Recycling claims mislead consumers, survey finds 

A newly released Ipsos survey commissioned by ClientEarth has revealed a troubling gap between consumer perceptions and the environmental reality of plastic packaging.  

The study [1], conducted across France, Germany, Great Britain and Poland highlights how recycling claims on plastic packaging mislead consumers into thinking plastic products are environmentally friendly. 

This comes as global negotiations on the UN Plastics Treaty will resume on August 5th in Geneva, with countries still divided over whether to prioritise cutting plastic production or enhancing recycling efforts. 

Most participants agree that plastic packaging is environmentally damaging

Over 70% of respondents in all surveyed countries view plastic packaging as harmful to the environment.  

This perception is in keeping with the reality of plastic pollution and production. Every day the equivalent of 2,000 garbage trucks full of plastic are dumped into the world's oceans, rivers, and lakes. Plastic production has doubled since 2000 and is expected to triple by 2060 if no significant measures are taken, according to the OECD.  

Besides, plastic is fossil fuels in another shape. As the world moves away from fossil fuels for energy, oil and gas companies are doubling down on plastics as a key market. 

But recycling labels change consumer perceptions

When plastic products feature "fully recyclable" or "contains recycled plastic" labels, between 58% and 72% of consumers perceive them as environmentally positive.  

Yet, evidence shows that recycling cannot make plastic environmentally neutral, let alone positive. There is no such thing as truly circular plastic. The process continuously degrades the properties of plastic, making genuinely circular recycling impossible.  

Recycling is a better option than other waste disposal methods such as incineration or landfill and should be encouraged. However, consumers should be aware it can only ever delay plastic pollution, not stop it. Consumers are made to believe recycling is much more effective than it actually is. Only 9% of plastic ever made has been recycled.   

The Ipsos survey also reveals that an overwhelming 80% of respondents in Poland and Germany believe products with recycling logos will be recycled if properly disposed of.  

But the ‘recyclability’ of a plastic water bottle is determined by local infrastructure when it enters the recycling system, not just the bottle itself. In the EU, the recycling rate for plastic bottles is approximately 50%, with only around 30% used to make new bottles, and 20% processed into other products for one additional use. For example, some bottles will be turned into trays or textile fibres and will reach the end of their life after just one additional cycle.  

ClientEarth lawyer Kamila Drzewicka said: “This survey reveals how misleading recycling claims can be. Labels promising recyclability and sustainability lead consumers to believe that plastic packaging is actually positive for the environment. This kind of advertising enables even more plastic production.   

“But this hides the harsh reality that most plastic ends up in landfills, incinerated or discarded in nature. This doesn’t mean recycling is useless, but it does mean that we can’t have companies exaggerate recycling into a solution for plastic packaging.”  

Cracking down on misleading claims 

Legal challenges have piled up in recent years against the industry’s misleading practices. In 2023, ClientEarth supported the EU’s consumer protection organization BEUC in filing a legal complaint against food and drink giants Coca-Cola, Nestlé and Danone for the use of misleading ‘100%’ recycled’ and ‘100% recyclable’ claims on plastic water bottles sold across Europe.  

The European Commission has since announced that Coca-Cola will change some of its labelling to remove misleading recycling claims. 

In the US, California's attorney general sued ExxonMobil over its “decades-long campaign of deception” about the effectiveness of plastics recycling. ExxonMobil is the world’s largest producer of resins used for single-use plastics.  

The Securities and Exchange Commission – the US government agency overseeing financial markets – fined Keurig Dr Pepper $1.5 million over claims its K‑Cups were “effectively” recyclable, when in fact they weren't accepted by major recycling centres. 

In France, Coca-Cola was sued for misleading commercial practices and greenwashing during the 2024 Paris Olympics.