Coca-Cola has agreed to change some of its labelling practices following a greenwashing complaint by the European Consumer Organisation (BEUC).
BEUC and its members lodged a greenwashing complaint against Coca-Cola to European consumer authorities in November 2023.
Coca-Cola agreed to clarify that ‘100%’ recycling claims refer only to the plastic bottle body and not to other components, such as caps and labels.
BEUC said the bottle maker also committed to avoid giving the impression of a closed recycling loop.
Commenting on the announcement, Agustín Reyna, Director General of BEUC, said: “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.”
