- Coca-Cola, Nestle and Danone agreed to change recycling claims on plastic bottles after EU pressure.
- European consumer groups accused the firms of deceptive greenwashing claims on bottled water in November 2023.
- Replace broad "100% recycled" claims with clear wording that excludes the cap and label to avoid misleading consumers.
- Labels must say "Recycle me" rather than "Recycle me again" to prevent implying the bottle was previously recycled.
- EU coordinated talks with the Consumer Protection Cooperation Network; companies must ensure online communications reflect their commitments.
Drinks giants Coca-Cola, Nestle and Danone agreed to change their recycling claims on plastic bottles — bowing to EU pressure, the European Commission said on Thursday.
European consumer groups in November 2023 accused the three companies of featuring deceptive greenwashing claims on bottled water products. The firms had now agreed to change some wording, Brussels said.
The slogan “I am a bottle made from 100% recycled plastic” would for example be replaced by “This bottle is 100% recycled. Excluding cap and label” to make sure consumers know those elements are not made from recycled material.
The companies also agreed to have bottles’ labels say “Recycle me”, and not “Recycle me again”, so consumers would not have the “false impression” that their bottle had been recycled before.
The giants must also make sure their online communications reflect the commitments made to the European Union.
The commission coordinated the talks between the companies and the Consumer Protection Cooperation Network, which brings together the competent authorities of the bloc’s 27 member states.
The EU said Coca-Cola and Nestle had already implemented some of the commitments, especially those relating to recycling claims in digital campaigns.
