ECO DECEPTION: How to spot greenwashing and mislabelled seafood in SA

The World Wild Fund for Nature's Southern African Sustainable Seafood Initiative (WWF-Sassi) has issued guidelines to help South African consumers differentiate between genuine environmentally responsible seafood choices and deceptive marketing practices known as greenwashing. In the past decade, seafood consumption in South Africa has surged, rising from 13.9 million individuals in 2022 to 16.7 million in 2025, according to the organization's report.

This growing demand for seafood has also led to a rise in the need for sustainable and environmentally friendly products. Unfortunately, this trend has given rise to greenwashing, which is the act of misleading consumers about a company's environmental practices or the environmental benefits of a product or service. Greenwashing is especially prevalent in the seafood industry due to its intricate supply chain, making it difficult to verify the sustainability of each step along the way.

To avoid falling victim to greenwashing, consumers are advised to be cautious of "fluffy language" in seafood products, which often lacks clear meaning and purpose. Companies may also use jargon, such as the term "responsibly sourced," which can be misleading if it doesn't necessarily imply sustainability. Furthermore, consumers should be wary of suggestive imagery and evocative language, such as green ticks or badges claiming product sustainability without any verifiable evidence to back up the claim.

Another sign of greenwashing is the use of labels that appear to be third-party endorsements, but in reality, such endorsements may not exist. Lastly, consumers should be aware that the fish they are buying may be a different species than what is stated on the label or menu, or that the origin, method of capture, or production information may be misrepresented.