With the advent of genetic forensics, the documentation of mislabeling has increased, raising concerns about the identify, value, and safety of fish and other seafood. Yet, information on fish fraud is confusing. Many claims lack scientific rigor and transparency. To help the seafood industry and the general public better understand seafood fraud, ACS launched a new version of Seafood Ethics, which provides evidence-based and transparent information on seafood mislabeling and fraud to promote ocean and food sustainability. Seafood Ethic’s goal is to inform better solutions and decision-making for high-quality, safe, and sustainable seafood.