According to ASA's ruling a complainant challenged whether the claim “100% RECYCLED” misleadingly implied that all of the Lipton bottle was made from 100% recycled plastic. Pepsi Lipton International said the headline claim “100% RECYCLED*” had a clear asterisk. They accepted that the size of the text in the qualification was small and could have been overlooked. Pepsi emphazised that the wording of the qualification “Bottle made from recycled plastic, excludes cap and label” was sufficient to clarify that the claim related to the bottle only and excluded the cap and label.
ASA concluded that the claim “100% RECYCLED*” was misleading and Pepsi Lipton International had to ensure their advertising did not state or imply that their product packaging was made from 100% recycled material where it contained components that did not meet the criteria.
ASA concluded that the "100% RECYCLED*" claim was misleading, and Pepsi Lipton International needed to ensure that its advertising did not state or imply that their product packaging was made from 100% recycled material where it contained components that did not meet the criteria.
Full Ruling:
