In a bold move, the European Consumer Organisation (BEUC), in collaboration with environmental advocates ClientEarth and ECOS, has fired shots at industry giants Coca-Cola, Danone, and Nestlé. The accusations? Greenwashing—the alleged deceptive marketing of their water bottles as "100% recycled."
The Allegations Unveiled:
Digging deeper, the complaint filed with the European Commission exposes a stark reality. Claims of '100% recycled' bottles, it argues, are far from accurate. The recyclability of these bottles, it seems, is contingent on factors like infrastructure availability, challenging the implied perfection of a '100%' recycling rate.
The Recycling Reality:
A closer look at EU plastic bottle recycling paints a concerning picture. Only half of these bottles are given a second life, with a mere 30% finding their way back into new bottles. The remaining plastic often takes a detour into products like textiles, contributing to environmental pollution and climate change.
Hidden Complexities:
The accusations shed light on overlooked details. Components such as lids and labels on these bottles are not made from recycled plastic, and the manufacturing process might introduce virgin plastic, diluting the proclaimed recycled content.
What Lies Ahead:
Should the European Commission endorse the complaint, it could trigger a domino effect among national consumer authorities. Possible outcomes include corrective measures or fines, urging these companies to rectify the situation.
Our Call to Action:
Knowledge is power, and as responsible consumers, it's crucial to demand transparency and business needs to stick to real facts and avoid greenwashing.
Autor: Agnieszka Orłowska (Managing Director at ESG Institute)
Unmasking the Illusion: Big Brands and the Greenwashing Game
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