The trade body said its request to Defra is because “the term farmed has become redundant” and that its proposal is aimed at protecting the industry from inferior products.

Critics of the move, however, have accused Salmon Scotland of trying to “mislead” the public into thinking farmed fish is the same as wild salmon[.]

Critics of the move include John Robins, a veteran environmental campaigner who worked with Animal Concern, but is now the managing director of Ethical Promotions Ltd.

Robins [wrote]: “Because the public are becoming more aware of the many negative aspects of salmon farming the industry wants to distance itself from their own failings by dropping the word ‘farmed’ from the description of their product. Like the use of the phrase ‘responsibly sourced’ this is a calculated and deliberate attempt to confuse and mislead shoppers.”