“…They guide consumer choice ( Yang et al, 2024 ) and bring about transparency to the opaque seafood network ( Robson et al, 2021 ). The Marine Stewardship Council (MSC) label for wild-caught fish and Aquaculture Stewardship Council (ASC) for farmed seafood are the most widely recognised certification for seafood ( Davis and Boyd, 2021 ; Jones et al, 2023 ). MSC has issued 529 total certification with certification process being rigorous, time consuming and thorough.…”