The Coca-Cola, Nestlé, and Danone companies have committed with the European Commission to review messages about recycled plastic on the bottles they market in the European Union (EU) to ensure clear information and to avoid environmental claims that could be misleading.
“Following a dialogue with the European Commission and the Consumer Protection Cooperation Network, Coca-Cola, Nestlé and Danone have committed to alter the recycling-related claims disclosed on their plastic bottles,” announced by the European executive in a statement.
According to the European Commission, “as soon as all necessary changes are implemented, consumers will be able to rely on fair and clear information about the recycling features of the bottles, in accordance with the requirements of EU consumer protection law.”
The aim is to prevent messages that could create a misleading perception of the environmental benefits of the products.
Among the changes planned is the replacement of messages such as “I am a bottle made of 100% recycled plastic” with “This bottle is 100% recycled, excluding the cap and the label,” in order to clarify to which components the claim refers.
The companies should also replace expressions such as “Recycle me again” with “Recycle me,” avoiding suggesting that the packaging has already been recycled before purchase and that it can be transformed into another bottle.
The commitments also cover the overall presentation of labels and marketing campaigns, including on the internet and on social networks, to prevent the combination of eco symbols or messages from conveying a misleading environmental image.
According to the European Commission, Coca-Cola and Nestlé have already implemented part of the commitments within the deadlines set, notably with respect to the claims disclosed in digital campaigns.
“National consumer protection authorities will monitor the implementation of these commitments and may take enforcement and legal action if the companies fail to comply,” the European executive said.
The initiative comes in a context of strengthening European legislation on packaging, waste, and environmental claims.
The regulation on packaging and packaging waste, which began to be applied in the EU in mid-August last year, sets new requirements aimed at reducing waste, promoting reuse, and improving the recycling of packaging placed on the European market.
The regulation provides that, from 2030, plastic packaging must meet minimum recycled content targets.
In the case of single-use plastic beverage bottles, the objective is to reach an average minimum of 30% recycled plastic by 2030 and 65% by 2040.
In addition, Community legislation prohibits commercial practices likely to mislead consumers, including with regard to the environmental characteristics of products.
