Promote Your Commitment to a Healthy Ocean
Communicating about the MSC and your commitment to sustainability to your customers
Welcome to our Marketing Resource Page where MSC partners can find our most up-to-date resources for promoting your commitment to MSC certified sustainable seafood.
Available to all MSC partners, these assets are designed to help you educate your customers about the MSC program and your company's commitment to sustainability. Not sure if your company has a partnership with the MSC? Reach out to your local MSC representative here.
To download most of the assets here, you will need access to the MSC Multimedia Library. If you don't have an account, sign up for one here*.
*Note: To ensure a quick approval of your account, please use your MSC contact's email address instead of your CoC code. Under 'Nature of relationship with the MSC' select 'MSC Contact E-mail Address' and include the email address of your MSC contact under 'Supporting code or e-mail address'.
Using MSC Resources
Frequently Asked Questions
What is the MSC Multimedia Library? Photo, video, and other assets are stored in the MSC Multimedia Library (MML). If you already have an account, you can log in here or, if you don’t, you can request access by filling out this short form.Who is eligible to use the MSC’s marketing resources? Any partner who holds an MSC licensing agreement is eligible to use the images, graphics, design files, and other resources within the asset library.
Are the materials free to use? Yes, most of the materials and assets within the MSC multimedia library are free for MSC certified partners to use as long as they are used in connection with the MSC and MSC labeled products. The rights to the majority of the materials are owned by the MSC and remain the property of the MSC, but some require the owner’s permission. Please check the usage rights or ask the MSC team before downloading.
Is approval needed for all marketing campaign artwork? Promotional materials, marketing artwork, ads, and MSC claims need to be presented to and approved by the MSC.
How can I get my marketing campaign artwork approved? Email [email protected] for approval requests.
Do I need permission each time I use materials from the MSC media library? In general, you should follow the guidelines listed with each asset. All MSC claims, promotional materials, marketing artwork, and ads need to be approved.
How can I receive additional information? If you would like more information, please don’t hesitate to contact the NA Marketing and Communications team at [email protected].
Who is my contact for approving packaging graphics and answering questions about the MSC blue fish label on-pack? Chris Bolwig is the temporary Ecolabel Account Manager for North America and will be able to answer your questions about using the ecolabel on packaging. He can be reached at [email protected]
Earth Month Toolkit
Increase Your Impact by Joining Our Annual Campaigns
The MSC North America marketing & communications team organizes two main campaigns every year:
- April: Planet-Friendly Protein
Earth Month. Earth Month takes place every April and is a time for raising awareness for planet-friendly choices. Since 2019, in the US and Canada, the MSC has been working to empower consumers to shop their values by encouraging them to make the switch to certified sustainable seafood. Through consumer engagement campaigns and working with partners like you we can spread this feel-good message for the benefit of people AND the planet. We’re excited to unveil our new 2023 campaign aimed at driving awareness using a simple message that’s delivered via bright, eye-catching visuals. Take a look at our Earth Month 2023 collection to get involved.
- June: Big Blue Ocean
World Ocean Day & National Ocean Month. The MSC joins in on a global World Ocean Day movement, launching annually in early June, ahead of World Ocean Day on June 8th. The campaign celebrates collective everyday actions, like choosing MSC certified sustainable seafood, that help protect our one shared ocean and contribute to a Big Blue Future. The MSC works with partners, ambassadors, and other ocean advocates around the world to promote the mission all month long. Browse our 2023 World Ocean Day Preview to get a jump on the campaign!
- October: Good For You
Seafood Month. This month was initially created by seafood industry professionals to highlight a time of year when seafood sales are traditionally low, but it has since become a major opportunity for the MSC and our partners to highlight sustainable seafood and the many ways in which we can all enjoy it for generations to come! By working with culinary experts to develop recipes and engaging with MSC partners to highlight certified sustainable seafood products, we help consumers understand how easy it is to create meals that are a winner for dinner and the ocean too. Browse our 2023 Seafood Month collection to start planning today!
In addition to these moments, there are other dates throughout the year that the MSC leverages to create and post content, from larger campaigns to simple social posts.
Other Important Dates
March 3: UN World Wildlife Day
A UN day that highlights and urges people to celebrate the world's wild flora and fauna and commit to ensuring sustainable use of wild resources
March 8: International Women’s Day
A day that highlights and acts as a focal point in the movement for women’s rights when we celebrate women in the seafood industry
March 22: World Water Day
A UN day that highlights the importance of freshwater. The day is also used to advocate for the sustainable management of freshwater resources
April 22: Earth Day
Global annual event created to support environmental protection
May 2: World Tuna Day
Established by the United Nations to raise awareness of the importance of tuna and promote more sustainable fishing practices
June 5: World Environment Day
Created by the United Nations – a day for encouraging worldwide awareness and action to protect our environment
October 16: World Food Day
A UN day that serves as a call for global solidarity to help the most vulnerable people to recover and make food systems more sustainable, stronger, and resilient to issues
November 21: World Fisheries Day
Fishing communities worldwide celebrate this day to highlight the importance of maintaining the world's fisheries
MSC certified fishery stories
MSC 101 Resources
Here, we've created a collection of MSC 101 resources that can be used to help educate your customers about what your MSC commitment means.
Feel free to use any of the following assets on your website, social media accounts, or printed materials to promote your commitment to MSC certified sustainable seafood.
Blue Fish Guide
Explore and share the MSC Blue Fish Guide to Sustainable Seafood to help your customers learn how to incorporate sustainable seafood into a balanced diet without negatively impacting our ocean. The Blue Fish Guide shows seafood eaters how to consume seafood mindfully, creating meals that are "good for you and the ocean too" and includes a guide to shopping for sustainable seafood in their local markets.
Consumer Talking Points
Below you’ll find some of the questions most commonly asked by seafood eaters and those looking to learn more about sustainability. Feel free to use them (either copied directly or rewritten to sound more like your brand voice) to help your customers understand why achieving MSC certification was important for your business and what it means to use the MSC blue fish label.
What is the MSC?The Marine Stewardship Council (MSC) is a global nonprofit organization that works to end overfishing around the world. Working with scientists, fisheries, industry experts, and other nonprofits, the MSC’s goal is to improve the way our ocean is fished. The @MSCbluefish makes it easy for everyone to identify and choose sustainable, wild seafood.
What is sustainable seafood?
In the MSC program, sustainable seafood means that it was fished from stocks with health populations, with minimal impact on the environment, and in an area with effective, responsible management.
Why is sustainable seafood important?
79% of Americans agree we need to protect seafood supplies for future generations and 64% believe we need to consume seafood only from sustainable sources to save the ocean (MSC GlobeScan Survey 2020).
What is the MSC Fishery Standard?
MSC certified fisheries must meet all three principles of the MSC Standard: 1) healthy fish stocks, 2) minimal environmental impact, 3) good management in place to react and adapt to any new information or changing conditions. The program is voluntary and undertaken by a third party auditor.
What does the MSC blue fish label mean?Only seafood from fisheries that meet the MSC’s strict standard for sustainability can be sold with the MSC blue fish label. Companies that put the label on seafood packaging are part of a certified supply chain and are audited annually to ensure proper protocols are being followed. The MSC Standards ensure that procedures are in place so MSC labeled products can be traced back to MSC certified sustainable fisheries.
What is seafood fraud?Seafood fraud is the term used when seafood is mislabeled (either accidentally or intentionally) and results in consumers expecting one type of seafood but receiving another. While many studies have shown seafood fraud is widespread, with the MSC blue fish label, fraud and mislabeling are unlikely. The MSC’s Chain of Custody Standard plays a large role in combating seafood fraud, as the MSC certified product must be kept separate and traceable throughout the supply chain. MSC certified seafood is accurately labeled, offering a trustworthy option and enabling consumers to make an informed choice protecting them from seafood fraud. DNA testing has shown that the mislabeling rate for MSC certified seafood is less than 1%, much lower than rates for other products.
What is the MSC Chain of Custody (CoC) Standard?The MSC Chain of Custody Standard assures that fish and seafood products are kept separate from non MSC certified products throughout the supply chain and that procedures are in place so they can be traced back to MSC certified sustainable fisheries.
When you see a product carrying the MSC blue fish label, it means that every company within that supply chain must have a valid Chain of Custody (CoC) certificate. To achieve and maintain CoC certification, a business must be regularly assessed against the Standard by an independent certification body.
Chain of Custody certificates are valid for a three-year period, and businesses are subject to surveillance audits to check that they maintain proper protocols.
Does the MSC certify fisheries?
No. The MSC sets the standard for sustainable fishing, and then fisheries around the world can voluntarily enter the program to be assessed against the MSC Fisheries Standard by a third-party auditor.
Is all MSC certified sustainable seafood wild?
Yes. The MSC program is open to any fishery regardless of its size, geography, or the fishing method used, so long as it is a wild-capture fishery.
Why choose seafood with the MSC blue fish label?When you see the MSC blue fish label on packaging or menus, you can be confident the fish is from a certified sustainable source, helping to combat mislabeling and seafood fraud.
Are certifications and ratings the same thing?No. Seafood certifications and ratings programs are two ways for consumers to make ocean-friendly choices when buying fish and other seafood products.
Both serve an important role in keeping the seafood supply chain accountable and encouraging seafood producers to make continuous improvements to support a healthier ocean for this and future generations.
Seafood certifications and ratings are independent from seafood brands, retailers, and restaurants, and give consumers third-party assurance that they’re supporting a healthier ocean for the future.
How do I know this fish is sustainable?
Look for the MSC blue fish to know that your seafood is sustainably sourced, independently verified, and wild-caught. MSC certified fisheries voluntarily undergo extensive review and annual audits that ensure that fish stocks remain healthy, there is minimal impact to the broader ecosystem, and there is effective management that is responsive to changes in the environment. Learn more by following @MSCbluefish
How do I know this fish is wild?
Easy! Our fish is sourced from Marine Stewardship Council (MSC) certified fisheries, and their program only applies to wild-caught seafood, never farmed. The MSC Fisheries Standard is the world’s most recognized standard for verified sustainable, wild seafood. Learn more by following @MSCbluefish.
Toolkits and other resources
Videos About the MSC
The MSC has an ever-growing collection of video assets that you are able to use on your website and social media channels. These videos can be embedded from YouTube by simply clicking the ‘share’ button on YouTube and then selecting the ‘embed’ option and following the prompts. Find even more videos on our YouTube channel.
MSC 101 videos
Social media inspiration
You’re welcome to directly copy the following social posts for your own channels or adapt the language to better match your company voice. Feel free to use images from the Multimedia Library or use your own. Just remember that when talking about your MSC commitment, your imagery needs to show only certified products/fisheries, and please link to @MSCbluefish.
Share these posts
When you see the MSC blue fish label on our products, you know….
…there’s so much to enjoy. From salmon to sea scallops, there are endless seafood options for today, tomorrow, and always.
…you can cook with confidence. Rest easy knowing your fish comes from a certified sustainable source.
…it’s always wild. MSC certified sustainable seafood can be traced back to a certified wild-capture fishery.
…it’s "feel good fish". Your purchase supports fishermen and communities that help take care of our ocean.
Look for the blue fish label on our products to:
✓ Prevent food fraud
✓ Combat overfishing and keep our ocean healthy
✓ Support fishermen and fishing communities
✓ Ensure a robust supply of seafood for future generations
We’re proud to partner with the @MSCbluefish to bring wild, certified sustainable to our customers! Reach out to learn more about our sustainable seafood options: [insert relevant link] #FeelGoodSeafood
Have you noticed a little blue fish next to certain items on our menu? The @MSCbluefish is a way to verify that the seafood you are enjoying is wild and certified sustainable! Learn more about the #MSCbluefish [MSC link with more information]
We’re proud to partner with the @MSCbluefish to bring wild, certified #SustainableSeafood to our customers! Reach out to learn more about our ocean-friendly offerings. [Insert relevant link]
We’re proud to offer sustainable seafood options to our customers. Look for the @MSCbluefish label when you are shopping to identify options that are wild-caught and from a certified sustainable source! Follow @MSCbluefish to learn more about the work they are doing to prevent overfishing and improve ocean health so we can look forward to a #BigBlueFuture.
Looking for sustainable seafood that supports a healthy ocean ecosystem? Check for the @MSCbluefish on select products to verify that they’re MSC certified sustainable. Learn more about how you can support a #BigBlueFuture (link in our bio): 5 simple actions to protect the ocean
We choose certified sustainable fishing practices because we believe it’s the best way we can contribute to keeping our ocean healthy and full of fish. That’s why we are a proud partner of @mscbluefish and use the MSC certification label on our product(s).
#DYK that choosing products with the MSC blue fish label allows you to enjoy eating seafood with the knowledge you have made a positive choice to support well-managed, sustainable fisheries? Many MSC certified fisheries are pioneering new ways to protect the marine environment.