Tuna eco claims put to the test: how to buy sustainably

This is a sponsored article from SustainabilityTracker.com member Marine Stewardship Council.

If there’s one thing you’ll find in almost every Aussie pantry, it’s a tin of tuna.

Quick, affordable, and packed with protein, canned tuna is a go-to for school lunches, quick dinners and post-gym snacks. And with nearly 80% of Australians now buying canned tuna—up from 72% just last year—it’s safe to say this little tin has a big place in our hearts (and our kitchens).

But how much do you really know about what’s inside the can?

This World Tuna Day, we’re urging shoppers to take a closer look—not just at the flavour or price, but at the environmental claims printed on the label. Because not all tuna is created equal, and a new study shows that some brands are doing a better job than others when it comes to sustainability.

What the research found

The Marine Stewardship Council recently partnered with the University of Tasmania to commission the first-ever independent analysis of environmental claims on canned tuna in Australia. The research, Greenwashing in the Tuna Industry, scored 14 popular brands against the ACCC’s (Australian Competition and Consumer Commission) principles for making environmental claims.

Spoiler alert: the results were mixed.

While a handful of brands came out on top with clear, evidence-backed messaging, many others fell short. Vague claims like “responsibly caught” or “ocean friendly” were common—but without much detail to back them up. Some brands left out key information, while others used complicated or confusing language that made it hard for shoppers to understand what the claim really meant.

That’s a problem. Because as consumers, we want to do the right thing—but we can’t make informed choices if the information we’re given isn’t clear or trustworthy.

Shoppers want sustainable tuna—but don’t always know where to look

According to a new YouGov survey, four in five Australians say they try to find out if their canned tuna is sustainable. But only 15% are actively looking for independent ecolabels like the MSC’s blue fish tick.

That means most people are relying on brand-led claims—and as the research shows, those claims aren’t always reliable.

Anne Gabriel, our Program Director for Oceania, put it simply: “Without independent verification, consumers can’t know if their tuna came from a healthy, responsibly managed fishery—or one that’s contributing to overfishing and damaging marine habitats.”

We get it. Tuna labels are packed with buzzwords—pole and line caught, dolphin safe, sustainably sourced—but most of them aren’t backed by independent standards. And that’s where the risk of greenwashing creeps in.

The brands getting it right

The good news? Some brands are doing it right. Coles, John West, The Stock Merchant, Little Tuna, Walker’s Tuna and Safcol stood out in the research for providing clear, credible information about their sustainability practices.

What do they have in common? Independent certification.

The report found that brands with third-party accreditation—like MSC certification—scored higher across the board. Their claims were more consistent with ACCC principles, more transparent, and more likely to build trust with shoppers.

As Associate Professor Dan Daugaard, lead researcher on the project, put it: “Independent certification isn’t just helpful—it’s essential.”

So, what should you look for?

Next time you’re at the supermarket scanning the shelves, here’s a simple tip: flip the can and look for the MSC blue fish tick label.

The MSC blue fish tick means the tuna inside has been independently certified as sustainable. That includes everything from healthy fish populations and minimal impact on ocean habitats, to effective management and ongoing monitoring.

Globally, more than half of all wild caught tuna is now MSC certified. It’s a sign that positive change is happening—but only if we continue to reward the brands doing the right thing.

Why this matters

Tuna is one of the most widely traded and consumed fish species on the planet. That’s a lot of pressure on our oceans—and a big reason why we need to shop mindfully.

With the UN Sustainable Development Goals deadline fast approaching in 2030, aligning our shopping habits with ocean health has never been more important. This isn’t just a task for governments or brands—it’s something we can all contribute to, one tin at a time.

Every purchasing decision is a chance to support sustainable fishing, protect marine life, and help ensure that future generations can enjoy the same abundance we do today.

So this World Tuna Day—and every day after—don’t just check the flavour. Check the label. Look for the tick. Choose sustainable.

Because together, we can turn the tide for our oceans.

---

This is an article from a SustainabilityTracker.com Member. The views and opinions we express here don’t necessarily reflect our organisation.