City to Sea submit ASA complaint over Coca Cola ‘single-use’ claim

A Coca Cola advertising campaign claiming that single-use plastic bottles are ‘only single-use if they are thrown away’ has been dubbed ‘misleading’ by plastic pollution campaign group City to Sea in a complaint submitted to the Advertising Standards Agency (ASA).

The advertising campaign, entitled ‘Round in Circles’, suggests that Coca Cola’s plastic bottles are not single-use because they can be recycled, going against the United Nations Environment Programme’s (UNEP) definition of single-use as ‘plastic items which are designed to be used for one time by the consumer before they are thrown away or recycled.’

Arguing that Coca Cola is misrepresenting the term ‘single-use’, City to Sea is calling on the company to withdraw its ads and tackle the use of single-use plastic bottles by shifting towards a refill scheme.