Coca-Cola to modify recycling claims on bottles following legal case

Coca-Cola will make labelling changes to its bottles following an announcement from the European Commission following a greenwashing complaint lodged by the BEUC and its members, with the support of ClientEarth and ECOS.

The claim, originally made in November 2023, suggested that labelling such as ‘100% recycled’ and ‘100% recyclable’ was misleading. The case argued that the use of adhesives, inks, and colorants on parts of the bottle, such as caps and sleeve labels, did not consist of 100% recycled content.

Coca-Cola has agreed to replace the text on its bottles, clarifying that recycled content refers to some parts of the bottle. The company entered into a voluntary dialogue with the European Commission’s Consumer Protection Cooperation (CPC) network, led by the Swedish Consumer Agency and the Hungarian Competition Authority.

The BEUC’s director general, Agustín Reyna, said: “It is good news that Coca-Cola has heeded consumers’ call and commits to clarify that its ‘100%’ recycling claims only apply to parts of the bottle. However, if it’s written in small print, the ‘100%’ figure will undoubtedly stick in consumers’ minds and keep giving the impression that it’s harmless to keep buying plastic bottles. The truth is that barely more than half of plastic bottles are recycled.

“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 gives 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.”

Coca-Cola’s changes will be monitored by national consumer protection authorities. Assessments will also be made of other major bottling companies operating in the EU Single Market.

The company has been urged not to mislead consumers on the benefits of packaging by combining recyclable messaging with other green claims or symbols. Coca-Cola’s websites and social media content should also be updated to reflect the new commitments on messaging.

“This news sends a clear signal to the entire industry confirming that misleading claims about recycling can pose a legal risk,” said Kamila Drzewicka, Senior Lawyer at ClientEarth.

“In our view, this outcome should be seen as the floor, not the ceiling—regulators and courts across the EU now have a clear mandate to take action against such practices, which mislead consumers and breach legal standards.