Bottles emblazoned with certain brand names, such as Coca-Cola or various brands of whiskey or perfume, may be banned in the European Union (EU) to promote reusable packaging. The law was voted on on Tuesday, October 24, in the environmental committee of the European Parliament (EP), writes Euractiv.

The adoption of the law in the committee is the first step before it receives a verdict in the plenary session of the EP.

New packaging rules at EU level are being discussed as part of the European Commission’s (EC) proposed Regulation on Packaging and Packaging Waste. The EP vote is expected to take place in November. After that, there will be discussions between the EU member states so that the law will be finalized before the elections to the European Parliament next year, in June.

The law may violate the protection of intellectual property rights

Representatives of a trade association representing glass bottle manufacturers say the law could violate intellectual property rights protections when it comes to special packaging.

“The risk is that packaged products start to look the same. Creative designs and new forms will gradually disappear and commercial value will be lost as brands will no longer be able to stand out on the shelves,” FEVE representatives say.

Manufacturers of such packaging said that the law “does not meet their expectations”, writes Euractiv.

“We fear that this will lead to standardized packaging and the gradual disappearance of brand differentiation. We believe this measure limits creative design and iconic bottle shapes,” said Adeline Farrelly, FEVE General Secretary.

What does the law say now?

Currently, the rules on packaging are set out in Article 9 of the Packaging Waste Directive. The law requires minimizing the weight and volume of packaging. However, manufacturers can justify the use of larger packaging if it means greater product protection, eases the distribution process, or provides a higher degree of protection when it comes to consumer safety.

The European Commission wants, with the help of a law that is still under discussion, to exclude from the exceptions criteria related to advertising or product presentation. This means that in this case Coca-Cola bottles could become history, according to sources cited by Euractiv.

“Yes, the iconic Coca-Cola bottle is definitely at risk, as are any other iconic perfume, food and spirits bottles, if you need to use more glass for a certain shape,” an industry source said in a statement. protection of anonymity.

Representatives of Coca-Cola have not yet reacted in this regard, noting that they are currently “dissolving” the specific consequences of the adoption of such a law.

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