Fish Fraud and its Impact

Seafood is a billion-dollar industry worldwide, feeding millions all over the world. However, behind this lucrative market lies an insidious problem: fish fraud. From mislabeling to willful misidentification of fish species, seafood fraud has very serious implications for consumer health, trust in the food chain, and marine ecosystem sustainability.

The Rise of Fish Fraud and its Impact

Fish fraud involves mislabeling low-quality fish with premium species’ names and passing off endangered and unregulated species as others. Mislabeling is so prevalent that between 2010 and 2012, up to 20% of fish sold globally were mislabeled, according to various sources and to the Oceana Organization 2019 report. This practice not only deceives consumers but also poses significant risks to fish sustainability efforts. When fish are mislabeled, it becomes harder to track and monitor which species are being caught and sold. This misidentification allows overfished or endangered species to enter the market unnoticed, preventing regulators and consumers from making informed choices that support sustainable fishing practices. As a result, unsustainable fishing practices may continue unchecked, harming marine ecosystems and potentially pushing vulnerable species closer to extinction.

Seafood fraud also bears some serious health implications. For instance, the substitution of species in fish could mean that fish with a higher level of mercury or allergens are sold, or most commonly, the fish usually has much inferior nutritional value and could also potentially have been raised with antibiotics. While consumers may think they are eating fresh, sushi-grade fish, they unknowingly eat low-quality or unsafe fish that could be harmful and be exposed to food poisoning. For example, consumers might believe they’re purchasing sole, but instead, they could be served lower-quality tilapia, which has less omega-3 fatty acids and may contain higher levels of contaminants. In other cases, mislabeled fish like escolar, commonly sold as “white tuna,” can lead to food poisoning and digestive issues due to its naturally occurring toxins. Known for causing significant digestive discomfort, escolar has been banned for consumption in Japan since 1977, where the government classified it as toxic. Despite this, escolar continues to be served in many restaurants worldwide, often without consumers knowing its potential health risks.

An important thing to notice is how some companies disrupt fair competition by going around regulations designed to ensure quality and sustainability. Companies that engage in illegal practices, such as mislabeling fish species, often profit more than those that follow the rules imposed by the industry. Complying with regulations can be costly, as it requires investments in sustainable sourcing, traceability and quality assurance. By avoiding these costs, fraudulent companies gain an unfair advantage, wearing away consumer trust, and sustainable efforts in the seafood market.

The global demand for seafood and the complexity of international supply have made it hard for retailers and regulators to find reliable, affordable, fast, and available methods to authenticate and measure fish quality.

How AI-Powered Technology is Tackling the Problem

Fish-Tell’s innovative system offers a potential solution to this problem, by using Near-InfraRed (NIR) spectral sensors and AI-driven data analytics to quickly, out-of-lab, and accurately test fish for freshness, and shortly, the possibility of authenticity. While Fish-Tell’s current focus is on measuring pH and K-value to determine the freshness and safety of fish, the system does not yet directly detect fish fraud. However, these core measurements can play a significant role in addressing potential fraud. By providing accurate and objective data on the freshness of fish, Fish-Tell indirectly supports efforts to combat misrepresentation in the seafood industry.

For instance, certain species of fish degrade differently, and their pH and K-value profiles can vary based on their freshness and handling. By analyzing these parameters, Fish-Tell can provide verifiable freshness information that makes it harder for sellers to pass off older fish as high-quality or fresh. This transparency contributes to minimizing cases where mislabeled or subpar fish could enter the supply chain, enhancing trust and authenticity verification even without direct fraud detection.

Currently, this system measures two key parameters of fish quality: K-value (which reflects the decay of ATP in fish muscles) and pH, both of which provide critical information about the freshness and safety of fish.

K-Value: This parameter measures the degradation of adenosine triphosphate (ATP) in the fish muscle. ATP is a compound found in living cells, and its breakdown after the fish dies directly correlates with freshness. A K-value below 20% indicates that the fish is safe to eat raw, while a value above 40% suggests the fish is no longer safe for consumption.
pH: This indicates the level of acidity or alkalinity in the fish, which also changes as the fish ages. The combination of pH and K-value offers a highly reliable method for determining freshness.

But the real power of the Fish-Tell technology lies in its AI-driven analytics, which processes data in real-time to provide instant results. The portable sensor can be used on-site by anyone from fish processors to restaurant owners and even consumers. This technology boosts transparency across the seafood supply chain, empowering all parties to verify the freshness—and soon, authenticity—of the fish they purchase.

We have also contributed to the field with research, including our publication at Oxford on fish fraud detection using NIR technology, highlighting its effectiveness in improving transparency across the seafood industry.

Fighting Fish Fraud with Real-Time Transparency

The spectral sensor combined with AI analytics provide more than just a freshness rating. By integrating with a cloud-based platform, the data from each scan is stored and tracked over time, ensuring transparency across the entire supply chain. Consumers, retailers, and regulators can view where and when a fish was tested, providing an extra layer of trust. This digital record is a powerful tool in preventing fish fraud, as it makes any discrepancies in fish freshness or origin immediately apparent.

Real-world examples highlight the need for this level of transparency. In one notable case, the UK Food Standards Agency found that over 10% of cod and haddock sold in UK fish shops were mislabelled. This kind of misrepresentation undermines consumer trust and can negatively impact businesses that depend on providing high-quality seafood.

Commonly Defrauded Fish Species and Their Vulnerability to Fraud

Certain fish species are more susceptible to fraud due to their high market demand and significant price differences between premium and lower-quality alternatives. Here are some of the most commonly misrepresented fish species:

These species are often targeted due to their value, making it profitable for fraudulent practices like mislabeling or substituting cheaper, lower-quality fish.

Building Consumer Trust through Transparency

In an industry fraught with fraud and misrepresentation, transparency is key to rebuilding consumer trust. Fish-Tell’s AI-powered solution empowers consumers by providing them with reliable data to make informed decisions. Whether they are buying fish at a local market or enjoying sushi at a high-end restaurant, they can trust that the fish they are consuming is fresh, authentic, and safe.

For businesses, the technology helps ensure quality control, reducing the risk of fish fraud and enhancing their reputation. By providing transparency and accurate, objective data, Fish-Tell’s technology supports a healthier and more sustainable seafood industry.

The Future of Seafood: Safer, Smarter, More Transparent

As the seafood industry continues to grow, the fight against fish fraud will remain a priority. With AI-powered solutions like Fish-Tell, we can bring accountability, traceability, and safety to the industry. Consumers, retailers, and regulators all stand to benefit from this technology, which offers real-time data to ensure that the seafood we consume is of the highest quality and authenticity.

Fish-Tell, funded by the EU’s TITAN Project (Grant No. 101060739), is transforming fish freshness assessment with real-time, portable testing technology. This innovation uses advanced spectral sensors and AI analytics to measure the most important freshness marker (K-value and pH) in just a few seconds, providing reliable, on-site results for fish processors, retailers, restaurants, and consumers. TITAN’s support enables Fish-Tell to promote quality control and transparency across the seafood supply chain, reducing waste, ensuring sustainability, and empowering consumers to make informed choices.

Reference

Oceana. (2019). Seafood Fraud Report. Available at: https://usa.oceana.org
UK Food Standards Agency. (2020). Fish Mislabeling in the UK: A Report. Available at: https://www.food.gov.uk
Kawai, T., & Satoh, M. (2010). “Health risk assessment of escolar: Implications for food safety.” Journal of Food Science, 75(2), R49-R53. doi:10.1111/j.1750-3841.2010.01514.x