Coca-Cola’s “zero packaging waste” promise during the Paris 2024 Olympic Games has caused a stir. In a press release published this Wednesday, November 27, the NGO France Nature Environnement (FNE) announced file a complaint against the American giant for greenwashinga marketing technique used by a company to promote a greener brand image.
The FNE wants “Coca-Cola to be held accountable for its actions under the offense of deceptive commercial practices in the Consumer Code, which penalizes claims likely to mislead the consumer about the environmental impact of the product.”
The NGO denounces a “rehearsed choreography” implemented by the American company: “pour the contents of a plastic bottle into a cup, serve it to a person who then thinks they have an ecological container in their possession, then throw the bottle out of sight.” 6 million drinks would have been served from plastic bottles, reveals FNE according to a confidential document that the NGO was able to consult.
Coca-Cola had stated that these bottles would be “sorted and compacted in order to be recycled”. “Coca-Cola boasted during the Games of 100% recycling of the bottles collected, but to live up to the event, it would have been necessary to limit the production of plastic bottles much more“, denounces Axèle Gibert, waste expert at France Nature Environnement.
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