Coca-Cola will revise its recycling-related claims across bottles and marketing materials following pressure from consumer watchdogs and regulators in the European Union. The move comes after a greenwashing complaint filed by the European Consumer Organisation (BEUC), which accused Coca-Cola and other major beverage companies of misleading the public about the recyclability of their plastic packaging.

According to a statement issued by the European Commission, the company has agreed to adjust how it communicates claims like “100% recyclable” and “100% recycled,” which were flagged by consumer groups as overly simplistic or deceptive. Under the new agreement, Coca-Cola will replace vague labels with clearer disclosures such as:

“This bottle, excluding label and cap, is made from 100% recycled plastic.”

The European Commission noted that Coca-Cola proactively approached the EU’s Consumer Protection Cooperation (CPC) network following the alert and voluntarily entered discussions to improve its communications. The outcome signals a shift toward more accountable marketing in the age of circular economy policies and greenwashing scrutiny.

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From “100% recycled” to partial truth

The BEUC complaint, lodged in November 2023, was supported by consumer organizations from 13 countries and targeted Coca-Cola, Danone, and Nestlé. The report spotlighted three main concerns:

claims of “100% recyclable” packaging, even though recyclability depends on local infrastructure and sorting systems;

use of “100% recycled” language despite bottle caps and labels often being made of virgin plastic;

and green-themed marketing imagery that overstates environmental impact.

Coca-Cola’s updated language removes these blanket claims in favor of more specific, qualified descriptions. In its digital communications, the company has also committed to aligning its websites and social media posts with the new label language.

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Consumer groups cautiously optimistic

While Coca-Cola’s decision has been welcomed by consumer advocates, some argue that further steps are needed to prevent misleading impressions. Critics warn that even with more accurate language, consumers could still be misled if disclaimers are placed in small print or difficult-to-spot areas on the packaging.

Agustín Reyna, Director General of BEUC, 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 keep giving the impression that it’s harmless to the environment to buy plastic bottles.”

BEUC has urged the EU to adopt stronger legislation that mandates full transparency on environmental claims and prevents companies from using marketing techniques that blur the truth about sustainability.

The path ahead for responsible packaging

The Coca-Cola case marks one of the first prominent examples of how new EU policies are pressuring corporations to clean up green claims. Under the proposed Green Claims Directive, companies will be required to provide detailed, verifiable evidence for any environmental statements they make—or face penalties.

Coca-Cola’s voluntary cooperation with regulators may help it avoid further scrutiny, but it also sets a precedent for other global brands. As scrutiny of environmental marketing increases, companies will need to ensure that both their words and visuals accurately reflect their actual sustainability practices.

In a market where sustainability sells, the clarity of a label is no longer just a compliance issue—it is central to consumer trust.

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