Friend of the Sea Launched New Certification Labels
The updated labeling system adds sector-specific claims and unique identification codes to ensure product transparency.
Updated on Oct. 14, 2026 in Organic Food
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Friend of the Sea has introduced new certification labels featuring sector-specific claims and unique identification numbers for its members. The initiative aims to improve supply chain traceability and bolster the credibility of environmental claims.
Why it matters
The changes were implemented to strengthen transparency and prevent consumer confusion regarding the scope of specific certifications. This move ensures that environmental claims are verifiable against international standards.
The program covers 22 distinct standards ranging from fisheries to marine collagen. More than 1,600 companies have obtained certification through this initiative since its 2008 launch.
The players
Friend of the Sea
This international organization provides certification for products and services that respect and protect the marine environment.
The details
Labels now contain the organization logo, a specific certification claim, and a unique identification number that links directly to a digital verification directory. Companies are required to submit all packaging and promotional materials for written approval to ensure compliance and avoid unverified environmental claims.
Timeline
2008: The Friend of the Sea certification program was established.
September 27, 2026: The E.U. Empowering Consumers for the Green Transition Directive began application.
October 14, 2026: Friend of the Sea introduced the new certification labels.
Culture Shift
The introduction of these labels reflects a broader societal move toward strict regulatory oversight of sustainability marketing. It mirrors the requirements of the European Union Empowering Consumers for the Green Transition Directive, which mandates that environmental claims be substantiated by verifiable data.
Consumers can now verify the authenticity of marine-based products by entering unique identification numbers into the official online directory. This allows shoppers to distinguish between certified sustainable goods and vague marketing language on product packaging.
The takeaway
Transparency initiatives like these empower shoppers to make informed purchasing decisions based on verified data rather than generic marketing claims. You can use the provided identification numbers on product labels to confirm the specific certification standards met by a company.
Further reading
Learn more about evolving standards in the Organic Food sector.
Source note: This article includes information reported by Seafoodsource.
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