Press release

Coca-Cola to revise ‘misleading’ recycling claims following legal complaint 

6 May 2025

Coca-Cola will change some of its labelling to remove misleading recycling claims. The move was announced today by the European Commission following a greenwashing complaint lodged by BEUC and its members, with the support of ClientEarth and ECOS, in November 2023.

Claims such as “I am a bottle made from 100% recycled plastic” will be replaced to clarify that this only applies to some parts of the bottle and not, for example, to caps and labels. '100% recycled' and ‘100% recyclable’ can still be misleading, as additives such as adhesives, inks, and colorants reduce the actual recycled content. These components are integral to the product but are rarely, if ever, mentioned on labels.

Coca-Cola will also ensure that product labels and marketing materials do not mislead consumers about the environmental benefits of the packaging, including the use of green imagery or symbols.

The changes were agreed after Coca-Cola voluntarily entered into a dialogue with the European Commission’s Consumer Protection Cooperation (CPC) network, led by the Swedish Consumer Agency and the Hungarian Competition Authority.

This outcome challenges the impression created by misleading claims that recycling alone makes plastic bottles environmentally sustainable.

"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.

“Recycling cannot catch up with the massive volume of plastic produced. Companies are in a unique position to change how we consume, but these misleading claims are making it hard for consumers to make good environmental choices," added Kamila Drzewicka.

Agustín Reyna, Director General of BEUC, commented: “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 on 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 giving 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 roll-out of these changes will now be monitored by national consumer protection authorities. In addition, authorities will also assess the practices of other major bottling companies operating in the EU Single Market, and where necessary, will require them to abide by similar commitments. ClientEarth continues to advocate for stronger enforcement against greenwashing and clearer guidelines to protect consumers and the environment.

ENDS

Notes to editors:

  • Back in 2023 European consumer protection organisation BEUC (Bureau Européen des Unions de Consommateurs) filed an external alert to the European Commission and the Consumer Protection Cooperation Network. The CPC network is a large group of EU Member State consumer protection authorities.

  • BEUC is a ‘designated body’ under CPC regulation, and are therefore authorised to issue an alert to the European Commission and the Consumer Protection Cooperation Network. ClientEarth, who is not a designated body, has supported BEUC, to bring this complaint.

  • BEUC has filed the alert against multiple EU brands owned by by Coca-Cola Hellenic Bottling Company, Nestlé S.A and Danone S.A, for widespread infringement of EU consumer protection law within the meaning of EU regulation 2017/2394 (the Consumer Protection Cooperation Regulation).

About ClientEarth

ClientEarth is a non-profit organisation that uses the law to create systemic change that protects the Earth for – and with – its inhabitants. We are tackling climate change, protecting nature and stopping pollution, with partners and citizens around the globe. We hold industry and governments to account, and defend everyone’s right to a healthy world. From our offices in Europe, Asia and the USA we shape, implement and enforce the law, to build a future for our planet in which people and nature can thrive together.