The Environmental Investigation Agency (EIA) believes that consumers are confused by labelling introduced by Marks & Spencer's, Sainsbury's and Tesco to reveal whether fish has come from the Faroe Islands. It follows an EIA campaign to boycott Faroese fish in a bid to stop the whale hunting which is carried out by the islanders.
Safeways, the Co-op and Iceland have boycotted Faroese fish in an attempt to put pressure on the Faroese government. However, Marks & Spencer's, Tesco and Sainsbury's argue that it should be up to the consumer to make this ethical decision. As a concession, they label Faroese fish with its place of origin. 'People don't understand why it is labelled in that way,' said Stan Blackley of the EIA. 'They think that it's a selling point and that fish from the Faroe Islands is better'.
David Sawdy, Tesco spokesman, felt this was insulting to consumers. 'We believe consumers are intelligent enough to make up their own minds.' He added that if there was any misunderstanding the supermarket would make moves to improve information.