Circularity claims on PET beverage bottles, such as ‘100% recyclable’ or ‘100% recycled’, may mislead consumers, reveals a new report by ClientEarth, ECOS (Environmental Coalition on Standards), Eunomia Research & Consulting, and Zero Waste Europe. This report builds upon previous findings by Eunomia, highlighting that PET is currently not a circular material within even Europe’s best recycling systems. It cautions that these misleading claims may infringe upon consumer protection laws, urging companies to address these practices.
The report scrutinizes on-pack claims and concludes that the term ‘recyclable’ is ambiguous and should not be placed on bottles. Instead, the authors recommend labels that provide clear instructions on how to dispose of packaging. Furthermore, claims of ‘100% recycled’ may not accurately represent the bottle’s entire composition, as caps and labels rarely incorporate recycled content. The authors argue that marketing PET beverage bottles using language or imagery implying circularity or sustainability is misleading and should be avoided.
Rosa Pritchard from ClientEarth emphasizes:
“This report conclusively reveals that the notion of ‘plastic bottle circularity’ is unsubstantiated. Claims on bottles promoting this concept run the risk of misleading consumers and hindering the green transition. Consumers need transparent and accurate information about a product’s environmental impact and clear recycling instructions. Immediate action is necessary to address these claims, rebuild consumer confidence, and better protect the planet.”
Fanny Rateau from ECOS adds:
“Eunomia’s report demonstrates that many claims surrounding the circularity of recycled plastic beverage bottles are simply incorrect or potentially deceptive for consumers who are striving to make environmentally responsible choices. We are currently facing a plastic pollution crisis and require complete transparency and traceability from producers, ensuring that consumers can trust the information they receive.”
Andy Grant, Technical Director at Eunomia Research & Consulting states:
“PET beverage bottles should refrain from utilizing language or imagery that suggests circularity, sustainability, or climate neutrality. Even when solely considering the PET body and the most efficient recycling system, achieving full circularity is technically unfeasible. There will always be a need for virgin plastic.”
For a detailed copy of the report titled ‘100% Greenwash? Green Claims on PET Beverage Bottles in Europe’, available for download on October 31, please visit https://www.eunomia.co.uk/reports-tools/.
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