Too green to be true? Consumer and green groups call for action against potentially misleading recycling claims

14 consumer groups from 13 countries have submitted an external alert to the European network of consumer authorities (CPC-Network) demonstrating that widespread claims of ‘100% recycled’ or ‘100% recyclable’ on plastic water bottles can be misleading. These claims can give the impression that it is possible to turn old bottles into new ones over and over again, and that the plastic they are made from is fully circular.

This action is coordinated by BEUC, with support from ECOS and ClientEarth, and seeks a commitment from companies to:

• Provide reliable, accurate, and verifiable information on recycled plastic content from post-consumer sources [1].
• Stop claiming ‘100% recycled content’ and state the real quantity of recycled content in the whole product, including all components. This requires a transparent and proportional allocation method to ensure physical and chemical traceability [2].
• Give consumers clear instructions on how to dispose of their products to maximise recycling, instead of false promises of ‘100% recyclability’.
• Stop using images suggesting plastic is infinitely circular, sustainable, and/or climate neutral.

‘100% recycled’ or ‘100% recyclable’ claims can create an inaccurate perception for consumers. In the EU, approximately 50% of bottles made of PET (polyethylene terephthalate) were recycled in 2020. However, most of this recycled plastic is in fact downcycled into other applications, such as textiles, meaning that the recycled content in PET-based beverage bottles averaged only 17% [3].

All recycling processes result in material losses (plastic is lost during collection, sorting, washing, flaking, and extrusion). The rates of PET recycling also hugely vary depending on collection and recycling infrastructure; there are no guarantees that plastic bottles will be recycled at all – and they are never ‘100% recycled’. Recycled plastics degrade in quality, meaning virgin plastics need to be added to maintain quality and manufacture new PET bottles [4].

By challenging these claims, the organisations want to ensure consumers are provided with accurate and reliable information, which will only happen if decision-makers and standardisers set a robust and trustworthy framework for packaging labels for consumers [5].

Justin Wilkes, Executive Director of ECOS – Environmental Coalition on Standards, said:

“‘100% recycled’ and ‘100% recyclable’ plastic bottles are not technically feasible, and such labels can be misleading. We need reliable information on the level of recycled plastics in our bottles. 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.”

Rosa Pritchard, Plastics Lawyer at ClientEarth, said:

“The reality is single use plastic is neither circular nor sustainable. Recycling can never catch up with the sheer volume of plastic produced on our planet. Companies are in a unique position to change how we consume but currently these claims – which we consider to be misleading – are making it hard for consumers to make good environmental choices.”

Ursula Pachl, Deputy Director General of BEUC, said:

“Be it about buying a new pair of shoes, opening a bank account or buying water bottles, consumers increasingly want to make the most sustainable choice and they seek reliable information that help them make this choice. However, they are bombarded with incorrect and deceptive claims, so they do not know which claim or label to trust.”

ENDS

Notes to editors:

[1] Plastic waste from products placed on the market, such as plastic bottles, already used by consumers or in distributors’ stocks.

[2] ECOS (2023), Message on a bottle: new rules that will make or break EU recycling goals: https://ecostandard.org/news_events/message-on-a-bottle-the-little-known-decision-that-will-make-or-break-eu-recycling-goals/

[3] Eunomia (2023), 100% Greenwash? Green Claims on PET Beverage Bottles in Europe: https://www.eunomia.co.uk/reports-tools/

[4] 83% virgin and 17% recycled PET (Eunomia, 2023).

[5] Increasingly, EU consumers want to buy products that do not harm the environment. Over half of consumers surveyed in four EU countries think that recycling is the most important thing they can do to reduce the impacts of climate change. Packaging Europe (2023), Consumer survey: Recycling is top of the sustainability list: https://packagingeurope.com/consumer-survey-recycling-is-top-of-the-sustainability-list/10107.article

About us:

BEUC: The European Consumer Organisation (BEUC) acts as the umbrella group in Brussels for 45 independent national consumer organisations. Our main role is to represent them to the European institutions and defend the interests of European consumers. www.beuc.eu

ClientEarth: ClientEarth is a non-profit organisation that uses the law to create systemic change that protects the Earth for – and with – its inhabitants. We are tackling climate change, protecting nature and stopping pollution, with partners and citizens around the globe. We hold industry and governments to account, and defend everyone’s right to a healthy world. From our offices in Europe, Asia and the USA we shape, implement and enforce the law, to build a future for our planet in which people and nature can thrive together. www.clientearth.org

Environmental Coalition on Standards (ECOS): ECOS is an international NGO with a network of members and experts advocating for environmentally ambitious technical standards, policies, and laws. www.ecostandard.org

Contact:

If you have questions please contact me:

Alison Grace
Press & Communications Manager at ECOS
alison.grace@ecostandard.org
+32 493 19 22 59