The Earth Island Institute has begun legal action against Coca-Cola for ‘false and deceptive marketing’ that represents the company as ‘sustainable and environmentally friendly’.
In the case, filed the to Superior Court of the District of Columbia, the Earth Island Institute claims that the image Coca-Cola presents is at odds with it “being one of the largest contributors to plastic pollution in the world.”
The introduction to the lawsuit argues that consumers have increasing concerns about environmental issues – a fact Coca-Cola knows – and that consumers are, therefore, “willing to seek out services of products that are less harmful to the environment”.
It then goes on to say that because of this, “some companies that produce significant amounts of plastic pollution are beginning to advertise themselves as environmentally friendly.”
They do this to counter that consumer idea that “certain industries are engaged in activities that cause environmental and human health harms.”
According to the Changing Markets Foundation, which is cited in the lawsuit, Coke is the biggest plastic waste producer of any company in the world. It produces 2.9 million metric tons of plastic waste every year.
The lawsuit also contains references to Coke’s sustainable business commitments, such as their ‘Every Bottle Back’ initiative and statements on sustainable packaging.
Indeed, on Coke’s Australian website, for example, they detail some of their environmental initiatives. The Australian arm of the company says that 70 per cent of their plastic bottle production uses recycled plastic. In Australia, Coke has also committed to collecting and recycling one bottle or can for every one sold by 2030.
On the global site, it has committed to making 100 per cent of packaging globally recyclable by 2025, and to use at least 50 per cent recycled material in packaging by 2030.
The suit alleges that “through this advertising approach – presenting itself both individually and as a member of the American Beverage Association – Coca Cola portrays itself as committed to the principles of a circular economy and taking personal responsibility for the plastic waste it produces.”
In a statement to the Earth Island Journal, the publishing arm of Earth Island Institute, Julia Cohen said “we want the Coca-Cola company to stop the greenwashing and false claims, be transparent about the plastic they use, and be a leader in investing in deposit and refill programs for the health of humans, animals, waterways, the ocean, and our environment.”
Cohen is the co-founder and managing director of the Plastic Pollution Coalition, an Earth Island project.
Sumona Majumdar, general counsel for Earth Island institute also told the Journal that, “with this lawsuit we are simply asking that Coca-Cola be honest with consumers about its plastic use so that consumers can make informed purchasing decisions.”
Rather than suing for damages, the Institute is instead aiming to stop ‘deceptive practices‘. They are calling for a trial by jury.
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]