Selfridges forced to remove misleading claims from fish counter display

Editorial Staff

Customers had been led to believe that salmon being sold at Selfridges were reared in a closed-loop system.

Landmark UK department store Selfridges has been directed to remove claims about the sustainability of its farmed salmon following an intervention by local authority, Westminster City Council.

The issue arose over promotional material at the fish counter of its Oxford Street store, which suggested that all the farmed fish at the counter came from closed-loop systems.

The salmon sold by Selfridges, sourced from Loch Duart, a Scottish Highlands fish farmer, does not align with these claims.

The controversy was brought to light by campaigner Don Staniford, who accused Selfridges of deceiving customers.

In footage seen by SalmonBusiness, Staniford pointed out to staff at the department store that Loch Duart raises salmon in open cages in coastal waters, which contradicts the closed-system farming claimed by Selfridges.

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He also referenced a 2019 ruling by the Advertising Standards Authority (ASA) which stated that Loch Duart should not advertise its salmon as sustainable due to concerns over the environmental impacts of fish farming.

Following a complaint lodged by Staniford with Westminster City Council, Selfridges was compelled to remove the promotional board.

An environmental health officer confirmed to Staniford that the retailer had taken down the misleading information following his complaint. The council official indicated in an email that Selfridges staff were looking into the matter and had promptly acted upon the council’s request to eliminate the claim.