Coca-Cola to revise recycling claims across Europe

The Coca-Cola Company will change the recycling claims on its plastic bottles across Europe after a complaint from the European Consumer Organisation (BEUC) and consumer groups in 13 countries.

In 2023, BEUC filed a greenwashing complaint that accused Coca-Cola, Danone, and Nestlé of using misleading recycling messages. It highlighted phrases like “I am a bottle made from 100% recycled plastic” and “Recycle me again,” which gave the impression of a fully closed recycling loop.

Clearer recycling language for European consumers

Coca-Cola entered voluntary discussions with the EU’s Consumer Protection Cooperation (CPC) network, led by Swedish and Hungarian authorities. The company agreed to update its labels to provide more accurate information.

New messaging will include:

• “This bottle, excluding label and cap, is made from 100% recycled plastic”
• “Recycle me” (replacing “Recycle me again”)

The European Commission stated that Coca-Cola must ensure its overall marketing does not exaggerate the environmental benefits of its packaging.

Watchdog groups call for enforcement

Agustín Reyna, Director General at BEUC, welcomed the changes. But he urged authorities to check that Coca-Cola follows through: “We expect strong action if the company fails to meet its commitments.”

A Coca-Cola spokesperson said: “The commitments we have voluntarily aligned with the CPC Network underline our shared ambition of providing clear and factual information about our products to consumers.”

Environmental group ClientEarth, which supported the original complaint, said the decision challenges the idea that recycling alone makes plastic sustainable. Senior lawyer Kamila Drzewicka noted: “This move should be seen as the floor, not the ceiling. Regulators now have a clear mandate to act.”

Coca-Cola plans to roll out the new labels in the coming months. The company said it would continue refining its communications “as the needs of our consumers evolve.”