Coca-Cola Pledges to Revise Recyclable Claims Following EU Greenwashing Complaint

Coca-Cola has agreed to amend its recycling claims on plastic bottles in response to a greenwashing complaint filed by the European Consumer Organisation (BEUC), according to a statement released by the European Commission.

This agreement comes after BEUC, supported by 13 member organizations across Europe, issued a complaint in November 2023, accusing major bottling companies, including Coca-Cola, Danone, and Nestlé, of making misleading claims about the recyclability of their products. BEUC raised concerns about three key claims: “100% recyclable,” emphasizing that recyclability depends on factors like recycling infrastructure and processes; “100% recycled,” pointing out that bottle caps and most labels are not made from recycled materials and virgin plastic is often added; and the use of green imagery that misleads consumers about the environmental benefits of plastic bottles.

According to the European Commission, the Coca-Cola Company contacted the European Commission and voluntarily engaged in a dialogue with the CPC-network under the lead of the Swedish Consumer Agency and the Hungarian Competition Authority. Following the dialogue, the company made several commitments, including clarifying its previous statements. For instance, Coca-Cola will replace the claim “I am a bottle made from 100% recycled plastic” with a more accurate version stating: “This bottle, excluding label and cap, is made from 100% recycled plastic,” and labels such as “Recycle me again” with “Recycle me”, to avoid suggesting that its bottles are part of a fully closed recycling loop.

Coca-Cola also pledged to ensure that its labelling and marketing do not mislead consumers about the environmental impact of its packaging. The company further committed to ensuring that its digital marketing efforts on websites and social media reflect these updated claims. The Commission says that as the next step, national consumer protection authorities will monitor the implementation of these commitments.

While BEUC welcomed Coca-Cola’s commitments, the consumer group expressed that certain issues raised in the complaint remain unresolved. Agustín Reyna, BEUC’s Director General, commented:

“It is good news that Coca-Cola has heeded consumers’ call and commits to clarify that its ‘100%’ recycling claims only apply to parts of the bottle. However, if it’s written in small print, the ‘100%’ figure will keep giving the impression that it’s harmless to the environment to buy plastic bottles. 

“It is crystal clear that a 100% recycling rate will never be reached. Affirming that a bottle is 100% recycled or recyclable is outright misleading and should stop, just as green imagery giving the wrong impression that plastic drink bottles have zero impact on the environment. We expect authorities to monitor if Coca-Cola turns their words into deeds and to take strong measures if this is not the case.”

Source: BEUC