UK launches "Fish, Trace, Ship" campaign to prepare seafood sector for new EU export rules

The UK’s Fisheries Administrations have begun a nationwide campaign aimed at ensuring the seafood industry is ready for upcoming European Union rules on exports.

The "Fish, Trace, Ship" campaign was launched on 3 September and focuses on helping businesses adapt before the changes come into force on 10 January 2026.

The UK's Marine Management Organisation (MMO), which is leading the campaign, said the updated EU requirements relate to Illegal, Unreported and Unregulated (IUU) fishing regulations. These changes will affect all parts of the seafood supply chain, from fishing vessels to processors and exporters, the MMO said.

Nick Greenwood, Head of Marine Protection and Operations Services at the MMO, urged businesses to act quickly to ensure they are ready for the new requirements from January onwards, when UK exporters will need to provide additional information on Catch Certificates.

"Everyone involved in catching, buying, processing and selling fish and seafood destined for EU markets needs to act early to adopt the changes we’re making to the UK Fish Export Service so our fish and seafood products can continue to be exported," Greenwood stated.

"Without the additional information needed for the Fish Export Service from January 2026, you will not be able to export your produce because of the EU’s new requirements."

"We want to work with industry to make sure that no business is unprepared for the changes. Adapting early will make for a smoother transition," Greenwood added.

The MMO said the campaign will provide guidance and resources to help businesses understand the steps they need to take, including online materials, regular updates and engagement events. A dedicated website has been created to act as a central hub for information, and businesses are being encouraged to sign up for updates to stay informed.

The MMO said the online content will be refreshed regularly in the coming months as more details about the implementation of the rules become available.