How many times, at the supermarket, have we chosen a product instead of another trusting an inscription, a symbol in the shape of a leaf or a phrase that promised respect for the planet? It is a daily gesture, led by the desire to do our part. But what happens when those promises are too beautiful to be true? This is the case of the San Benedetto bottles of water of the Ecogreen line, whose label has been changed, since mid -July, after an intervention by the Competition and Market Authority (AGCOM). The writing disappears: “CO2 zero impact”.
What happened? The intervention of the antitrust
The news, made official on August 26, 2025, is the result of an AGCOM “Moral Suasion” action. A somewhat technical term to describe a formal, but determined invitation to correct the shot. The authority examined the communications of San Benedetto and identified “profiles of possible incorrectness”. In simple words, the messages used to promote Ecogreen bottles risked being deceptive for consumers.
The problem did not only concern the label, but an entire communication system. On the company’s website, on the YouTube channel and in several television commercials, it was understood that the production of those bottles had no weight on the environment in terms of greenhouse gas emissions, or that it even had a positive impact. An affirmation that, however, according to the authority, was not supported by sufficiently clear and verifiable tests.
Because talking about “zero impact” was a problem
Declare a “zero impact” product means communicating to the consumer who, throughout his life cycle, has not contributed to climate change. It is an extremely difficult milestone to reach and even more complex to demonstrate unequivocally. When a company uses these statements without being able to support them with solid and transparent data, it slips into the so -called Greenwashing: a “green painting” that exploits the environmental sensitivity of citizens for commercial purposes.
The intervention of the Antitrustust serves precisely to protect us from this risk. As stated in the statement of the authority, it is essential to “correctly communicate the commitment of companies to mitigate the negative effects of their activities”. Millantare environmental boats not only deceives those who buy, but also damages companies that, with fatigue and real investments, really try to reduce their ecological imprint.
The new labels: what has changed and how to recognize them
Following the call, San Benedetto moved concretely. Already from mid -July, the company has started to modify all its communication. The “CO2 zero impact” claim was removed from the labels, plastic packs and any form of advertising. Not only that: some graphic elements have also been eliminated that recalled the world of nature too direct and potentially misleading.
But there is an important novelty that helps us become more careful consumers. A QR Code appeared on the new labels of Ecogreen bottles. By framing it with our smartphone, we will be redirected to a new section of the company’s website, entirely dedicated to explaining sustainability policies and concrete commitments of the environment brand in more detailed and transparently. A small step that, however, moves the responsibility: from a generic slogan to data that we can consult and evaluate ourselves.
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