Buyers, especially large retailers and commercial brand owners, have embraced them. Commitments to source only fish and seafood certified as sustainable4 are increasingly included in their procurement strategies and wider corporate social responsibility policies. As a market-based mechanism designed to improve fisheries management, eco-labels and the certification process sitting behind them raise a number of issues and challenges: from broad policy questions as to how they interface with governments’ responsibilities to manage natural resources; to technical questions as how to define and develop standards related to “sustainability”; to detailed questions related on how to evaluate whether various existing certification and eco-labelling schemes are credible and robust.