Coca-Cola to launch recycling campaign following Hungarian regulatory probe

Coca-Cola and its associated companies, including Coca-Cola HBC Hungary, have committed to a major sustainability and educational campaign following an investigation by the Hungarian Competition Authority (GVH). The probe, initiated in the summer of 2024, focused on whether the company’s marketing for Naturaqua mineral water misled consumers by using the claim ‘100% recyclable’ without addressing the environmental impact of the products or the actual recycling rates in Hungary, which fell far below 100% during the period under review.

While the companies demonstrated that the bottles, caps, and labels are technically 100% recyclable, the GVH expressed concerns that the communication presented the product in a ‘greener’ light than reality by omitting environmental burdens.

As a result of the closed proceedings, the companies have pledged to temporarily cease using the ‘100% recyclable’ phrasing for Naturaqua products. Additionally, they will launch a significant national educational campaign based on the slogan ‘Recycle’ to increase consumer awareness regarding PET bottle recycling and practical recycling opportunities in Hungary.