Photo: MSC

Tuna Eco-Claims Under Scrutiny: Report Highlights Transparency Gap and Guides Sustainable Purchasing

AUSTRALIA
Wednesday, May 14, 2025, 00:10 (GMT + 9)

University of Tasmania study exposes inconsistencies in tuna brand environmental claims against ACCC guidelines, emphasizing the critical role of independent certification as consumer demand for sustainable options surges.

As Australian consumers increasingly seek sustainable seafood options, a groundbreaking report from the University of Tasmania (UTAS), commissioned by the Marine Stewardship Council (MSC), has rigorously evaluated the environmental claims of 14 commonly purchased canned tuna brands against the Australian Competition and Consumer Commission’s (ACCC) Principles for Environmental Claims. Released on World Tuna Day alongside new consumer insights from YouGov revealing a rise in canned tuna consumption (78% of Australians now purchase it, up from 72% in 2023, driven by younger demographics), the combined findings urge consumers to scrutinize product labels and understand the veracity of sustainability assertions.

The UTAS study, titled "Greenwashing in the Tuna Industry," represents a first-of-its-kind academic benchmark, providing an evidence-based assessment to distinguish between genuine environmental stewardship and potential greenwashing within the sector. The analysis revealed a significant lack of robust evidence underpinning many brands' environmental claims. Widespread issues included the omission of crucial information and the prevalence of broad, unqualified statements regarding sustainability. Furthermore, the clarity of communication varied considerably, with some brands effectively conveying their sustainability efforts while others employed complex and potentially obfuscating language.

Against a backdrop of increasing scrutiny from the ACCC on misleading environmental claims, brands employing vague or unsubstantiated assertions and self-produced ecolabels lacking independent verification face mounting pressure to provide clear, evidence-based information. This comes at a critical time, as a majority of Australians (79%) actively seek to purchase sustainable canned tuna. However, the reliance on unverified brand claims leaves consumers vulnerable to greenwashing. Alarmingly, only a small fraction (15%) actively look for independently verified ecolabels, raising concerns about consumers' ability to discern truly sustainable tuna.

As consumer demand for canned tuna grows, so too does the need for greater transparency and accountability. Anne Gabriel, Program Director, Oceania at the Marine Stewardship Council, emphasized this point: "Without independent verification, consumers can’t know if their tuna came from healthy, responsibly managed fisheries — or if it’s contributing to overfishing and the destruction of marine habitats. Overall, this report underscores the need for clearer sustainability messaging and improved accountability among brand packaging to ensure consumers can make informed choices. The MSC certification process involves rigorous, science-based standards, impartial audits, and ongoing assessments to ensure fisheries continuously improve.”

The report identified Coles, John West, The Stock Merchant, Little Tuna, Walker’s Tuna, and Safcol as leaders in providing credible and transparent information regarding their sustainability practices and adherence to ACCC guidelines, establishing a valuable benchmark for the industry. Notably, the research concluded that brands holding third-party sustainability accreditations, particularly the Marine Stewardship Council (MSC) certification, demonstrated a significantly better alignment with the ACCC principles compared to non-certified brands.

“Our analysis clearly shows that independent certification isn’t just helpful — it’s absolutely essential,” stated Associate Professor Dan Daugaard, the lead researcher at the University of Tasmania. “Brands with verified claims are consistently more aligned with regulatory standards and are far more likely to earn and maintain consumer trust.”

Professor Daugaard further stressed the importance of verifiable claims: “Environmental claims need to be honest, accurate, and backed by robust evidence. Certification by independent bodies like the MSC provides a reliable mechanism for brands to meet these expectations. However, retailers and producers also bear a crucial responsibility to elevate the standards of communication and overall transparency within the sector.”

With over half (54%) of all wild-caught tuna globally now MSC certified sustainable, Anne Gabriel concluded with a clear call to action for consumers: "The only way consumers can be truly confident that the seafood they purchase is sourced from an MSC certified sustainable fishery is to actively look for the MSC blue fish tick label on the packaging. As 2030 fast approaches, aligning our sourcing and shopping habits with the UN Sustainable Development Goals—particularly those  focused on life below water, responsible consumption, and sustainable growth—is critical. This isn’t merely a matter of corporate versus consumer responsibility; it’s a collective imperative. Every purchasing and sourcing decision represents an opportunity to protect our oceans and secure a healthier future for both people and the planet."

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