Marketing Claims – “Every Bottle Back” – BBB NAB Finds Certain American Beverage Association (ABA) Claims Supported; Recommends Modification of Others

According to a November 22, 2022 National Advertising Division (NAD) of Better Business Bureau news release NAD “… has determined that the ABA provided a reasonable basis for the following environmental benefit claims related to its Every Bottle Back program … ‘Our bottles are made to be remade.’ ‘We’re carefully designing our bottles to be 100% recyclable, including the caps.’ The ‘That completes the circle’ portion of the claim ‘That completes the circle and reduces plastic waste.’ ‘Increasing awareness about the value of 100% recyclable plastic bottles.’ However, NAD recommended that ABA modify certain aspirational claims regarding the use of recycled materials in bottles, as well as claims relating to ABA’s partnerships with non-profit organizations and efforts to achieve sustainability goals together. ABA will appeal these portions of NAD’s decision …” #PlasticWaste #SingleUsePackaging @BBB_NtlPrograms @AmeriBev