A European consumer group and environmental campaigners have issued a legal complaint.
Coca-Cola, Danone and Nestle have been accused of greenwashing over claims about their plastic bottles being “100% recycled”.
But BEUC argues that this is misleading as the bottles are never made entirely of recycled materials. It also said the term “100% recyclable” is ambiguous as since recyclability depends on many factors like available infrastructure to collect material; the effectiveness of the sorting process; or appropriate recycling processes.
“However, they are bombarded with incorrect and deceptive claims, so they do not know which claim or label to trust. Justin Wilkes, executive director of Ecos, said: “Policymakers must set clear rules on recycled content that are implemented by standardised, reliable methodologies, putting an end to the Wild West of green claims.”
“We only communicate messages on our packaging that can be substantiated, with any relevant qualifications clearly displayed to enable consumers to make informed choices.
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