Food fraud is often described as an economic crime, but its consequences extend far beyond the checkout counter. A recent canned fish scandal in Thailand has once again highlighted a growing global problem: Consumers may not always be getting what the label promises.

The controversy emerged after a consumer posted a viral complaint alleging that canned fish marketed as mackerel appeared to contain tilapia instead. The complaint quickly gained national attention, prompting an investigation by Thailand’s Food and Drug Administration. Inspectors subsequently visited the manufacturing facility, identified Good Manufacturing Practice deficiencies, seized more than 13,000 cans of product, and ordered a recall while samples were sent for species identification testing.

While authorities continue their investigation, the incident has reignited global discussions about seafood fraud, species substitution, and consumer trust.

A Global Problem Hidden in Plain Sight

The Thailand case is not an isolated event. Seafood is among the most frequently fraudulently substituted food categories worldwide. According to the Food and Agriculture Organization, some studies suggest that up to 30 per cent of seafood products may be mislabelled in certain markets. The organisation specifically cites canned tuna and other processed seafood products as recurring targets of fraud.

Research conducted across six European countries found species mislabelling in nearly 8 per cent of canned tuna products examined. In Spain, studies investigating premium tuna products found substitution rates exceeding 30 per cent in some segments of the supply chain. Similar incidents have been reported in North America, Asia, and throughout Europe.

A 2024 study examining imported seafood products sold in Thailand used DNA barcoding techniques and found an overall mislabelling rate of 24.4 per cent, demonstrating that seafood substitution remains a significant concern within international trade.

How Do Investigators Discover Fish Fraud?

Unlike fresh fish sold whole, canned fish presents a unique challenge. Once fish has been cooked, processed, and packed into a can, visual identification becomes extremely difficult.

Investigators increasingly rely on molecular methods such as DNA barcoding. This technique extracts DNA from the product and compares genetic markers against international reference databases to determine the species present.

The Thailand seafood mislabeling study used DNA barcoding targeting the mitochondrial cytochrome oxidase I gene, one of the most widely accepted tools for seafood authentication globally. The technique has become a cornerstone of modern food fraud investigations because it can identify species even after significant processing.

Why Food Fraud Matters

Many people assume food fraud is simply about paying mackerel prices for tilapia. The reality is more complex.

In some cases, species substitution can introduce food safety risks. Different fish species may carry different allergen profiles, contaminant levels, spoilage characteristics, or histamine-forming potential. Regulatory authorities establish controls, labeling requirements, and import approvals based on the declared species. When that declaration is inaccurate, risk assessments become less reliable.

Even when the substituted species itself is safe to eat, the deception compromises traceability, one of the most important tools used during food recalls and outbreak investigations.

The Hidden Food Security Impact

Food fraud also affects food security. Fraud can distort supply chains and obscure the true availability of fish species in the marketplace. Consumers pay for a product they believe they are purchasing. When a lower-value species is substituted for a higher-value one, consumers lose economic value. Different fish species can vary significantly in protein quality, fatty acid composition, micronutrient content, and consumer acceptability. This in turn affects consumers’ ability to obtain food that meets their nutritional needs and dietary expectations. When substitution occurs, consumers lose the ability to make informed nutritional choices. Food security depends not only on having food available, but also on confidence that the food is authentic and accurately represented.

Why Jamaica Should Pay Attention

This issue deserves attention in Jamaica because the country imports significant quantities of canned fish products, and Thailand remains one of Jamaica’s major seafood suppliers. Historical trade data identify Thailand as a leading source of canned mackerel imports to Jamaica, while more recent fisheries trade data show Thailand supplying nearly 80 per cent of Jamaica’s imported tuna products.

The Thailand incident does not suggest that canned fish currently on Jamaican shelves is fraudulent. However, it serves as a reminder of the importance of robust import controls, supplier verification, traceability systems, and regulatory surveillance throughout the global seafood trade.

What Can Consumers Do?

Consumers cannot identify seafood fraud by sight alone, particularly in processed products such as canned fish. However, they can reduce risk by:

• Purchasing products from reputable brands and retailers.

• Reading labels carefully.

• Reporting products that appear inconsistent with their labelling.

• Retaining packaging when quality concerns arise.

• Following food recall notices issued by competent authorities.

Most importantly, consumers should recognise that food fraud is not merely a matter of economics. It is a matter of trust. When consumers purchase a can labelled mackerel, they have a right to expect mackerel inside. Protecting that expectation is fundamental to food safety, food security, and confidence in the global food supply.

About the Author

Allison Richards is a food safety communicator, certified trainer and the founder of The Food Safety Girl, a consumer awareness platform promoting food safety in Jamaica and the Caribbean. She is the Caribbean Chapter Director for Women in Food Safety (WIFS) and host of The Big Bite Food Safety Show. With over 14 years of experience in food safety regulation, she is committed to public education and consumer empowerment. Through public education initiatives, including free community webinars, she continues to create space for learning, dialogue, and practical food safety awareness.

Allison Richards | thefoodsafetygirlja@gmail.com