Consumer watchdogs, along with two environmental groups, have filed a legal complaint against Coca-Cola, Nestle, and Danone, accusing them of misleading claims about their plastic water bottles being “100% recycled.” The allegations, presented to the European Commission, raise concerns about greenwashing in the beverage industry. The companies have defended their packaging claims, but critics argue that the bottles are never entirely made of recycled materials.
Greenwashing occurs when companies falsely portray their products as more eco-friendly, green, or sustainable than they actually are. In this case, the complainants argue that branding the bottles as 100% recycled or 100% recyclable, coupled with green imagery or branding, is misleading to consumers. They assert that the bottles are never wholly composed of recycled materials and that recyclability depends on several factors, including infrastructure availability.
Rosa Pritchard, a plastics lawyer at ClientEarth, affirms that plastic water bottles are not continuously recycled into new bottles in Europe, negating the possibility of achieving a “100%” recycling rate. She emphasizes that using recycled plastic in bottle production does not absolve the harm caused to people and the planet. Instead of depicting recycling as the ultimate solution to the plastic crisis, companies should concentrate on reducing plastic at the source.
Coca-Cola, responding to the complaint, assures that it is actively working to reduce its plastic packaging usage and investing in recycling processes. The company claims that it communicates messages on its packaging based on verifiable evidence, with any necessary clarifications provided to enable informed consumer choices. Nestle, on the other hand, acknowledges its commitment to reducing the amount of virgin plastic packaging by 10.5% since 2018 and intends to cut virgin plastic usage by one-third by 2025. Danone echoes a similar sentiment, emphasizing their belief in packaging circularity and their ongoing investments in collection and recycling infrastructure.
If the European Commission upholds the complaint, it has the authority to coordinate actions among national consumer authorities, potentially resulting in rectification measures or fines imposed by individual countries. The commission itself, however, lacks the power to levy penalties.
This controversy highlights the importance of scrutinizing eco-claims made by companies and ensuring transparency in sustainability practices. Consumers must be cautious and promote accountability in the industry, encouraging companies to prioritize genuine environmental efforts over deceptive marketing tactics.
