On all levels of governance, there have been varied policy responses to the marine plastic pollution issue. These responses include the development of innovative waste management, circular economy, extended producer responsibility and product stewardship approaches. Non-state actors play important roles in these approaches across global and national levels. Regulatory bodies often experience challenges with implementing sustainable, conservation measures, demonstrating that regulatory measures alone cannot generate the required change to effectively stop marine and terrestrial plastic pollution. Effective plastic pollution governance requires participation from non-state actors in its design, development and implementation. This article examines the gaps that exist in the governance of a plastics circular economy, including the focus on recycling and end-of-pipe/down-cycling solutions and the lack of attention on the other ‘Rs’ that are required for true circularity, for example, refuse, reduce, resell, reuse, repair, refurbish, remanufacture, repurpose and recover energy. We argue that non-state actors can help fill these gaps through multi-stakeholder partnerships, community-led plastic programmes and policies and environmentally and socially responsible industry-based solutions that utilise market-based initiatives. This article explores the roles of non-state actors in plastic policymaking and the gaps and opportunities for non-state actors in the development and implementation of holistic, integrated, ‘whole of life cycle’ and circular economy policies.