Looking forward to more honest advertising by Mowi following their class action lawsuit settlement which outlaws "sustainably sourced" & "all natural" marketing messages @DucktrapRiver @mowisalmon_us https://t.co/Kvw5DI49iy@MowiCanadaWest @ScotlandMowi @TheCounter @natlawreview pic.twitter.com/mFC5c3d5Gr
— Don Staniford (@TheGAAIA) March 22, 2021
The hardest job in the world – Fish Health Director for Mowi! Meritxell Diez-Padrisa has taken on an impossible challenge @rspcaassured @ScotlandMowi https://t.co/6ZuI6uw2aM
"Mowi is Goodness" claims Mowi's marketing – yet more deceptive advertising! https://t.co/Kvw5DI49iy pic.twitter.com/mgwbCIpzzR— Don Staniford (@TheGAAIA) March 23, 2021
The National Law Review reported (21 March 2021):
Fish Farming Expert reported (19 March 2021):
Intrafish reported (18 March 2021):
Intrafish's Drew Cherry wrote (18 March 2021):
"The salmon farming giant may have inadvertently opened up the floodgates for similar suits….As part of the settlement, for a period of 2 years Mowi will be forbidden from using the term 'sustainably sourced'" @drewcherry @IntraFishNorge @DucktrapRiver https://t.co/Kvw5DI49iy pic.twitter.com/vW52hPdf2E
— Don Staniford (@TheGAAIA) March 22, 2021
The Counter reported in August 2020:
Mowi changed their name from Marine Harvest in 2019 due to what their CEO admitted was "negative consumer perception" despite vehement objections filed by the Mowinckel family (who lent their name to Mowi via salmon farming pioneer Thor Mowinckel).
Scottish Salmon Watch reported in November 2018:
In 2019, Loch Duart was forced to drop their 'Sustainable' salmon branding after a ruling by the Advertising Standards Authority.
In 2014, Tesco was forced into a u-turn over the labelling of 'Scottish' salmon. Following complaints filed with Trading Standards and the Advertising Standards Authority, Tesco has been forced into an embarrasing U-turn over their "100% Scottish Salmon" and "I'm Scottish" campaign – read exclusively in The Sunday Times: "Tesco in U-turn over ‘red herring’ of Scots salmon promotion".
An investigation by the Global Alliance Against Industrial Aquaculture and Save Our Seals Fund discovered predominantly Norwegian farmed salmon on sale in Tesco stores across Scotland – despite Tesco's 'Scottish' claims:
The Sunday Times reported in April 2014:
Scotland On Sunday reported in August 2014:
Read more via 'Scottish Scamon':
Read more via:
Loch Duart drops "sustainable" claim after advertising ruling
Supermarkets Caught Selling Norwegian Farmed Salmon as Wild Scottish