Greenwashing in the Tuna Industry: Implications for Consumers, Businesses and Planetary Health

Greenwashing threatens both consumer trust and the integrity of planetary health initiatives. Transparency in sustainability claims is therefore critical for promoting ecological wellbeing, strengthening food security, and fostering equitable development in the Anthropocene. This paper investigates greenwashing by adapting the Gompers Governance Index methodology to the context of sustainability claims. The focus of our greenwashing index in this case is the sustainability claims made by canned tuna brands in Australia. The index is created from a comprehensive set of criteria for environmental claims, based on the Australian Competition and Consumer Commission (ACCC)’s principles for trustworthy claims. We show that the canned tuna brands form two clusters: one at a very high level of achievement and a second group with notable opportunities to improve on their sustainability communication and transparency. The results also highlight several key issues, most notably a lack of information regarding future sustainability transition plans across most brands. A deeper analysis of the scoring scheme shows that the brands with third-party sustainability certification generally achieved a better alignment with the ACCC principles than other brands. Future iterations of this analysis could incorporate online transparency and third-party verification to provide a more comprehensive assessment. Overall, this study underscores the need for clearer sustainability messaging, greater regulatory enforcement, and improved accountability among brands to ensure consumers can make informed choices.