Sustainable Seafood Labels Misleading

A new study reveals that most sustainable seafood labels do not accurately reflect environmental benefits, as retail prices rarely reach the fishers promoting better practices.

Sustainable Seafood Labels Misleading A new study reveals that most sustainable seafood labels do not accurately reflect environmental benefits, as retail prices rarely reach the fishers promoting better practices. A decade of consumer research from the Marine Stewardship Council (MSC) shows Americans increasingly expect sustainability to be the default when buying seafood, yet a lawsuit against Amazon argues that some products marketed as sustainable do not deliver on those promises. The MSC report, conducted by GlobeScan on behalf of the organisation and based on 15,000 U.S. seafood consumers surveyed since 2016, found that independent verification has become more important to shoppers, who want proof rather than vague claims alone. Laura McDearis, U.S. Program Director at the MSC, said sustainability is no longer a niche request but an expectation. In the United States, 90% of fisheries by volume are MSC certified, with 789 fisheries now certified worldwide, according to the MSC. The organisation says certified fisheries have delivered hundreds of improvements benefiting fish populations, habitats, management, and vulnerable species. Meanwhile, two consumers, California resident Madeleine Rogow and Illinois resident Adam Sorkin, filed a class action lawsuit in Seattle federal court on August 7, 2026, accusing Amazon of "greenwashing" seafood products sold under brands including Chicken of the Sea, Bumble Bee, StarKist, and Amazon-Whole Foods' 365 brand. The complaint alleges Amazon violated the Washington Consumer Protection Act through deceptive marketing, fraudulent misrepresentation, and concealment. The lawsuit specifically questions the use of MSC certification on some products, claiming MSC operates a "pay-for-play" certification system in which fisheries can pay auditors for approval. The plaintiffs argue they paid premiums based on sustainability claims that did not provide the full picture. An Amazon listing for Bumble Bee Chunk Light Tuna described the product as "wild caught" and containing "clean ingredients," while a Chicken of the Sea salmon listing described the company as a "leader in sustainability efforts" and "responsible stewards of our seas now and for future generations." MSC defended its programme, telling The Seattle Times it is "confident in the rigor, credibility and positive impact of the MSC's global program." The organisation declined to discuss details of the ongoing lawsuit. A separate issue concerns Australia's consumer fish guide published by the Australian Marine Conservation Society (AMCS). Nick Ruello, a consultant with the Fisheries Research and Development Corporation, called the guide "serously flawed, misleading and not really helping consumers find sustainable seafood at all." He criticised its criteria as too general, not objective or quantifiable, and focused on species rather than individual fisheries or aquaculture operations. John Ford, a marine scientist at the University of Melbourne who participated in a review panel, acknowledged the guide gives a broad overview but said it is the only guide of its kind and raises awareness among both the public and industry.

Read source: Sentient Media