Unpopular “Stinky Fish”

Stinky Fish is the star of WWF’s new consumer education and information website, and performs as the star of his own video on the site, on Facebook and You Tube. There he emerges unexpectedly from his icebox to voxpop shop-owners and restauranteurs on where their fish came from and tell diners and shoppers to avoid “stinky fish”.

According to WWF, Stinky Fish reserves his approval for fish products carrying the eco-label of the Marine Stewardship Council (MSC).

But according to British news sources, the MSC has withdrawn the use of its logo and disassociated itself from WWF's campaign.

The MSC also stated that it regrets and apologises for any offence given by the campaign to partners and colleagues working in the seafood industry.

It was reported that the UK seafood body, Seafish, deemed the campaign misleading and inaccurate, while the trade group Scottish Salmon Producers’ Organisation considered the campaign to be confusing.