The Hungarian competition authority (GVH) has finalized its third investigation related to PET bottles, leading to a commitment from Coca-Cola companies to launch a targeted educational campaign in Hungary. This initiative aims to enhance consumer awareness regarding the practical steps for recycling PET bottles and to promote sustainability.

The investigation, initiated in the summer of 2024, focused on green claims made by Coca-Cola regarding its Naturaqua brand, which allegedly misled consumers about the recyclability of its products. The GVH expressed concerns that while the labels highlighted the positive aspect of being '100% recyclable', they failed to address the environmental burdens associated with the products and the low recycling rates in Hungary.

In response to the GVH's concerns, the companies involved provided a detailed commitment package, which included launching a significant advertising campaign based on the slogan 'Recycle it again'. This campaign is designed to encourage consumers to recycle PET bottles and increase their knowledge of recycling practices and relevant environmental considerations.

The GVH deemed the commitments made by the companies as substantial and forward-looking, capable of addressing the identified issues. The authority highlighted the expected positive social and environmental impacts of the educational campaign, which will extend beyond bottled mineral waters to all bottled beverages, thereby raising overall consumer awareness in Hungary.

Consequently, the GVH closed the investigation without establishing a violation, mandating the companies to fulfill their commitments, which will be monitored in future follow-ups. This marks the conclusion of the GVH's last 'PET bottle' investigation, which began in the summer of 2024, following similar outcomes with other companies.

In recent years, the GVH has focused on 'green claims', publishing an analysis in January 2024 that highlighted the ambiguity and confusion surrounding green advertising messages. The authority urges businesses to exercise caution when crafting commercial communications that include green claims, ensuring they are always clear and objectively verifiable.