The expanded version of Reduce, Reuse, Recycle has Waste-to-energy and landfill as next steps.
Chemical recycling could fit in between mechanical recycling and Waste-to-energy.
Though if you just let corporations lie about stuff then it's hard for any kind of logical actions to be taken.
Personally I don't mind the mass balance stuff they mention as long as there is a mandated minimum.
Similar to 'green electricity' that all come through the same wires as the coal generation it's fine if consumer brands want to pay a little extra to market themselves as 100% green energy but if you spread any extra cost across every faceless user by forcing them to buy a minimum 1% green energy and ramp it up over a few years then that's a good way to fund the initial rollout of new cleaner options.