A new paper published by Frederic Le Manach (Bloom), Jennifer Jacquet (New York University), Megan Bailey (Dalhousie University), Charlène Jouanneau (Consultant), and Claire Nouvian (Bloom) reveals substantial gaps between the reality on the water and the image MSC wants to present to the public. While the visuals on their reports and social media postings mostly show small fishing boats and local community fisheries, the reality is that 83% of all MSC-certified seafood (by volume) is caught by large industrial fishing vessels! Pictures of small scale, coastal fisheries with low impact gear obviously appeal much more to people trying to purchase sustainable seafood. Most of them might not be aware that their shopping actually supports huge industrial fishing fleets and some of the most destructive fishing methods, like bottom trawl and dredging.
Bloom has also produced an advocacy version of the paper called The Sham of the MSC that highlights additional concerns.