The outcome is likely to shape how PET‑bottle “green” claims are phrased in Hungary, and the decision explicitly stresses that environmental assertions in marketing must always be clear, specific, and objectively verifiable.

Fonte Viva and MOL commitments

The GVH opened a competition‑law probe in the summer of 2024 into several companies, including Fonte Viva, over claims on PET bottles that might mislead consumers about their recycled content.

The authority initially suspected that wording on Fonte Natura mineral water labels and in related commercial communications could have given the impression that the entire bottle, including the cap and label, was made from recycled material, even though the companies later showed that only the bottle body (excluding cap and label) was 100 percent recycled PET during the period examined.

In response, Fonte Viva and MOL submitted a comprehensive commitments package to the GVH’s Competition Council. They pledged to upgrade their internal processes for commercial communications, appoint a dedicated compliance expert, and draw up a detailed internal compliance policy for future marketing, including specific rules on environmental claims.

On top of this, they offered to develop educational content explaining the environmental impact of bottled products and the importance of bottle‑return schemes, aimed at improving general consumer awareness.

The GVH’s Competition Council found that these commitments contain substantial, forward‑looking elements that effectively address the original concerns. The authority also noted that the measures go beyond the specific marketing practices examined in the case and help raise broader consumer understanding and prevention.

Because of this, the council closed the investigation without formally deciding whether a competition‑law breach had occurred, but it made the companies’ commitments legally binding and will monitor compliance through follow‑up checks.

Coca‑Cola revises its green messages

Separately, the GVH has also highlighted how a joint European action has led Coca‑Cola to change its green‑marketing messages. The Consumer Protection Cooperation Network (CPC), under the lead of the Swedish Consumer Agency and the GVH, took action against The Coca‑Cola Company for ambiguous labels stating that bottles were “100 percent recyclable” or carried similar wording that did not clearly address the cap and label.

The European Commission had opened an investigation at the CPC’s request, following a complaint from the European Consumer Organisation (BEUC) in November 2023 that such labels were unclear.

As a result, Coca‑Cola has agreed to adjust its labelling and communication practices across the entire European Union. Within six to eighteen months of the commitments being accepted, the company will replace phrases such as “100% recyclable PET bottle” or similar statements on its bottles with more precise wording, for example explicitly stating that the bottle is 100 percent recyclable “except the label and cap.”

On glass bottles, the claim “Use me again” will be changed to “Recycle me,” to avoid giving consumers the impression that recycling forms a closed loop. The company has also committed to ensuring that its labels and general marketing do not create a vague, general impression of the packaging’s environmental benefits.

Coca‑Cola must also ensure that, within three months of the commitments, its commercial campaigns on its website and social‑media platforms reflect the new, more precise wording. The CPC will monitor implementation of these commitments while Hungary’s own competition probe into Coca‑Cola entities continues separately.

That Hungarian investigation, opened at the same time in summer 2024, targets Coca‑Cola HBC Magyarország Kft., Coca‑Cola Magyarország Szolgáltató Kft. and related Coca‑Cola businesses over the use of claims such as “Recycle me, I’m a 100% recyclable PET bottle” and similar phrases on Naturaqua mineral waters and soft drinks, which the GVH suspects could mislead consumers.

Broader focus on green claims in Hungary

The GVH has stressed that it has been paying close attention to so‑called “green claims” for several years.

In January 2024, it published a market‑analysis study on environmental claims that showed many green advertising messages are unclear or confusing, and that a large share of consumers do not fully grasp the precise meaning of individual labels and statements.

The authority used the study to make recommendations for legislators, businesses, and courts, aiming to tighten the standards for environmental marketing and reduce the risk of greenwashing.

MTI Stock Photo - for illustrative purposes only

Source: MTI – Hungary’s national news agency since 1881. While MTI articles are usually factual, some may contain political bias, and readers should be aware that such content does not reflect the position of XpatLoop, which is neutral and independent.

Since the goal of XpatLoop is to keep readers well briefed, right across the spectrum of opinions, MTI items are shared to ensure readers are aware of all narratives within the local media.

XpatLoop believes in empowering readers to form their own views through complete and comprehensive coverage. To facilitate this XpatLoop has a balanced range of news partners, as you can see when you surf around XpatLoop.com
 

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