CWA 18387:2026

Seafood marketing - Recommendations - Consumer and seafood types CWA 18387:2026

Scope

This document provides recommendations on how to efficiently communicate with consumers about seafood, and to engage and influence various types of consumers to encourage consumption of sustainable seafood. Seafood as part of a meal also containing non-seafood ingredients, e.g. ready-to-eat meals, is included in this document.
This document excludes:
- food or feed for species other than humans;
- food items with only a small fraction of seafood;
- dietary supplements.
This document does not differentiate between information elements that are mandatory to share (e.g. because of labelling regulations) and information elements that are voluntary. That is partly because the legally required information elements represent a minimum and need to be communicated regardless of any recommendations, and partly because various labelling regulations exist in different domains. The objective of this CWA is to make these recommendations generally relevant and applicable.
This document does not go into detail on how claims made in a marketing campaign might be verified, nor does it recommend communicating information elements that are likely to be perceived as negative by the consumer. The reason is that while verification and the ability to substantiate a claim is important, it is not normally part of a marketing campaign (and neither is the highlighting of information that is unlikely to elicit a positive reaction). An exception to this is certification status that can constitute indirect verification of some claims, and which it may be relevant to communicate in some circumstances.