Danone, Coca-Cola, and Nestlé to revise plastic recycling claims

Major beverage companies Danone, Coca-Cola, and Nestlé have agreed to modify the recycling claims used on their plastic bottles following pressure from the European Commission and consumer advocacy groups.

The changes aim to prevent greenwashing by providing more precise information to consumers. For instance, claims stating a bottle is “100% recycled” must now include the clarification “excluding cap and label” to reflect that these components are often not made from recycled material. Additionally, the phrase “Recycle me again” will be changed to “Recycle me” to avoid giving the false impression that a bottle has already undergone a recycling process prior to purchase.

The agreement follows a November 2023 complaint by the European consumer organization BEUC, which accused the companies of making deceptive environmental promises. The commitments extend beyond physical packaging to include digital communications on websites and social media platforms to ensure compliance with European consumer protection rules.