Fish Are Killed By The Trillions - And Most People Don’t Even Know How

Everyone knows land animals are exploited in the food system, but what about the billions of fishes, crabs, and lobsters who never get a second thought? A new report looks at how people in the EU view aquatic animals and their so-called “welfare.” Spoiler: They don’t know much.

Do People Think Fish Feel Pain? 

71% of respondents said fishes can feel pain. Good start. But when it comes to intelligence and emotions, people weren’t so sure, only 51% agreed fishes are smart, and just 45% thought they could feel pleasure. Younger women were the most likely to recognise their abilities.

People Support "Welfare" - But Keep Eating The Victims  

91% of respondents said fishes deserve the same level of “welfare” protections as land animals. They also backed policies like stunning fishes before slaughter (70%) and ensuring live crustaceans aren’t mistreated in transport (79%). Support was highest in France and Italy, while Sweden, the Netherlands, and the Czech Republic lagged behind.

When it came to banning live animal sales, people were more willing to protect fishes (61%) and lobsters (61%) than mussels (48%). The countries most in favour? Germany, Italy, Poland, France, and Greece. The ones least concerned? Spain, the Netherlands, Sweden, and the Czech Republic.

Fish Farming: People Have No Idea What’s Happening  

The public wants transparency in how tax money funds fish farming, but they don’t actually know much about the industry. Only 37% realised that farmed fishes are fed wild-caught fishes, fueling even more death. Just 34% were aware that more farmed fishes die during rearing than farmed land animals. France, Poland, and Germany had the highest awareness; Spain, the Netherlands, and the Czech Republic had the lowest.

People Still Fund The Industry  

47% of respondents said they eat all kinds of animals, and 39% eat fish at least once a week. Spain, Italy, and France had the highest fish consumption, while the Czech Republic, Germany, Poland, and the Netherlands ate the least. Freshness, quality, and price were top concerns, but 61% claimed that "welfare" influenced their choices. 

Despite all this, 90% said they would pay extra for “higher welfare” fish products, with nearly 25% willing to pay significantly more - without defining what that means.

The "Sustainable" Scam  

Many respondents assumed “sustainable” labels meant fishes were raised in good conditions, 56% thought it meant they could perform natural behaviours. But consumer knowledge about labelling was poor, and most believed current certification schemes actually enforce strong welfare standards. They don’t.

69% of respondents were open to labelling that discloses farming practices, including how the fish was killed. But awareness of what’s already happening is minimal.

The Bottom Line  

People like the idea of treating aquatic animals better, but their lack of awareness about the realities of fish farming, sentience, and misleading labels keeps them complicit. The takeaway? Consumers aren’t driving change - they’re just buying into comforting illusions. Fishes don’t need “higher welfare.” They need freedom.