The Hungarian Competition Authority (GVH) has concluded several proceedings in 2026, resulting in major commitments from domestic bottling companies in the mineral water and soft drink sectors. These commitments aim to improve consumer education and social campaigns regarding sustainability and the recycling of PET bottles in Hungary.

Starting from 2025, PET bottles sold in Hungary must contain at least 25% recycled plastic (rPET), in line with EU directives on single-use plastics. The EU aims for this percentage to reach 30% by 2030 and 50% in the long term, highlighting the growing importance of recycling and environmental claims related to PET bottles.

In response to concerns about misleading environmental claims, the GVH initiated three competition supervision proceedings in the summer of 2024. Although no violations were found, the GVH raised several concerns about the companies' commercial communications, prompting them to make significant commitments to enhance compliance and consumer awareness regarding the environmental impacts of bottled beverages.

Fonte Viva Kft. and MOL Nyrt. proposed a comprehensive package to improve their internal processes related to commercial communication, including appointing a compliance expert and developing a detailed internal compliance policy. They also committed to creating educational content about the environmental impacts of bottled products and the importance of bottle return processes.

Szentkirályi Magyarország Kft. submitted a detailed commitment package, including developing a new internal compliance program and conducting internal training for relevant employees. They also pledged to improve communication regarding their deposit return system, providing quarterly updates on the percentage of PET bottles returned to the system.

The Coca-Cola group companies also submitted a commitment package to address GVH's concerns, including launching a significant advertising campaign in Hungary to promote PET bottle recycling. They agreed to refrain from using the term '100% recyclable' for certain products for a specified period.

The GVH deemed the commitments from all three proceedings as meaningful and forward-looking, suitable for addressing the identified issues. The authority will monitor compliance with these commitments through future investigations.

In recent years, the GVH has focused on 'green claims' and published a market analysis in January 2024, highlighting the ambiguity and confusion surrounding green advertising messages. The authority advises businesses to exercise caution when developing commercial communications that include green claims, ensuring they are clear and objectively verifiable.