In mid-July, San Benedetto S.p.A. changed its mineral water labels and packaging, as well as website and advertising, by removing green claims stating that the production of its Ecogreen bottles had no impact on the environment.

The Italian Competition Authority has successfully exerted its moral suasion on Acqua Minerale San Benedetto S.p.A., prompting the company to remove potentially misleading green claims previously used to promote and market its Ecogreen line products.

The labels of the Ecogreen line bottles, the www.sanbenedetto.it website and several promotional spots/videos displayed on the company’s website and YouTube featured green claims stating that the production of mineral water bottles caused zero greenhouse gas emissions, and even implying a positive impact on the environment.

Following the Authority’s moral suasion, San Benedetto removed the potentially misleading references from its advertising, in particular by withdrawing the “carbon neutral” claim from labels, packaging and all promotional materials (including TV ads and its website). The company also revised its environmental claims, along with the graphic elements evoking natural imagery. In addition, it included a QR code on the label, directing consumers to a new section of its website dedicated to sustainability.

On green claims, the Authority once again stresses the importance for companies to make clear and accurate statements about the steps they are taking to reduce the greenhouse gas emissions resulting from their activities.

Rome, 26 August 2025