Following a review that said it overstated marketing claims around plastic bottle recycling, the American Beverage Association plans to change parts of its long-running "Every Bottle Back" advertising effort.
The National Advertising Review Board said March 16 that the ABA national cable television ad campaign around "Every Bottle Back" made aspirational claims incorrectly suggesting that the industry was using "significant" amounts of recycled content in its plastic bottles.
It also questioned ABA statements about its partnerships with other groups, saying it overstated its work with the World Wildlife Fund, The Recycling Partnership and Closed Loop Partners.
NARB said the review was done by the National Advertising Division, an advertising industry self-regulatory body, as part of its normal work.
NAD determined that some of ABA's claims were reasonable but flagged others. ABA represents major non-alcoholic beverage makers including Coca-Cola Co., PepsiCo Inc. and Keurig Dr Pepper.
"NAD recommended that ABA modify several claims that NAD determined overstate the extent to which plastic bottles currently sold by ABA members are made from recycled plastic resulting in a reduction in plastic waste, and the results of its partnership with several organizations regarding reducing plastic waste," NARB said.
In a statement, the Washington-based ABA said it disagreed with some of the NARB and NAD conclusions but would work to change its campaigns.
"American Beverage fully supports accuracy in environmental statements and appreciates NAD's and NARB's efforts to ensure such accuracy," ABA said. "We also appreciate NAD's conclusions that many of our claims are substantiated, including that our member companies are designing 100 percent recyclable plastic bottles and are increasing awareness of that fact.