The Hungarian competition authority, in collaboration with the Swedish Consumer Agency and the European Consumer Protection Cooperation Network (CPC), has taken action against The Coca-Cola Company for unclear labeling practices. This initiative aims to ensure that Coca-Cola adopts clearer and more accurate messaging on its product labels and commercial communications.

The investigation was prompted by a complaint from the European Consumer Organisation (BEUC) in November 2023, which highlighted that some companies, including Coca-Cola, were using ambiguous recyclable labeling on their plastic bottles. As a result of the CPC's coordinated efforts, Coca-Cola has committed to modifying its labeling and communication practices to avoid potential risks associated with vague green claims.

Within 6 to 18 months of accepting these commitments, Coca-Cola will replace misleading statements on its bottles, such as “I am a 100% recyclable PET bottle,” with more precise wording, like “I am a 100% recyclable PET bottle, except for the label and cap.” Additionally, the company will change the statement “Recycle me again” to “Recycle again” to prevent misleading consumers about the recycling process.

Furthermore, within three months of accepting the commitments, Coca-Cola will ensure that its commercial campaigns on its website and social media reflect the content of these commitments. The CPC will monitor the implementation of these obligations.

In parallel, the Hungarian competition authority initiated a competition supervision procedure in the summer of 2024 against Coca-Cola HBC Hungary Ltd., Coca-Cola Hungary Services Ltd., and other Coca-Cola entities, suspecting that they misled consumers with claims like “I am a 100% recyclable PET bottle” on their Naturaqua mineral waters and soft drinks. This procedure is ongoing and independent of the CPC's actions.

The Hungarian competition authority has been focusing on “green claims” for several years. In January 2024, it published a market analysis on green claims, revealing that many green advertising messages are often unclear and confusing, leaving a significant portion of consumers unaware of the exact content and meaning of these claims. The authority has also made recommendations for lawmakers, businesses, and enforcers. Previously, it summarized guidance for businesses in its green marketing handbook.

Additionally, the Hungarian competition authority will address green claims and compliance at its upcoming event on May 27, as part of its knowledge-sharing series, the Hungarian Compliance Academy (MCA).