July 20, 2021 — The Better Business Bureau’s National Advertising Division (NAD) has determined pouched and canned tuna supplier Safe Catch provided a “reasonable basis” for several mercury and sustainability ad claims, but recommended that others be modified or discontinued.
The National Fisheries Institute (NFI), a trade group representing the U.S. seafood industry including some of the largest processors of canned and pouched tuna in the United States, requested the review of Safe Catch’s ad claims.