Coca-Cola has agreed to revise its packaging claims after the European Commission concluded that some of the company’s recycling statements could mislead consumers. The move follows a formal complaint filed in November 2023 by BEUC (The European Consumer Organisation), with the support of environmental groups ClientEarth and ECOS.
Phrases such as “I am a bottle made from 100% recycled plastic” will be clarified to indicate that this only applies to specific parts of the bottle, such as the main body—not the cap or label. Environmental advocates argue that even claims like “100% recyclable” can be misleading, as components like adhesives and inks may not be recyclable or included in recycling metrics.
Kamila Drzewicka, Senior Lawyer at ClientEarth, stated, “This outcome challenges the idea that recycling alone makes plastic sustainable. It sends a strong signal across the industry that vague or exaggerated claims pose legal risks.”
Agustín Reyna, Director General of BEUC, added: “Even with fine print disclaimers, the ‘100%’ figure is what consumers remember. Such messaging suggests there’s no harm in buying more plastic bottles, which is false—only a fraction are actually recycled.”
The changes were agreed after Coca-Cola entered into dialogue with the European Commission’s Consumer Protection Cooperation (CPC) network, led by Swedish and Hungarian regulators. Authorities across the EU will now monitor Coca-Cola’s implementation and assess similar claims by other beverage companies operating in the single market.
The case sets a precedent for broader enforcement against greenwashing and highlights the need for transparent communication on packaging sustainability in the beverage industry.