The Hungarian competition authority, along with the Swedish Consumer Authority, has wrapped up an investigation into Danone, leading to significant commitments from the multinational food company. This investigation was part of a coordinated European effort targeting the recyclability claims on plastic bottles made by Danone, Nestlé Waters, and The Coca-Cola Company.

According to a complaint filed by the European Consumer Organisation (BEUC) in November 2023, some businesses were unclear in their labeling regarding the recyclability of their plastic bottles. The investigation aimed to clarify these so-called 'green claims' and resulted in Nestlé Waters and The Coca-Cola Company also modifying their labeling and communication practices.

As a result of this joint action, Danone has made commitments similar to those of Nestlé and Coca-Cola, albeit with some variations in details and deadlines. The commitments include clear labeling on bottles that contain claims about recycled content, ensuring that such claims do not mislead consumers into thinking the bottles have been previously recycled or can be recycled again.

Furthermore, Danone has pledged to ensure that its labels and marketing communications do not create misleading or vague impressions about the environmental benefits of its packaging. These changes will apply to all products marketed within the European Economic Area, and the company will reflect these commitments in its online and social media campaigns.

The European Commission and participating national authorities believe that these commitments from global food companies could lead to significant improvements in the sustainability claims made regarding plastic bottles. Consumers will now have access to accurate and understandable information about the recyclability of PET bottles without needing to conduct additional research on the labels and slogans.

It is also noteworthy that stricter rules regarding sustainability communication have been in effect since September 27, following the implementation of the EmpCo EU directive, which has expanded the list of unfair commercial practices to include several classic greenwashing practices.