Comprehensive Coca-Cola PET bottle recycling campaign launched following GVH investigation

As the conclusion of an investigation launched by the Hungarian Competition Authority (GVH) in the summer of 2024, the Coca-Cola corporate group is initiating a comprehensive, high-budget educational campaign in Hungary. The measure aims to increase consumer environmental awareness after the authority raised concerns regarding the company’s previous communication containing green claims.

The issue of Coca-Cola PET bottle recycling came into the competition authority’s focus after the GVH launched a competition supervision proceeding concerning green claims on product packaging in the summer of 2024. The investigation involved Coca-Cola HBC Magyarország Kft. and other entities belonging to the Coca-Cola group (Coca-Cola Magyarország Szolgáltató Kft., The Coca-Cola Company, SA Coca-Cola Services NV).

Focusing on Coca-Cola PET bottle recycling and GVH concerns

According to the authority’s initial suspicion, the companies misled consumers with the slogan used on the labels and communication of Naturaqua mineral waters: “Recycle me, I am a 100% recyclable PET bottle”. Although the investigated companies technically proved that the affected bottles, caps, and labels are indeed 100% recyclable, the GVH argued that highlighting this single positive attribute was insufficient.

The authority objected that the communication failed to address the actual environmental burden of the product and its packaging. According to the competition authority’s data, a key quantitative fact was that the practical rate of Coca-Cola PET bottle recycling in Hungary fell far short of 100% during the investigated period. This raised the possibility that the examined claim portrayed the product in a “greener” light than reality.

Details of the settlement and the new targeted educational campaign

To address the GVH’s concerns, the involved companies submitted a detailed commitment package. Under this agreement, Coca-Cola is launching a significant-budget, targeted advertising campaign in Hungary built on their existing “Recycle” slogan. The primary goal of the campaign is to encourage consumers to return bottles and to educate them about domestic recycling opportunities and sustainability aspects. Furthermore, the companies committed to refrain from using the “100% recyclable” phrase on Naturaqua products for a specified period.

The 2024 PET bottle investigation series concludes

The GVH Competition Council accepted the commitments, evaluating them as forward-looking, and closed the proceeding (case number VJ/34/2024) without establishing an infringement or the lack thereof. However, the authority will verify the full compliance of these obligations within the framework of a follow-up investigation.

With this decision, the competition authority closed its third and final “PET bottle” proceeding from the wave launched in the summer of 2024, which previously resulted in similar educational and corrective measures for Fonte Viva Kft. and Szentkirályi Magyarország Kft. The GVH had already highlighted the confusing nature of green advertising messages in a January 2024 market analysis, meaning the current resolution may have a preventative impact on the entire PET bottle market.

FAQ

Why did GVH investigate Coca-Cola?

The GVH launched an investigation in the summer of 2024 over green claims. They argued that the “100% recyclable PET bottle” claim on Naturaqua mineral waters obscured the product’s environmental burden, especially since the actual domestic recycling rate was far below 100%.

What campaign is Coca-Cola launching as a result of the investigation?

The corporate group is launching a targeted, significant-budget educational campaign using the “Recycle” slogan to encourage consumers to return PET bottles and to raise environmental awareness.

Did the Hungarian Competition Authority fine the company?

No, the proceeding was closed without establishing an infringement because the authority accepted the company’s commitments. The fulfillment of these commitments will be checked during a follow-up investigation.

Reference link:

Official statement of the Hungarian Competition Authority