CONSUMER LAW | San Benedetto amends green claims following AGCM moral suasion

In July 2025, following moral suasion from the Italian Competition Authority (AGCM), Acqua Minerale San Benedetto S.p.A. (San Benedetto) amended the labelling, packaging, website and advertising of its Ecogreen product line by removing environmental claims that were considered to be potentially misleading. Notably, the claims at issue – featured on bottles labels, on the website www.sanbenedetto.it, and in several promotional materials – stated that the production of Ecogreen bottles had “zero impact on the environment”, even suggesting a positive environmental impact, including references to carbon neutrality and zero emissions, without providing adequate explanation or context. San Benedetto responded by revising such environmental claims across all channels, along with nature-evoking visuals, and adding a QR code on product labels to direct consumers to updated sustainability information. The outcome of this case was disclosed in AGCM’s press release of 26 August 2025, reiterating the need for clarity and accuracy in environmental communications, particularly when such statements are used to influence consumer choices.

Newsletter n. 110 – August/September 2025