Keurig Canada has been ordered to pay nearly $4 million in fines and donations for making false eco-friendly claims about their K-cups, said Blacklock’s Reporter..“Portraying products or services as having more environmental benefits than they truly have is an illegal practice in Canada,” said.Competition Commissioner Matthew Boswell..“False or misleading claims by businesses to promote ‘greener’ products harm consumers.”.Most provincial recycling facilities do not accept the plastic K-Cups, yet the company has advertised the product as recyclable..The penalties include $3 million in fines to the Competition Bureau, $85,000 in costs under the Competition Act, and a mandatory donation of $800,000 to any environmental Canadian charity..Keurig has since admitted K-Cups are not widely recycled outside of British Colombia and Quebec and sent a company notice to be published in 22 daily newspapers nationwide..“As part of the settlement, Keurig has agreed to make changes to the packaging of K-Cup pods and brewers as well as its advertisements going forward,” said Keurig Canada in the notice..“Canadian consumers need to be aware that K-Cup pods are only recyclable in select locations.”.Federal investigators said Keurig advertising “created the general impression that K-Cup pods are recyclable.”.“Representations create the general impression consumers can prepare K-Cup pods for recycling in their own municipalities by peeling the lid off and emptying out the coffee grounds before putting a K-Cup pod in their recycling containers,” said the agreement..The City of Toronto’s municipal recycling system reverted 90 tonnes of plastic pods from household recycling bins last year..The Competition Bureau said an increase in demand for ‘green’ products in Canada has led to “an increase of false or misleading environmental ads or claims, also known as greenwashing.”.“This practice harms competition and innovation because consumers are misled,” wrote the Bureau..“Businesses should avoid vague claims such as ‘eco-friendly’ or ‘safe for the environment’ which can lead to multiple interpretations, misunderstanding and deception.”.Ewa Sudyk is a reporter with the Western Standard. esudyk@westernstandardonline.com
