When it comes to greenwashing, no brand is too big to be held accountable, not even Coca-Cola. Following mounting legal pressure and a wave of consumer complaints, the beverage giant has agreed to revise its recycling claims across Europe after being accused of misleading shoppers about the environmental impact of its plastic bottles.

The complaint, filed in late 2023 by The European Consumer Organisation (BEUC) and other advocacy groups, challenged claims like “100% recyclable” and “100% recycled.” These feel-good phrases might sound eco-friendly, but experts say they blur the line between what’s technically possible and what actually happens. In reality, only about 9% of plastic ever made has been recycled, and even then, plastic degrades each time it’s processed, meaning it can’t be infinitely reused.

What’s Changing for Coca-Cola

Under the new agreement, Coca-Cola will update its bottle labels to clarify that only the body of the bottle is made from recycled plastic, not the cap or label. The company will also stop using green imagery like leaves, earth icons, or recycling loops that suggest environmental neutrality. Instead of slogans like “Recycle me again,” future bottles will carry simpler calls to action, avoiding the illusion that recycling alone can undo the damage of single-use plastic.

While Coca-Cola has not admitted wrongdoing, this shift marks the first tangible result of the EU’s growing crackdown on misleading environmental marketing. Nestlé and Danone are also under investigation, and similar legal actions are underway in Australia, the U.S., and Canada, signalling a global push for greater honesty in sustainability claims.

Why It Matters

This case isn’t just about one company’s labels, it’s about holding powerful brands accountable for the stories they tell. Greenwashing, the act of using eco-language or imagery to make products seem more sustainable than they are, has long confused well-meaning consumers who want to make better choices.

When people see bottles labelled as “100% recycled,” they may feel reassured enough to continue buying single-use plastics, unaware that most “recycled” materials are eventually downcycled into textiles or products that can’t be recycled again. In the EU, for example, only about 30% of recycled bottles become new bottles, with the rest ending up as waste once more.

By challenging this, consumer advocates are sending a powerful message: sustainability claims should be based on truth, not marketing spin.

A Win for Accountability and for Us All

While Coca-Cola’s changes are far from a perfect solution, they represent a step in the right direction. Legal and social pressure are forcing global corporations to confront uncomfortable truths, that recycling alone can’t fix the plastic crisis, and that real sustainability starts with reducing production and waste at the source. High five!

It’s the kind of progress we love to see. The more companies are called outfor misleading environmental claims, the more transparent and responsible the industry becomes. 

What You Can Do

As consumers, we hold more power than we think. By choosing reusable bottles, supporting brands that prioritise refill and circular systems, and reading labels with a (very) critical eye, we can help push the market in the right direction.So while Coca-Cola’s label change won’t solve plastic pollution overnight, it’s a reminder that awareness leads to accountability and accountability leads to action.

At Go For Zero, we believe transparency and education are key to real sustainability, so every time a brand is held to a higher standard, it’s a win for the planet, for consumers, and for the future we’re all working toward.

Thanks for tuning in again this week, GFZ's. Ready for another Feel Good story? Have a look at our blog here about the worlds first seaweed-based dog toy. It's a goodie!

With Love, 
Ellie xx