Coca-Cola has announced plans to modify its bottle labeling to clarify recycling claims, following a complaint from the European Consumer Organisation (BEUC) and support from environmental groups like ClientEarth and ECOS.

The company is committed to ensuring that its packaging does not mislead consumers regarding the environmental impact of its products, specifically avoiding green imagery that suggests sustainability.

Kamila Drzewicka from ClientEarth remarked that this decision sends a strong message about the legal consequences of misleading environmental claims and calls for stronger regulatory actions across the EU.

ClientEarth emphasized that this decision underscores the necessity for regulators to take stronger action on sustainability claims in the packaging sector.

Experts have pointed out that while adding virgin materials to recycled bottles is common in the industry, Coca-Cola asserts that its '100% recycled' bottles do not contain such materials.

The changes to Coca-Cola's labeling are expected to be implemented in the coming months, with oversight from consumer rights groups like BEUC, who have welcomed the decision.

While BEUC has welcomed the changes, they have also noted that some issues regarding the clarity of '100%' claims remain unresolved, highlighting the need for transparent communication to prevent consumer deception.

This announcement was made on May 6, 2025, following a complaint lodged in November 2023 by BEUC and other NGOs regarding misleading environmental claims.

ClientEarth also pointed out that this outcome challenges the perception that recycling alone can render plastic bottles sustainable.

Agustín Reyna, director general of BEUC, stressed the importance of clear consumer information, noting that over half of plastic bottles are not recycled, which could mislead consumers regarding the '100%' claims.

Coca-Cola has stated that these commitments to change are voluntary and do not imply any admission of legal infringement.

The company plans to implement the new labels in the coming months and will continue to refine its communications based on evolving consumer needs.