Marks and Spencer has been criticised for failing to meet high standards advertised on its printed labels for eco-friendly fish.
A study carried out by scientists at the University of Victoria discovered that farmed fish sold under the retailer's 'green' label are no better for the environment that traditionally farmed fish in terms of sustainability.
Furthermore, some of the products actually had a worse impact.
John Volpe from the Seafood Ecology Research Group said: "What this analysis makes clear is that the criteria a producer might meet to acquire the Marks and Spencer label is already below industry-wide practice."
A spokesperson for Marks and Spencer said the company is very disappointed by the study and insisted its commitment to sustainable fishing goes beyond peelable labels.
This comes after a Consumer Reports survey in the US found that 190 pieces of seafood bought in New York, New Jersey and Connecticut stores or restaurants were mislabelled, incorrectly described or misidentified by employees.
Denny Bros Ltd, 9 December 2011
