The printed adhesive labels on seafood products are confusing many shoppers, experts have stated.
According to ClientEarth, a growing number of consumers are thinking about the environment when they purchase seafood, the Guardian reports.
However, chief executive James Thornton said there is a "lack of consistency" when it comes to labelling these products.
As a result, many people end up becoming confused about the sustainability of seafood when they are deciding which items to purchase.
Mr Thornton has therefore called for action to be taken as soon as possible to ensure product labels are easier for consumers to understand.
"The legislative tools move slower than the problems escalate and we cannot afford to wait," he commented.
According to figures from the British Retail Consortium, food sales in the UK were higher in December 2011 than they had been a year earlier.
This helped to drive a 2.2 per cent year-on-year increase in overall retail sales.
Denny Bros Ltd, 30 January 2012
