Are you eating hake dressed up as haddock? Consumer Commission thinks so...

Are fish distributors intentionally deceiving consumers by selling them smoked hake as haddock?

This is a question asked by listeners who have been buying the product and wondering why are thy been lied to.

Spokesperson at National Consumer Commission, Trevor Hattingh says the industry is misleading the public and should come clean.

The fact of the matter is that it is misleading advertising. This is a typical example of misleading advertising.

Trevor Hattingh, National Consumer Commission spokesman

One cannot pass off hake as haddock to make it attractive to consumers for commercial reasons. The objective here is making money...

Trevor Hattingh, National Consumer Commission spokesman

It would've been a different case if they marketed or wrote on the menus and their packaging that it is smoked hake commonly known as haddock. That would've been acceptable.

Trevor Hattingh, National Consumer Commission spokesman

Hattingh says his colleagues have started doing a research to see how wide spread the problem is. Once they have established how big the problem is they will contact the industry and relevant regulators.

So far, they have confirmed two distributors who are passing off hake as haddock.

To hear the rest of the interview, listen below:

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