ASC Announces New ASC Label for "Sustainable Seafood" Packaging

The Aquaculture Stewardship Council (ASC), an international non-profit organization promoting responsible aquaculture, has announced a new ASC label and updated on-package claims. The new ASC label features a design that is easier for consumers to understand and recognize, and is intended to meet new regulatory requirements in the EU. New ASC Label Corporate Logo This change is in response to the EU's Empowering Consumers for the Green Transition Directive (EmpCo). EmpCo strengthens requirements for environmental and sustainability claims as well as sustainability labels. EU member states must transpose it into national law by March 27, 2026, and companies must comply with the new requirements by September 27, 2026. ASC has been consulting with the European Commission and national authorities throughout 2025. However, going into 2026, as enforcement policies in individual EU member states became clearer, it became apparent that some countries might apply stricter interpretations. In response, ASC decided to proceed with the transition to a new label and updated claims as a cautious and forward-looking measure to minimize regulatory risks for its partner companies. The new ASC label has been refreshed into a simpler, more recognizable design while maintaining the value of the ASC brand built over the past 15 years. Consumer research has shown that the new design is rated equally or better than the previous label, with improved recognition and purchase intent confirmed in some categories. It also offers increased practical flexibility, accommodating smaller packaging and diverse formats such as black-and-white and horizontal versions. When using the new ASC label on products, it must always be accompanied by an updated ASC claim. There are three versions of the claim available, which serve to complement the meaning of the new label. Please note that there are no changes to the ASC certification system itself; the ASC standards, assessment model, and third-party certification process will be maintained as before. This change solely concerns the method of display and presentation of claims on packaging. For products destined for the EU market, design applications using the new label and updated claims via MSCI began on March 16, 2026. From July 1, 2026 onwards, only designs using the new label will be accepted. For products outside the EU market, applications will open on October 1, 2026, with the global transition to the new label scheduled to be completed by December 31, 2027. In the coming weeks, ASC will sequentially publish a new ASC Label User Guide and additional marketing support materials to assist partner companies in a smooth transition. For more details, please visit the official ASC website. https://jp.asc-aqua.org/using-asc-label/ ■ About ASC (Aquaculture Stewardship Council) ASC (Aquaculture Stewardship Council) is an international non-profit organization that promotes responsible aquaculture practices considering the environment, local communities, and workers, operating a certification system for farmed seafood. The new ASC Farm Standard is built on four pillars: FARM (Legal compliance and ethical operation) PLANET (Minimizing environmental impact) PEOPLE (Consideration for working conditions and local communities) FISH (Fish health and welfare ) As of April 2026, over 31,000 ASC-labeled seafood products are sold in 126 countries worldwide. Furthermore, globally, 2,588 farms and 113 feed mills have achieved ASC certification, including 45 farms and 3 feed mills in Japan. Additionally, there are 3,119 globally and 218 locally acquired ASC CoC (Chain of Custody) certifications required for the processing and distribution of ASC-certified seafood. For more information, please visit the ASC Japan official website. https://jp.asc-aqua.org/