The credibility of the Marine Stewardship Council (MSC) label has been called into question. Created in 1997 by WWF and Unilever, MSC seeks to ensure the long-term future of fish stocks by certifying sustainable fishing practices, and more than 10% of the world’s fish catches are now certified by the label. However, a report by WWF in November 2016 stated that tuna fished in the Indian Ocean should not receive the MSC label as a result of overfishing and the absence of catch rules in the area. One month later, the NGO, Bloom, denounced the certification of the orange roughy fishery in New Zealand. These fish – which live for 150 years – are caught by bottom trawling, a practice that is no longer permitted in Europe.