Printing South China 2026 | International Printing & Packaging Exhibition

The Illusion of Complete Circularity
For years, consumers have been presented with bold sustainability claims that fail to reflect packaging realities. While bottles may feature prominent "100% recycled" messaging, the truth is more complex. EU food safety regulations prohibit the use of recycled materials in bottle caps, while labels typically contain virgin plastic. Even the bottle bodies often incorporate non-recycled PET or production scraps that haven't undergone proper recycling processes.

Environmental groups argue these marketing practices have created a false perception of sustainability. "When consumers see '100% recycled,' they understandably assume every component meets that standard," explains Agustín Reyna, Director General of BEUC. "The reality is far from this ideal of circularity."

Enforced Changes to Labeling Practices
The European Commission's May 2025 ruling requires immediate modifications to packaging communication. Beverage companies must now specify that only the bottle body – excluding caps and labels – contains recycled content. The previously common phrase "Recycle me again" will be replaced with the more accurate "Recycle me," while misleading visual elements like green color schemes and recycling symbols suggesting environmental neutrality must be removed.

These changes come after a November 2023 alert from BEUC, supported by environmental organizations ClientEarth and ECOS, which highlighted how current labeling practices violate EU marketing standards. The Commission's decision establishes new benchmarks for environmental claims that could reshape packaging communication across multiple industries.

The Harsh Reality of PET Recycling

Behind the marketing claims lies an inconvenient truth about plastic recycling in Europe. Current PET bottle recycling rates hover around 55%, with only an estimated 30% of collected material actually being transformed into new bottles. These figures starkly contrast with the impression of seamless circularity suggested by current packaging claims.

"The gap between perception and reality in plastic recycling is enormous," notes a Commission spokesperson. "Consumers making environmentally conscious choices deserve accurate information about what they're purchasing."

Industry-Wide Implications
While Coca-Cola has been the most prominent target, the ruling affects all major beverage companies operating in the EU. Competitors including Danone and Nestlé Waters face similar scrutiny over their packaging claims. BEUC is calling for expanded monitoring of labeling practices and stricter enforcement mechanisms to ensure compliance with the new standards.

The decision also raises questions about the future of sustainable packaging communication. As regulators demand greater transparency, companies must balance marketing objectives with rigorous accuracy in their environmental claims. This shift could fundamentally change how sustainability is presented to consumers across the fast-moving consumer goods sector.

A New Era for Environmental Marketing
This ruling represents more than just a labeling update – it signals a fundamental change in how environmental claims will be regulated in the EU. BEUC and supporting organizations continue to push for:

• Enhanced monitoring of environmental marketing claims
• Standardized metrics for recycling rate disclosures
• Clear differentiation between packaging components in sustainability messaging

As the implementation of these changes begins, the beverage industry faces a pivotal moment in its sustainability journey. The Commission's action serves as both a correction to current practices and a warning against future greenwashing attempts.

Source: PrintIndustry.news