Consumer Complaint Triggers Action

Consumer groups challenged Coca-Cola’s recycling claims on plastic bottle labels across Europe, prompting the company to revise its messaging. In 2023, the European Consumer Organisation (BEUC) and its member organisations from 13 countries filed a greenwashing complaint against Coca-Cola, Coca-Cola Hellenic Bottling Company, Danone, and Nestlé, accusing them of misleading consumers through their recycling claims.

Voluntary Changes Follow Regulatory Discussions

Following the complaint, Coca-Cola held discussions with the Consumer Protection Cooperation (CPC) Network, led by the Swedish Consumer Agency and the Hungarian Competition Authority. During these discussions, Coca-Cola agreed to revise its recycling claims to provide consumers with clearer and more accurate information.

The company will replace statements such as “I am a bottle made from 100% recycled plastic” with “This bottle, excluding the label and cap, is made from 100% recycled plastic.” It will also replace “Recycle me again” with “Recycle me” to avoid suggesting that plastic bottles move through a fully closed recycling loop.

Coca-Cola Reaffirms Commitment to Transparency

Coca-Cola reaffirmed its commitment to providing consumers with clear and accurate information about its products. The company said its voluntary commitments under the CPC Network reflect its goal of improving transparency and helping consumers make informed decisions. The European Commission also instructed Coca-Cola to ensure that its labels and marketing materials do not mislead consumers about the environmental benefits of its packaging.

Consumer Watchdogs Demand Stronger Oversight

BEUC Director General Agustín Reyna urged regulators to closely monitor Coca-Cola’s commitments and take strong enforcement action if the company fails to implement the agreed changes. Environmental law organisation ClientEarth, which supported the original complaint, welcomed Coca-Cola’s decision but said regulators should treat it as a starting point rather than a final solution. The organisation also urged authorities and courts across the European Union to continue taking action against misleading environmental claims.

Next Steps

Coca-Cola plans to roll out the revised labels over the coming months and continue refining its consumer messaging in line with evolving consumer expectations.

Source: New Food Magazine