The University of Tasmania (UTAS) has released a report investigating the labels of canned tuna brands, and how they measure up against Australian Competition and Consumer Commission (ACCC) Principles for Environmental Claims.
According to the latest YouGov research, canned tuna is now a pantry staple for 78 per cent of Australians, compared to 72 per cent in 2023, yet many shoppers are being left in the dark when it comes to how the product is sourced.
With the ACCC clamping down on greenwashing, driven by a strong push from the organics industry over the past year, brands making vague or misleading environmental claims and self-produced ecolabels that lack third-party verification face growing pressure to provide clear, evidence-based information.
Commissioned by the Marine Stewardship Council (MSC), the UTAS study, Greenwashing in the Tuna Industry, scored 14 commonly purchased canned tuna brands against the ACCC’s principles for making environmental claims, aiming to provide consumers with an evidence-based benchmark.
The report found brands generally lacked sufficient evidence to support environmental claims. There were widespread issues with omitting key information, and broad, unqualified claims were common. In addition, communication clarity was divided, while some brands effectively conveyed their sustainability claims, others used complex language.
Coles, John West, The Stock Merchant, Little Tuna, Walker’s Tuna and Safcol led the charge, with credible, transparent information communicating their sustainability practices and adherence to ACCC guidelines setting a benchmark for industry-wide practice.
UTAS lead researcher, Associate Professor Dan Daugaard, said the analysis showed that independent certification isn’t just helpful – it’s essential.
“Brands with verified claims are more aligned with regulatory standards and far more likely to win consumer trust,” said Daugaard.
“Environmental claims need to be honest, accurate, and backed by robust evidence. Certification by independent bodies like the MSC can help brands meet these expectations – but it’s also up to retailers and producers to lift the standard of communication and transparency.”
Based on scoring patterns, the UTAS research concluded that brands with third-party sustainability accreditation achieved a better alignment with the ACCC principles than other brands. Over half (54 per cent) of all wild caught tuna globally is now MSC certified sustainable, with consumers able to tell from the blue tick symbol on packaging.
MSC Oceania program director, Anne Gabriel, said without independent verification, consumers can’t know if their tuna came from healthy, responsibly managed fisheries, or if it’s contributing to overfishing and the destruction of marine habitats.
“Overall, this report underscores the need for clearer sustainability messaging and improved accountability among brand packaging to ensure consumers can make informed choices.
“The MSC certification process involves rigorous, science-based standards, impartial audits, and ongoing assessments to ensure fisheries continuously improve. With 2030 fast approaching, it is critical we align our sourcing and shopping habits with the UN Sustainable Development Goals – particularly those focused on life below water, responsible consumption, and sustainable growth.
“This isn’t just a matter of corporate vs consumer responsibility – it’s a collective imperative. Every purchasing and sourcing decision is a chance to protect our oceans and secure a healthier future for people and the planet,” she said.
