 buy-back centres, consumers can now access collection points through ERA’s interactive online map at www.eranpc.co.za.

This infrastructure serves dual purposes: convenience for consumers and compliance pathways for producers. The system allows ordinary South Africans to responsibly dispose of electronic devices while ensuring manufacturers meet their legal obligations.

Recognising that informal waste reclaimers already play a crucial role in South Africa’s waste ecosystem, ERA has developed innovative integration strategies. The organisation pays an additional R1 per kilogram above gate prices when informal reclaimers trade e-waste with GeT Metal, with plans to extend this remuneration through other recycling service providers.

Beyond financial incentives, ERA provides safety training for informal reclaimers, ensuring they can handle e-waste without health risks while maintaining their livelihoods within the formal recycling value chain.

Driving awareness and participation

Public education remains critical for system success. ERA employs multi-channel communication strategies, from radio campaigns and social media outreach to partnerships with Cartoon Network for child-focused messaging.

The organisation has distributed 10 000 A1-size educational posters to 2 600 schools nationwide, with downloadable resources available online.

Annual campaigns around International E-Waste Day (October 14) feature incentivised bring-back programmes, while provincial imbizos with DFFE’s Deputy Minister target rural and peri-urban communities often overlooked in traditional awareness campaigns.

ERA operates two consumer incentive models: regular trade incentives through buy-back centres where consumers receive payment based on material content, and annual incentivized campaigns offering vouchers or discounts on replacement items.

While still early days, EPR regulations are beginning to influence product design. Requirements for recyclability, increased recycled material content, and enhanced repairability are pushing producers toward zero-waste products driven by both regulatory compliance and ESG commitments.

Government enforcement against free-riders is creating momentum toward a fairer, more reliable system. As remaining non-compliant producers join the fold, costs will decrease for early adopters while system stability improves.

“When the remaining free riders come into the fold, the EPR system will stabilise, become fairer and overall, a lot cheaper for the very small handful of producers that are currently compliant,” notes du Plooy.

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