Detailed labelling and accurate traceability are two of the most important elements to ensure seafood purchased at any point along the supply chain is indeed what it says it is.

In addition to accurately identifying environmentally sustainable seafood, proper labelling and traceability can also identify and uncover seafood that has social and/or economic implications.

Weak labelling and traceability regulations can leave gaps where economic fraud, Illegal, Unregulated, Unreported (IUU) seafood, and labour abuses can enter the supply chain.

Economic fraud can happen anywhere along the supply chain, and occurs primarily when one type of fish is purposely mislabelled and sold as something of higher value.

Mislabelled species, whether intentional or not, can also have serious health implications if the consumer has specific sensitivities, is pregnant, or if the substituted species is unsafe for human consumption. IUU fisheries undermine legal catches, deplete species at an unknown rate, and can be hotbeds for labour abuses and social issues.

Traceability, therefore, ensures that the product information and label is accurate and accompanies the seafood product from harvest to plate. More businesses and consumers are demanding traceable seafood products with details about their origin, to ensure the product meets their standards.


species can be represented by the common name “snapper”


of retail rockfish samples across Canada were mislabelled

Only 1-2

elements required on Canadian seafood labels (6 elements required on EU seafood labels)

SeaChoice is a sustainable seafood partnership of the following three conservation groups: