A growing number of European shoppers are asking a simple question when buying fish: Is this product sustainable? But getting a clear answer isn’t always easy.
According to recent EU surveys, more than two-thirds of consumers want to know when and where the fish they buy were caught or harvested. Many also care about environmental impact—how fishing affects ecosystems and vulnerable species. Yet despite this interest, the labels on seafood often don’t tell the whole story.
The EU has rules in place under its Common Fisheries Policy (CFP) to protect fish stocks and the marine environment. These include quotas on the amount that can be caught, bans on discarding unwanted fish, and limits on the use of damaging gear.
There are also regulations governing the labelling of seafood. For example, fresh fish must display the species name, catch area, and whether it was farmed or wild.
Processed and Imported Fish: Big Gaps in the System
However, when it comes to processed products like canned tuna or fish fingers—accounting for over a fifth of all seafood consumed in the EU—the rules are looser. Labels may simply say “tuna,” with no clue about which species it is or where it was caught. That matters: some tuna species are overfished, and specific fishing methods harm dolphins and turtles.
Restaurants are another grey area. If you order fish in a restaurant, there’s usually no label at all. EU rules don’t require it, except for allergy information. So, even consumers who want to make sustainable choices often struggle to do so.
Mislabeling is a problem.
There are also gaps in enforcement. While all EU countries must follow the same rules, the extent to which they are applied varies. Some have been criticised for weak inspections and lax penalties. Mislabeling is a problem—cheaper fish being sold as more expensive varieties, or defrosted products passed off as fresh. A 2018 study found that more than one in four seafood dishes in restaurants were mislabelled.
And then there’s the issue of imports. The EU imports nearly 60% of the fish it consumes, much of it processed. Some of these products may come from countries with weaker environmental or labour standards, or even from illegal fishing operations. Yet under current trade rules, these imports don’t always face the same scrutiny.
The Push for Clearer Labels and Fairer Trade
The European Parliament wants to change that. It has called for more precise and comprehensive labelling on all fish products, whether fresh or processed, local or imported. Lawmakers also want stronger controls at borders to prevent the entry of fish from illegal or unsustainable sources.
While the EU is planning reforms, including a sustainable food system strategy and improved traceability tools, progress has been slow. The European Commission’s full review of the CFP and labelling rules won’t come until 2026.
Until then, consumers who want to eat sustainable seafood may have to keep doing their own homework—and hope the fish on their plate is as clean as it looks.