NGOs criticise Coca-Cola ‘single-use’ claim in letter to WRAP

A group of seven environmental NGOs have sent an open letter to the UK’s Waste and Resources Action Programme (WRAP) raising concern over the use of the term ‘single-use’ in a Coca-Cola advertising campaign.

The letter, published today (5 February), argues that Coca-Cola – a prominent member of WRAP’s UK Plastics Pact – has sought to disrupt consumer understanding of the term ‘single-use’ by claiming that its plastic bottles are ‘only single-use if they are thrown away’ rather than recycled.

Plastic pollution campaign group City to Sea had initially submitted a complaint to the Advertising Standards Agency (ASA) in December, which concluded that Coca-Cola did not breach its advertising code and its use of the term ‘single-use’ would be interpreted as relating to bottles that would normally go to landfill, rather than recycled.