According to our analysis, such claims do not comply with the EU rules on unfair commercial practices. This report was carried out together with ClientEarth and ECOS - Environmental Coalition on Standards.

The average European consumer drinks around 118 liters of bottled water per year and 97% of this water is packaged in plastic containers.1 Beverage bottles are one of the top sources of plastic pollution on European beaches.2 The beverage industry resorts to recyclability claims that according to our research are too vague, inaccurate or/and insufficiently substantiated. We identified three key claims of concern:

“100% recyclable”: This ambiguous term depends on many factors such as the available infrastructure to collect material, the effectiveness of the sorting process, or appropriate recycling processes. The recycling rate for PET beverage bottle bodies is estimated to be only 55% in the EU and the chance of it becoming a bottle again around 30%.3

“100% recycled”: This claim wrongly implies the full bottle is made entirely from recycled materials. The fact is that bottle lids cannot be made of recycled materials by EU law4 and labels are rarely made from recycled material either. In addition, adding virgin plastic (i.e., non-recycled plastic) to the body of the bottle is also a common practice.

Use of green imagery: Closed loops, green logos or nature images are used for branding many water bottles across Europe. They prompt the false idea of environmental neutrality, endless plastic circularity and may even give the impression that the bottles would have a positive impact on the environment.

BEUC and its members have filed a complaint to the European Commission and the network of consumer protection authorities (CPC), calling on them to launch an investigation. We call on authorities to ensure that traders stop misleading consumers by using such claims.