Coca-Cola has pledged to revise its plastic recycling claims across Europe amid mounting pressure from consumer and environmental groups who accused the drinks giant of misleading the public.
The move follows a legal complaint filed in November 2023 by the European Consumer Organisation (BEUC), supported by ClientEarth and ECOS, which challenged Coca-Cola’s use of terms like “100% recycled” and “100% recyclable” on its plastic bottles. The groups argued the claims created a false impression about the environmental impact of the packaging – particularly as elements such as caps and labels are not made from recycled materials and recycling itself is rarely a perfect loop.
In response, Coca-Cola has voluntarily agreed to update its labelling. Phrases like “100% recycled” will be amended to clarify that they refer only to the bottle’s main body – with disclaimers such as “excluding cap and label” – while calls to “Recycle me again” will be replaced with simpler language like “Recycle me”.
ClientEarth lawyer Rosa Pritchard welcomed the decision but called for vigilance. “While this is a positive step, it doesn’t change the fact that plastic is not circular,” she said. “These claims were giving consumers the illusion that buying plastic has no impact on the planet.”
Agustín Reyna, Director General of BEUC, added: “Even with an asterisk or small print, seeing ‘100% recycled’ on a bottle creates a powerful, and potentially misleading, perception. Companies must not overstate green credentials to appear more sustainable than they really are.”
While adopting the changes, Coca-Cola said in an update: “For the avoidance of doubt, these commitments do not amount to an admission that The Coca-Cola Company has infringed the law.”
The original 2023 complaint to EU authorities had also named Danone and Nestlé. The BEUC noted Coca-Cola was the first company to volunteer to change its recycling claims and labels since the objection was filed.
The BEUC serves as an umbrella group for 44 independent consumer organisations from 31 countries, working on a broad range of EU policy areas such as digital, health, sustainability, energy and financial services.
