Coca-Cola, Nestle modify recycling claims after EU pressure

Drinks giants Coca-Cola, Nestlé and Danone agree to change their recycling claims on plastic bottles – bowing to EU pressure, the European Commission said on Thursday.

In November 2023, European consumer groups accused the three companies of featuring deceptive greenwashing claims on bottled water products. The firms had now agreed to change some wording, Brussels said.

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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 Nestlé had already implemented some of the commitments, especially those relating to recycling claims in digital campaigns.