The Prevalence of Environmental Claims and Recycling Information on Alcohol Products

Greenwashing by unvalidated environmental labelling is increasingly common and highly problematic due to the potential to mislead consumers. This is especially concerning for products that pose health risks, including alcohol. As environmental sustainability becomes more important to consumers, it is vital to assess changes in the use of potentially misleading claims over time. Among the first studies of its kind globally, this study aimed to (i) develop a typology of environmental claims displayed on alcohol products in Australia, (ii) examine the prevalence of these claims to establish baseline data for ongoing tracking, and (iii) assess the provision of recycling information. Four claim categories were identified: sustainability, planet friendly, bio-related and carbon-related. Claims featured on 8% of the 5982 sampled products, with considerable variation between alcohol categories. Sustainability claims were the most prevalent (5%). Recycling information appeared on 72% of products. The results suggest ambiguous environmental claims are present although not yet widespread. In contrast, recycling information is much more common although not universal. These findings highlight the need to consider restrictions on unsubstantiated environmental claims on alcohol products that can mislead consumers. Further, a nationally standardised mandatory recycling label should be introduced to assist consumers in reducing their environmental impacts.