The credibility and veracity of an environmental claim depends on a high degree of transparency, clarity, and trust. Businesses that utilize ecolabels to market the environmental performance of their seafood products often turn to third-party certifications to minimize the potential for greenwashing and provide a level of verification and independence. Others rely on a riskier approach by developing their own self-declared or first-party ecolabels. Seafood retailers and suppliers considering the creation and use of an ecolabel, certification, or seal to be used in the marketing of seafood products should ensure compliance with applicable Food and Drug Administration and United States Department of Agriculture labeling rules. Furthermore, entities pursuing self-declared or first-party seafood ecolabels should consult the Federal Trade Commission's Green Guides, closely follow developments in greenwashing litigation under federal and state consumer protection and unfair competition laws, and heed the early advice of legal experts in the field.
Jason J. Czarnezki et. al., Greenwashing and Self-Declared Seafood Ecolabels, 28 Tul. Envtl. L.J. 37 (2014), http://digitalcommons.pace.edu/lawfaculty/987/.