Global beverage giants Coca-Cola, Nestlé, and Danone have agreed to revise environmental and recycling claims on their plastic bottles across the European Union following a joint investigation by the European Commission and national consumer protection authorities.
The action, coordinated under the Consumer Protection Cooperation (CPC) network and led by the Swedish Consumer Agency alongside the Hungarian Competition Authority, follows a 2023 complaint by the European Consumer Organisation (BEUC) regarding misleading green claims in the single market.
Under the agreed commitments, the companies will adjust product labelling and digital marketing campaigns to ensure compliance with the Unfair Commercial Practices Directive and the EU’s Directive on Empowering Consumers for the Green Transition.
Key changes to packaging and promotional materials include:
- Clarified material scope: Replaces absolute assertions such as “100% recycled plastic bottle” with explicit phrasing stating “This bottle is 100% recycled. Excluding cap and label.”
- Revised call-to-action messaging: Replaces phrases like “Recycle me again” with “Recycle me” to eliminate impressions that the bottle has previously been recycled or is infinitely recyclable into another bottle.
- Removal of misleading imagery: Ensures overall label design and associated green symbols do not create exaggerated impressions regarding the inherent environmental benefits of single-use plastic.
- Digital campaign alignment: Updates all website and social media messaging across EU markets to mirror on-pack labelling standards.
Dialogues with Coca-Cola and Nestlé concluded in June 2025 and February 2026, respectively, with both firms already executing initial updates across digital channels.
National consumer protection authorities will monitor compliance across Member States, with potential enforcement actions for non-compliance. The European Commission indicated it may extend discussions to broader bottling industry associations to maintain a level playing field across the Single Market.
