The Hungarian Competition Authority (GVH) has recently concluded an investigation into Fonte Viva Kft., a bottled water company, regarding its environmental claims related to PET bottles. The investigation was initiated in the summer of 2024 due to concerns that the company's marketing communications might mislead consumers about the recyclability of its products.

During the investigation, Fonte Viva and its parent company, MOL Nyrt., demonstrated that the bottles they sold during the examined period were made from 100% recycled PET material, excluding the label and cap. However, the GVH raised concerns that the marketing messages could imply that the entire bottle, including the cap and label, was made from recycled materials.

In response to the investigation, the companies proposed a comprehensive package of commitments to the GVH. These commitments include improving internal processes related to commercial communications, appointing a compliance expert, and developing a detailed internal compliance policy for future marketing communications, which will also address environmental claims.

Additionally, the companies committed to implementing substantial educational measures, creating content that informs consumers about the environmental impacts of bottled products and the importance of bottle return processes.

The GVH evaluated these commitments and found them to contain significant and forward-looking elements that effectively address the original concerns. The authority noted that the commitments extend beyond the practices examined in the investigation and promote consumer awareness and general prevention through educational measures.

Consequently, the GVH closed the investigation without establishing a violation, mandating the companies to implement the commitments, which will be strictly monitored in a follow-up review. The GVH also emphasized the importance of careful communication regarding green claims, which must always be clear and objectively verifiable.

In recent years, the GVH has focused on 'green claims', publishing a market analysis in January 2024 that highlighted the ambiguity and confusion surrounding green advertising messages, with many consumers unaware of the exact meanings of various claims and labels. The authority has summarized its guidance for businesses in a Green Marketing Guide.