Coca-Cola Pledges Label Makeover After Greenwashing Complaint

Report

Consumer groups challenged the accuracy of Coca-Cola’s recycling claims on plastic bottle labels across Europe, prompting the company to agree to revise them. In 2023, the European Consumer Organisation (BEUC) and its members from 13 countries filed a greenwashing complaint, accusing Coca-Cola and other major brands—including Coca-Cola Hellenic Bottling Company, Danone, and Nestlé—of misleading consumers.

Voluntary Changes After Regulatory Discussions

After receiving the complaint, Coca-Cola voluntarily engaged in discussions with the Consumer Protection Cooperation (CPC) network, led by the Swedish Consumer Agency and the Hungarian Competition Authority. As a result, the company agreed to revise its recycling messages for greater clarity. Coca-Cola will replace statements like “I am a bottle made from 100% recycled plastic” and “Recycle me again”. with the more accurate

“This bottle, excluding label and cap, is made from 100% recycled plastic”
“Recycle me” (replacing “Recycle me again”)

to avoid implying the existence of a fully closed recycling loop.

Coca-Cola Responds: A Step Toward Transparency

In a public statement, Coca-Cola emphasized its commitment to clearer messaging, saying, “The commitments we have voluntarily aligned with the CPC Network underline our shared ambition of providing clear and factual information about our products to consumers.” The European Commission also clarified that Coca-Cola must ensure its labels and overall marketing do not mislead consumers about the environmental benefits of its packaging.

Watchdog Groups Call for Accountability

Agustín Reyna, BEUC’s Director General, urged regulators to remain vigilant, stating, “We expect authorities to monitor whether Coca-Cola turns its words into actions and take strong measures if they do not.” Environmental law organization ClientEarth, which supported the original complaint, welcomed the outcome but warned that the process should not end here. Kamila Drzewicka, a senior lawyer at the NGO, said, “This move should be seen as the floor, not the ceiling. Regulators and courts across the EU now have a clear mandate to act against such practices.”