Corporate accountability is central for dealing with environmental and health effects in complex supply chains. When companies hold their suppliers accountable to certain rules or standards, these become disseminated in the supply chain. This study analyses how voluntary restrictions of per- and polyfluoroalkyl substances (PFAS) in paper-based food packaging in Sweden are translated as they travel down the supply chain and their relationship to supplier practice. The multidisciplinary approach draws on both interviews with key actors and chemical analysis of PFAS in food packaging. It shows how demands for accountability for chemicals are translated both horizontally in the industry and vertically in supply chains resulting in a set of interrelated voluntary standards and rules. The chemical analysis detected PFAS in almost half of the samples, but at levels indicating non-intentional use, thereby complying with the disseminated rules. The result shows that the standards largely institutionalize established practices in support of "laggards" rather than push the industry to more radical phase-out of PFAS.