Coca-Cola changes its green marketing messages as a result of joint European action

By: Trademagazin Date: 2025. 05. 08. 12:01

The Consumer Protection Cooperation Network (CPC), a network of European consumer protection authorities, has taken action against the unclear labels of The Coca-Cola Company (Coca-Cola) under the joint leadership of the Swedish Consumer Protection Authority and the Hungarian Competition Authority (GVH). The global soft drink manufacturer has committed to using transparent and more precisely formulated messages on its product labels in the future and to adapting its commercial communications accordingly.

The European Commission has begun an investigation into the green communication in question, following a complaint filed in November 2023 by the European Consumer Organisation (BEUC) regarding the unclear recyclable labelling on the plastic bottles of certain companies. As a result of the joint action of the Consumer Protection Cooperation Network, which brings together the European Commission and the European Union consumer protection authorities, led by the Swedish Consumer Agency and the Hungarian Competition Authority, Coca-Cola is amending its labelling and communication practices on a number of points, thus avoiding the risk of using potentially vague green claims in the future.

As a result of the CPC action, Coca-Cola will, within 6-18 months of accepting the commitments, and throughout the European Union:

replace the statements “I am a 100% recyclable PET bottle” and similar statements on the labels of its bottles with more precise wording (for example: “I am a 100% recyclable PET bottle, except for the label and cap”);

replace the statement “Reuse me again” on the labels of the bottles with the statement “Reuse” to avoid giving consumers the impression that the recycling process is a closed loop;
and ensure that the labels of the bottles and the company’s commercial communications do not give consumers a general and ambiguous image of the environmental benefits of the packaging.

The global company will also ensure – within 3 months of accepting the commitments – that its commercial campaigns on its website and social media platforms will reflect the content of the commitments in the future. The CPC will monitor the implementation of the commitments.
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