Label changes for plastic bottles

Coca-Cola, Nestlé, and Danone will modify the labels on their plastic bottles in the European Union to clarify information about the composition and recycling of the bottles. The changes come after discussions with the European Commission and consumer protection groups, following a warning from the European Consumer Organizations Bureau in November 2023.

Clarifying recycled content claims

The most visible change focuses on claims about entirely recycled plastic. While the percentage of recycled material can still be mentioned, its scope must be clearly defined. For example, the body of the bottle may be made from recycled plastic, but the cap or label may not be. These exclusions must now be clearly visible and not hidden in fine print.

Avoiding guarantees of recycling

Companies will also stop using messaging that suggests a guaranteed recycling loop. Coca-Cola will replace phrases like "Recycle-me again" with "Recycle-me." Nestlé will avoid messages that imply the bottle can be reused in the future. The goal is to encourage recycling without implying it will automatically happen.

Gradual implementation timeline

The changes will be implemented gradually. Coca-Cola and Danone can continue selling existing stock of labels for up to 18 months after accepting their commitments. Nestlé Waters has a similar 18-month period. On digital platforms, the changes will be faster, with Nestlé and Danone aiming to update their websites within three months.

Restrictions on marketing claims

The companies must avoid using images, logos, or other marketing elements that could exaggerate the environmental benefits of their packaging. Danone notes that images of natural water sources do not necessarily imply environmental claims about the packaging itself, but they must not mislead consumers about the actual characteristics of the container.

Consumer concerns and regulatory context

The changes follow concerns raised by consumer groups about misleading claims. The European Consumer Organizations Bureau identified three key issues: confusion between recycled material and recyclable packaging, implicit promises of repeated recycling, and visual representations that may make disposable plastic seem environmentally neutral. These concerns highlight the gap between technical recycling potential and actual performance.

New regulations and compliance

European regulations on packaging are becoming stricter. Starting in 2025, PET beverage bottles must include an average of 25% recycled plastic, increasing to 30% by 2030. Compliance involves both the actual use of recycled materials and the accuracy of marketing claims. The European Commission will monitor the implementation and may take action if commitments are not met.