Forex News
EU consumer dialogue: Coca-Cola, Nestlé and Danone rewrite bottle recycling labels
Coca-Cola, Nestlé and Danone have agreed with the European Commission and the Consumer Protection Cooperation (CPC) network to change recycling claims on their plastic bottles, under a dialogue led by the Swedish Consumer Agency and the Hungarian Competition Authority.
- Coca-Cola, Nestlé and Danone will change recycling claims on plastic bottles after talks with the European Commission and the CPC network.
- Labels saying "I am a bottle made from 100% recycled plastic" are to be replaced with "This bottle is 100% recycled. Excluding cap and label".
- Labels saying "Recycle me again" are to be replaced with "Recycle me".
- Coca-Cola and Nestlé have already made some of the changes within agreed deadlines, including on digital campaigns.
- National consumer authorities will check compliance and can take enforcement action if the companies fall short.
Coca-Cola, Nestlé and Danone will change the recycling claims they advertise on plastic bottles. The move follows a dialogue with the European Commission and the Consumer Protection Cooperation (CPC) network, led by the Swedish Consumer Agency and the Hungarian Competition Authority.
The Commission said that, once all the changes are made, consumers will be able to rely on fair and clear information on the recycling characteristics of the bottles, in line with EU consumer law.
What the companies will change
The three companies will replace label wording such as "I am a bottle made from 100% recycled plastic" with "This bottle is 100% recycled. Excluding cap and label", so that information on recyclability and composition is factually clear and correct.
The label line "Recycle me again" will become "Recycle me". The Commission said the wording change is meant to stop consumers being given a false impression, when urged to recycle the bottle, that the bottle had already been recycled before purchase and can be turned into another bottle.
The companies will also make sure the overall impression of the label and marketing does not mislead on the inherent environmental benefits of plastic bottles, for example when combined with other green claims or symbols. They have further committed to align digital marketing on their own websites and social media channels with these commitments.
Where implementation stands
Coca-Cola and Nestlé, whose dialogues wrapped up in June 2025 and February 2026 respectively, have already delivered some of the commitments by the agreed deadlines, notably the recycling claims used in digital campaigns.
National consumer protection authorities will watch how the commitments are implemented and can open enforcement proceedings if the companies do not comply. The Commission and the CPC network may additionally work with bottling industry associations to keep the Single Market on a level playing field, with all operators bound by the same rules.
Background
The European Consumer Organisation (BEUC) raised an alert in November 2023 against bottling companies selling plastic bottles in the EU. The subsequent dialogue with the Coca-Cola Company, Nestlé Waters and Danone was coordinated by the European Commission and CPC network authorities under the lead of the Swedish Consumer Agency and the Hungarian Competition Authority.
The European Commission and national consumer authorities then reviewed the commitments the companies put forward at EU/EEA level and found the improved claims in line with EU consumer law. The CPC brings together national authorities that enforce EU consumer protection rules; under the Commission's coordination, they act jointly against widespread and cross-border infringements in the EU.
The Commission stressed that traders' commercial practices must not mislead consumers and should comply with the Unfair Commercial Practices Directive, including on environmental claims. It also pointed to the Directive on Empowering Consumers for the Green Transition, which it said strengthens protection against greenwashing.
Source: European Commission,