Following constructive discussions with the European Commission and the Consumer Protection Cooperation (CPC) network, Coca-Cola, Nestlé, and Danone have committed to revising the recycling claims on their plastic bottles. Once these changes are fully implemented, consumers will benefit from accurate, transparent information about these products’ recycling characteristics, in line with EU consumer law. The Swedish Consumer Agency has led this initiative in collaboration with the Hungarian Competition Authority.
“We must ensure that traders operating in the EU are transparent and fair in their labelling practices. These commitments by Coca-Cola, Nestlé, and Danone show that the dialogue between companies and the national consumer protection authorities leads to results that benefit consumers, providing them information to make informed choices,” said Henna Virkkunen, Executive Vice-President for Tech Sovereignty, Security and Democracy.
The companies have pledged to undertake the following actions:
1. Modify claims on bottle labels from “I am a bottle made from 100% recycled plastic” to “This bottle is 100% recycled, excluding cap and label,” thereby providing clear and factual details about recyclability and composition.
2. Amend the label claims from “Recycle me again” to “Recycle me,” ensuring that consumers are not misled into believing that the bottle was previously recycled and can be recycled into another bottle post-consumption.
3. Ensure that the overall impression conveyed by the label and associated marketing is not misleading regarding the environmental benefits of plastic bottles, which includes avoiding the combination of such claims with other eco-friendly symbols.
4. Confirm that their digital marketing initiatives across websites and social media platforms are consistent with these commitments.
Coca-Cola and Nestlé, having concluded their dialogues in June 2025 and February 2026 respectively, have already initiated the implementation of several of these commitments, particularly those concerning recycling claims in digital campaigns. National consumer protection authorities will oversee adherence to these commitments and may initiate enforcement actions if companies fail to comply.
Furthermore, the Commission and the CPC network may engage with bottling industry associations to promote a level playing field, ensuring that all companies operating within the Single Market adhere to the same regulatory standards.
“European consumers deserve accurate information about the environmental practices of all companies operating in the Single Market. I welcome the commitment by the three companies to fulfil their responsibilities to ensure that environmental claims on their products are clear, truthful and in line with EU consumer protection laws. This outcome also demonstrates the value of engagement and dialogue between companies and the European Commission,” emphasised Michael McGrath, Commissioner for Democracy, Justice, the Rule of Law and Consumer Protection.
