Moral Suasion by the AGCM: San Benedetto removes the green claim “CO₂ Zero Impact” from the label and packaging of Ecogreen bottles

In a recent press release, the Italian Competition Authority (AGCM) announced that it had successfully concluded a moral suasion procedure with Acqua Minerale San Benedetto S.p.A., which agreed to remove potentially misleading green claims used to promote and market products in its Ecogreen line.

According to the Authority, the disputed claim “CO₂ Zero Impact,” displayed on bottle labels, on the company’s official website, and in certain promotional videos/commercials both on the website and on YouTube, suggested that the production of Ecogreen bottles generated no greenhouse gas emissions and even had a positive effect on the environment. For this reason, the AGCM deemed the claim misleading and lacking verifiable scientific evidence, raising the risk of potential greenwashing.

As is well known, “greenwashing” is a marketing practice aimed at creating a false impression of a product’s environmental impact or benefits, which can mislead consumers.

Following the moral suasion, San Benedetto removed the “CO₂ Zero Impact” claim from labels, packaging, and all commercial communications (including TV ads and the company website) related to the Ecogreen bottles. It also revised the environmental statements and graphic elements referencing natural imagery. In addition, the company added a QR code on the label linking to a new sustainability section on its website.

The so-called moral suasion, increasingly used by the AGCM, is a formal but non-binding request that invites companies to voluntarily correct practices deemed misleading. In recent years, it has proven to be an effective preventive measure, promoting compliance by many businesses to the benefit of consumers—without the need for sanctions.