ACM acts on vague sustain­ability claims coffee and cocoa

Sustainability claims on coffee and cocoa are under close scrutiny. The Autoriteit Consument & Markt (ACM) has reached agreements with Nestlé, Mondelez and JDE Peet’s. The three international sellers will revise unclear claims on their packaging. Their in-house sustainability logos will also be updated.

Ending vague terminology

The companies used wording such as ‘responsible’, ‘sustainable’, ‘responsibly’ and ‘sustainably sourced cacao’. According to the ACM, these terms are too vague. They do not clarify what specific sustainability benefit a product delivers. That can mislead consumers.

Martijn Ridderbos, board member of the ACM, says: “It is good that these companies are stopping the use of vague sustainability claims and revising their self-created sustainability logos. Consumers who want to make a sustainable choice must be able to rely on clear and consistent sustainability information.”

The updated packaging is expected to reach stores in the first months of 2026. These are products with a long shelf life.

New European rules ahead

Starting in 2026, the EU directive ECGT (Empowering Consumers for the Green Transition) will apply. Companies will only be allowed to use an independent sustainability label under strict conditions. One of those conditions is that other companies must be able to join the scheme.

Since 2020, the ACM has called on companies to stop using confusing in-house logos. The regulator also advocates for fewer, but clearer and more uniform certification marks.

The ACM previously launched a sector review into sustainability claims in the food industry, with a focus on coffee and cocoa. The review covered claims related to climate, working conditions and human rights. The regulator has stated it will continue monitoring sustainability claims in other sectors as well.

Acm.nl