to her disbelief the scientist has found plastic in a non likely specimen known as the long fish. the young one was not expecting such a surprising discovery when she began this piece is. fish live at a depth of about 200 to 400 meters and they're clearly coming in contact with plastic and it appears that plastic is truly a deeper problem that we might have imagined. even swimming at these depths the long said fish manages to swallow trivial plastic objects. i mean occasionally you might find a brand name such as this. bottle label. what is this so this is a label from a water bottle bottle clearly and found amongst the. design

design is a pretty well known. bottled water company. you know finding finding a label such as this in the stomachs makes it that easy to determine where you know where it may have originated. this is always more to use than just. just water in the bottle. in front. of the world's best selling brands. and if you're not familiar with you will certainly know the name of the group behind it the coca-cola company. everyone knows coca-cola but not everyone necessarily knows that the group is in charge of dozens. other brands just sunny as part of the coca-cola company and

sprite 2 there is also minute maid powerade and of course from one of the company's flagship brands. every year the group sells more than $120000000000.00 bottles across the globe that's almost full of 1000 bottles a 2nd and this mass production is creating a devastating mass pollution. in january 2800 the multinational made a bold announcement by 2030 the brand is promising a world without waste. and it's james quincey coca-cola c.e.o. who is leading the movement. what we need to create is the circular color we need to create value for that there's absolutely doable a world without waste thanks to unlimited plastic recycling but how reliable are

the promises that this multinational can recycling really make this problem go away . with plastic becoming a global catastrophe reinvestigated the company's promises and on competence secret strategy which contradicts that convincing prejudice and on up was one of the we don't bow to the founders it's just that no effect on the political philosophy for decades the multinational has been aware of the damage that it's plastic bottles off capable of causing but responsibility has never appeared to for long then. what is the reason behind this because ultimately it means it means higher costs for them in africa offering the soda giants american headquarters we are going to expose the truth behind the so-called recycling economy that coke kids trying to promote in the somebody you don't want them. good to see that this particular

motel younger than that summer to. come on one last drink for the road welcome to the wonderful world of the plastic promises if the coca-cola company. coca-cola and plastic have a longstanding relationship and one that is full of surprises. to find out more we traveled to the united states to meet a man who is well informed on the subject he lives in this small house in the genea . i got back nice and you nice to meet you yeah really welcome to. you know this is going to 5. and then i doubt the drive is good

that i'm going to come on and yeah. but elmo is a historian. he's the author of a book about coca-cola a best seller it's retraces the multinationals and time environmentalists strategy particularly from the sixty's on woods when plastic began to revolutionize consumer society we began to see a massive amounts of litter piling up around the country coca-cola tried to respond to this wow we're getting blamed for all this aluminum waste all this ultimately plastic waste what do we do and one of the things they did was partner with the organization called keep america beautiful what. you hear keep america beautiful you think like wow this sounds like an organization started by. bunch of kind of bearded environmentalist at least that's what i thought. you

know because you see the sign everywhere in the united states is still a very present organization but it was founded surprisingly by the beverage brewing in canning and packaging industries right the idea was that let's tell consumers there are the bad ones they're the litterbug they're throwing us away industry should be blamed for all this waste. and so this native american looking like a character from an old western makes the keep america beautiful and huge that sense some people. are bright. and this guy throws in his car he throws the packaging waist down it is feet and then and this great camera man lists the camera up towards the crying indians face and there's

a tear in the snare and it comes on the screen and says. people start pollution people can stop it right and it's this message. consumers are the problem right not us industry but consumers are. since the success of this advert in the us in the seventy's keep america beautiful has branched out. now there are organizations throughout the world designed using the exact same model and who is backed by the company with the red and white logo. one to stand how coca-cola is recycling its reliable old consumer guilt technique we have to go to their son i not to the chateau but to an event that is being held at the town.

it is an important conference with several elected officials from all over europe and they're here to speak about the plan in this at their talents and it's serious stuff they're even discussing the color of that trash cans that they're cutting. the ball. that. merely has. to conclude the meeting the guest of honor makes a speech this time it's the director of keep scotland beautiful an association partly financed by coca-cola like keep america beautiful and it seems derrick robertson is a plant of soda. and listen closely some of his slip ups are extremely telling. i have

a clear well known issue and saw in the health. care. is that it does care we do care and want to hire her she. bendish well you can stop thinking into something by. the emphasizing individual rather than collective responsibility clearly nothing has changed since the advertisement of the native american prime. assume that you were drinking coca-cola this morning is the single use bottled plastic of the problem today. plastic plastic packaging has a very useful function in society and we need to we need to remember that the products are very creative they are very very useful and they obviously perform a function as important as how you we again as individuals dispose of these packages so coca-cola for example one of the packaging rightly want to be ready to

get it fiery safely i mean use it air what you don't want to say and then fire according to the head of the next says he ation which claims to fight against pollution coca-cola is supposedly the example to follow but does he admit to being financed by the american multinationals he asked the question a few minutes later who is financing your targets or. told you some answers are the targets and you got it and it's. what you want to doing here i don't look i mean i'm asking you these are destined to especially seeing my own demise asian and scotland as my digital ok i'm fundamentally fruitarian committed to that will i volunteer my saying ok. by asking the finance question we have identified it touchy subject the conflict of interest in this book of conflict of interest do you think there's going to in more than a certainty of thing you're trying to create a measure of our influx of interest about stuff like you're trying to do you think

there is one. we are concerned are you have sponsors again that's it's a different model than a mob or to start a spin on your child isn't that the secret to her doing and get your metallic or use if you were to see see what it says. into our house for us i want an option of this coalition government was going on as policies and they hired out experts and some companies and some companies and 9. like i only joined one of the. mcdonald's segments starbucks. was of real or some big brand names and we had to insist that since the sixty's coca-cola has been paving the way for other multinationals in the.

live.

lists lists lists. licked. and very well might continue watching on since last. we have expectation that when we lift people out of poverty when we became richer then we would become. and i think valley's what a lot of people are struggling with now they expected that once they reached a certain level of income then they would be happy. and yet we create new size we create new things we want and i think sometimes we run out of

explanations for why we feel unhappy. but what if the soda giant really had decided to change a few months ago upon launching its program for a world without waste the company announced a set of very ambitious measures to resolve the plastic pollution problem for coca-cola the solution is recycling the concept is simple collect used bottles to make new ones out of them. and. coca-cola promises to put 50 percent recycled plastic in its bottles by 2030 and that's on a global scale that. is absolutely doable there's a model there for the china's a lot of parts of the world on how to create value out of plastic and get it reuse

. of course that would be great news. but with all that we have learned about the company's strategy is we wanted to check how often they actually keep their promises the american company has been promising to make bottles out of recycled plastic begins to take the year 2008 for example in its report on sustainable development coca-cola announced that it wanted to put 25 percent recycled plastic. in all of its bottles by 2015. for a long time we sought to find any trace of this in the report from 2015. the company never clearly states whether or not that promise was kept we end up finding a single pickle 12.4 percent at 1st glance it's easy to believe that this is the

percentage of recycled plastic used by coca-cola but after taking a closer look 12.4 percent turns out to be the total percentage of recycled and renewable materials used the problem is that recycled and renewable plastic are 2 very different things. to decrypt the soda giant's jargon we arranged a meeting with an ngo that has been interested in the coca-cola group for a long time. len borsch is a specialist in ocean pollution and she's going to explain how the multinational twists words and statistics. are best cook at bell labs ssage basically a project just sort of the visit of the most i mean the less they are a little. bit supply of a country. let's. back to the 11th

renewable plastic is essentially plastic made from a plant base but it still plastic and therefore it's still bad for the environment that clears up the words now let's move on to the statistics it's all sort of a job at the focused course actually not 7 vegetarian. so 6 feet all the mail. that's soon set for the plastic or sickly courtney all. our labor day when you found that a special project a fundamental difference and we are clearly very far from the target from the n.g.'s point of view coca-cola is recycling targets off 1st and foremost a marketing ploy to ensure that the consumer keeps buying their plastic bottles.

sabbats protests were so long that sanju would have called you some class tele. the tool of college costs. says to the. coca-cola subtle statistical distortions are bad but the worst is yet to come. we uncovered something far worse in this envelope which contains dozens of letters and internal records from coca-cola these documents should have remained confidential but they were published anonymously on the internet a few months ago we carefully sifted through all the information and found that we could not be further from the ambitious a world without waste slogan. emmett's the mass of information this document caught our attention it's dated from 2016 and signed by the coca-cola as

a law being manager in brussels. the bullet points are all the measures that europe could adopt but which do not coincide with coca cola's interests. in the next we find carbon pricing restrictions on the usage of caffeine and eat you ban of advertising to children under $12.00. in other words anything that could lower the company's turnover figure on the right there's a circle entitled fight back these are all the european measures that coca-cola has decided to fight against through lobbying. and amongst the measures that coca-cola downright refuses we find increased collection and recycling targets.

you heard it coca-cola wants to fight against increased recycling targets in europe they're promising the exact opposite in their public pledges says. other talents but the ties in nicely. say well look. in that fight back category we also discovered that the company wants to fight against the deposit system. this is one of the systems that is actually effective in combating pollution and the oldest in the game are well aware of this. deposit system works like this when you buy your drink you pay let's say a euro for it and you also pay an extra charge the deposit let's say $0.20 per

bottle in total it'd cost you $1.00 euro 20 but if you bring back the bottle you'd get your $0.20 back and so all of a sudden no one wants to throw their bottles away anymore. and what is most ironic is that the returnable bottle is virtually how coca-cola began in the fifty's a bottle of coke was not always served by a pin up girl instead it was served in a glass bottle with a deposit. so once empty the bottles would go back to the factory where they would be washed and reused this creates significantly less waste for the environment. the system worked very well but coke decided to put an end to it and use plastic instead completely disregarding one particular scientist's recommendations. would you like to know how coke decided to get rid of the return of the old bottle the

company has coretta. attempted to keep this story from getting out but we tracked down the only man able to tell it. today he is enjoying a discreet retirement in michigan in the united states i'm going to give it to reach him nice to be it's nearly thank you very much for the kind of presenter thank you thank you like knots. and this gentleman is called a send down a coke he what the american environmentalists agency familias he's also the 1st engineer in the world to investigate the ecological impact of coca-cola bottles. that does a very imitation there are smaller the typical quote battles about this this big green translucent all riskless. over is flawless.

and down a is referring to the beginning of the 70s. that was when the coca-cola company began to show an interest in plastic and to reach out to ems. what they wanted to know is if you take into account in all other and environmental impacts on nature what is the best system the engineer works for over a year comparing the environmentalists impact of gloss bottles to that of any 1000000 cans and plastic bottles he costs analyzes the data makes graphs does complex calculations and he finally comes to this conclusion a glance at the table shows that the returnable glass bottle provided it breaks through 15 trips before it is discard is the ecological container proposed also. thanks to this report the coca-cola company knows full well at the start of the seventy's that returned

a bull glass pollutes significantly less than plastic. but the company would never publicly shed this information. we put this together for them. they didn't publish it you know why. they were not interested in him to have airing the public see the the total picture why because they want to keep it in keep it quiet as to which way they were going to go. this is the new life weight plastic. i watch them slowly introducing the plastic bottles easy go. for it i want to i even remember clearly one time going to hold going allman to same to bridget my wife as they go into the plus or bottle told you they would and they are not growing it's just a 1st step center nice that ted eco plastic bottles playlist and one glass bottle.

with this ad that for its new plastic bottle released in 1975 coca-cola various asked and honest report once and for all. it's life's tough it's easy to let. the american company never looks back coca-cola imposes its plastic bottle everywhere and then isn't the only one flooding the market it's a tidal wave from the eighty's on would plastic devastates beaches. and the 1st ecologists begin to protest against pollution. certain american states consider a forced return of the deposit. little do they know the company's immense power. coca-cola has been a significant force behind. fighting legislation

that would put deposits on containers or put some kind of price on packaging waste their newsletters that talk about all the successes that coca-cola is having around the country and it's almost like this great you know celebration letter every day every week we defeated this deposit system in this stadium we defeated it here why do you think they were fighting so hard against deposit system want as the reason behind this because it ultimately means higher costs for them in the end this was a way of this was forcing them to internalize their pollution costs this was a market mechanism that's very smart to try and get industry to recognize that you have to deal with this waste.

you know when i i don't want to talk to a communist news agency forgive me you'll have to find someone else. well with trying to say that this was taken. out of the clinton they do just like the jews. exactly when my political lot. you know how good. they see the ball. so when we go in the day we. are needed in the media you don't see into that way.

if they are the good guys moving. we have to be the bad guys. i think i acknowledge that i am come to their book and fight off his own it's an indication of how important mass movements all. sold out of songs would indication of where the left must move towards we are definitely winning it because we have the people they have people in power but we are the muffles. for. this number you will come with not a moment's through mob but in your circles one of. you know who for

the much for the privilege of a little of your marriage to do more when they're. not. quite in good for your order want to know you serious but never your own mother seems to try. to be. that bad. just. odd.

around. richmond. phase marks a further rollback of the 2015 deal after tehran's deadline for sanctions relief expired. russia pays tribute to the 14. killed in a fire on a nuclear submarine. on. through the streets this week from. militarizing us independence day celebration.