Coca-Cola, Nestlé and Danone agree to rewrite plastic bottle recycling labels

Coca-Cola, Nestlé and Danone agree to rewrite plastic bottle recycling labels

Coca-Cola, Nestlé and Danone have committed to changing the recycling claims printed on their plastic bottles after a dialogue with the European Commission and national consumer authorities, the Commission said. The voluntary commitments, coordinated by the Commission and the Consumer Protection Cooperation (CPC) network, are intended to give shoppers clear and accurate information in line with EU consumer law.

Key facts

What exactly must the companies change?

Under the commitments, the three drinks groups will drop wording that suggests a bottle consists entirely of recycled material without qualification. Labels will instead state that the bottle is 100% recycled while excluding the cap and label, so that the composition and recyclability of the packaging are described accurately.

The companies also agreed to stop using phrasing such as "Recycle me again", which regulators said could give consumers the false impression that a bottle had already been recycled before purchase and could be turned into another bottle. They will use "Recycle me" instead.

Beyond the labels themselves, the companies committed to ensuring that the overall impression of packaging and marketing does not mislead consumers about the environmental benefits of plastic bottles, for example by combining recycling claims with other green claims or symbols. They also pledged that digital marketing on their websites and social media channels will reflect the same commitments.

Who policed the claims?

The action was carried out under the lead of the Swedish Consumer Agency and the Hungarian Competition Authority, working with the European Commission and the CPC network, which brings together national authorities that enforce EU consumer protection rules. The dialogues with The Coca-Cola Company, Nestlé Waters and Danone were coordinated at EU level, and the Commission and national authorities assessed the proposed commitments and found the improved claims to be in line with EU consumer law.

Coca-Cola and Nestlé, whose dialogues concluded in June 2025 and February 2026, have already implemented some of the commitments within the agreed deadlines, particularly those covering recycling claims used in digital campaigns.

What happens if they fall short?

National consumer protection authorities will monitor how the commitments are put into practice and may take enforcement measures if a company fails to comply. The Commission and the CPC network also said they may engage with bottling industry associations to ensure a level playing field, so that all companies operating in the EU single market follow the same rules.

The case builds on earlier scrutiny of green claims in the packaging sector. In November 2023, the European Consumer Organisation (BEUC) issued an alert against bottling companies selling plastic bottles in the EU, putting the issue on regulators' radar.

What is the wider regulatory context?

The commitments sit within a broader EU push against greenwashing. Traders' commercial practices must not mislead consumers and must comply with the Unfair Commercial Practices Directive, including on environmental claims, while the Directive on Empowering Consumers for the Green Transition tightens the rules further. The Commission said all companies selling products across the EU should respect EU consumer legislation. Implementation of the three companies' commitments will now be watched by national authorities, with enforcement a possibility if the promised changes are not delivered.

Source: European Commission

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