This research was conducted to describe and analyze the Implementation of Restrictions on the Use of Plastic Shopping Bags in Modern Retailers based on Jambi Mayor Regulation Number 61 of 2018 concerning Restrictions on the Use of Plastic Shopping Bags at the Jambi City Environment Service. The type of research used is descriptive qualitative research with an inductive approach with the aim of a clear, in-depth and systematic description of the Implementation of restrictions on the use of plastic shopping bags in modern retail. This policy aims to reduce the use of plastic or single-use shopping bags. The focus of this research consists of four aspects: communication, resources, disposition, bureaucratic structure, and the driving factors and inhibiting factors for implementing restrictions on the use of plastic shopping bags at the Jambi City Environment Service. Data collection techniques, namely, interview techniques, observation and documentation, were analyzed using data reduction, data presentation and concluding. The results of this study state that policy implementation has not been optimal because there are still constraints from human resources and limited budgets, and there is no standard operating procedure (SOP) in policy implementation. Business actors are required to implement non-plastic bags, and business actors carry out communication, information and education strategies to consumers, but this has yet to be realized optimally. Public legal awareness still needs to be improved in fulfilling this policy.