Drinks giants Coca-Cola, Nestlé and Danone have agreed to revise their plastic recycling claims on bottled water products following pressure from the European Union over concerns that their environmental messaging could mislead consumers.
The European Commission announced the commitments on Thursday, following discussions coordinated by the Commission and the Consumer Protection Cooperation Network, which brings together consumer protection authorities from the EU’s 27 member states.
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European consumer groups had accused the three companies of using deceptive environmental claims on bottled water products in November 2023.
Under the agreement, the companies will amend some of their bottle labels to make recycling information clearer and help consumers understand which parts of the packaging are made from recycled plastic.
For example, the statement “I am a bottle made from 100% recycled plastic” will be replaced with “This bottle is 100% recycled, excluding cap and label”.
The revised wording is intended to clarify that the cap and label are excluded from the recycled-material claim.
The companies have also agreed to replace the phrase “Recycle me again” with “Recycle me” on bottle labels.
According to the European Commission, the change is intended to prevent consumers from getting the false impression that a particular bottle had already been recycled before being placed on sale.
The companies must also ensure that their online communications reflect the commitments made to the EU.
The Commission said Coca-Cola and Nestlé had already implemented some of the agreed measures, particularly those relating to recycling claims in their digital campaigns.
The agreement follows concerns over environmental marketing claims, often described as greenwashing, which can give consumers a misleading impression of a product’s environmental benefits.
By requiring clearer wording, the EU aims to help consumers make better-informed decisions about packaging and recycling.
The Consumer Protection Cooperation Network, which participated in the discussions, coordinates enforcement efforts among national consumer protection authorities across the bloc.
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The commitments announced on Thursday focus on how the companies communicate their recycling claims to consumers, including through bottle labels and digital platforms.
Mariam Balogun is a contributor to Freelanews.com, covering news, business, and public affairs.
