Does Fish Fight Campaign for Sustainable Fishing Lack Clear Goal?

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From raising awareness of how North Sea Fisheries throw half their catch back dead to convincing a supermarket giant to switch to sustainable tuna, Hugh Fearnley-Whittingstall's Fish Fight campaign is creating massive interest in the issue of sustainable fishing. But, while I was initially impressed with the fact the campaign was acknowledging the complexity of the issue and not pushing one specific solution, others see this as a huge mistake. In fact, says James Murray of Business Green, Fish Fight is violating the golden rule of campaigning—know what constitutes success. He definitely makes a convincing point—and even warns that proposed reforms from some fishing groups could lead to more pressure on fish stocks, and an increase in mega-trawlers too.