Coca-Cola Updates Recycling Claims After Complaint

Following a greenwashing complaint brought by the European Consumer Organisation (BEUC), Coca-Cola has committed to making substantial amendments to its recycling statements on plastic bottle packaging, the European Commission announced today. The drinks giant's move is a landmark shift in how environmental claims are presented to consumers in the EU, as there is increasing pressure for corporate sustainability messaging to be more transparent.

The dispute started in November 2023, when BEUC, in cooperation with consumer associations of 13 nations, filed a formal complaint against some of the biggest bottlers, such as Coca-Cola, Danone, and Nestlé. They accused them of misleading consumers with unclear or overused statements related to the recyclability and recycled material content of their plastic containers. Specifically, BEUC pointed out three suspect claims: "100% recyclable," "100% recycled," and the use of green images implying environmental sustainability.

As per BEUC, the term "100% recyclable" does not consider that real recyclability is subject to many external variables, including local collection systems, sorting centers, and availability of proper recycling technologies. In the same manner, the statement "100% recycled" was deceptive in that although bottle bodies are constructed of recycled materials, other parts—such as bottle caps and labels—are generally not. In addition, virgin plastic is still part of the production process. The employment of green logos and natural imagery on the packaging was also criticized for the promotion of a misleading image of ecological sustainability.

Upon receiving the BEUC warning, Coca-Cola went to the European Commission and voluntarily took part in the Consumer Protection Cooperation (CPC) network, an EU platform that allows national consumer protection agencies to coordinate efforts. After some negotiations, Coca-Cola agreed to reform its advertising language and packaging messages to refrain from misleading consumers.

One of the company's strongest commitments is substituting ambiguous statements with clearer words. For example, the initial statement "I am a bottle made from 100% recycled plastic" will be substituted with a clearer definition: "This bottle, minus label and cap, is constructed from 100% recycled plastic." Likewise, the statement "Recycle me again," which suggested a circular life cycle, will be modified to a clearer "Recycle me.

Along with making packaging language modifications, Coca-Cola has also promised to make sure that the overall image of its products on the packaging does not create a misleading impression regarding their environmental advantages. This would involve making sure that the color schemes, designs, and graphics employed on packaging do not deceive customers into thinking the packaging is eco-friendlier than it would otherwise be. In addition, the organization has agreed to update its online and social media marketing collateral to match these new messages, thereby creating consistent messaging across all consumer touchpoints.

The European Commission positively received Coca-Cola's voluntary assistance and considered the company's assurances to be an excellent example of how companies should react to concerns from consumers responsibly and constructively. The case is also regarded as a challenge for the changing regulatory approach to greenwashing from the EU with tougher consumer protection and corporate disclosure of sustainability in the years ahead.

While BEUC has welcomed the action of Coca-Cola, the organization insisted that there is still more work to be done to completely cut out misleading claims. Agustín Reyna, Director General of BEUC, welcomed the progress but cautioned that cosmetic change may not be sufficient to adequately inform consumers.

"It is welcome news that Coca-Cola has listened to what consumers are saying and promises to make clear that its '100%' recycling statements refer only to sections of the bottle," Reyna said. "But if it's in the small print, the '100%' number will continue to create the impression that it's green-fingered to purchase plastic bottles."

The accident has again sparked the general debate surrounding the use of plastic in consumer packaging and the issue of corporate responsibility in sustainable practice. Green lobby groups have been saying for some time now that recycling cannot provide the answer to the problem of plastic pollution and have been calling on businesses to pay greater attention to avoiding plastic use and using refillable or other alternatives for packaging.

As consumers become more environmentally aware and governments tighten regulatory laws, businesses based in the European market are expected to make their environmental claims clearer and verifiable. Coca-Cola's new method can be the standard, but as the BEUC pointed out, it's just a step forward in the greater battle against greenwashing.