Many varieties of canned fish sold in supermarkets and corner shops are under price control.

They are considered basic food items to help the struggling Fijian family or individual put food on their table.

As such it comes as a shocking revelation to learn from Opposition MP, Semi Koroilavesau, that some canned fish products on the shelves are on the radar for deceptive labelling.

Under the Fijian Competition and Consumer Commission (FCCC) Act: “A person shall not, in trade or commerce engage in conduct that is misleading or deceptive or is likely to mislead or deceive.”

In a Facebook post, the watchdog urged sellers and traders not to engage in misleading advertisements.

If found guilty, the maximum fine for a person is not exceeding $10,000 for a first offence and maximum of $100,000 for second or subsequent offence, or imprisonment for a term not exceeding 10 years or both.

For a body corporate, it is five times the fine provided by the Court.

In a case where the tinned fish was labelled mahimahi but the content was, otherwise, this is a clear indication of false advertising.

Food labelling is regulated under the Food Safety Act 2003 and Food Safety Regulation 2009, which is administered and enforced by the Ministry of Health Food Unit together with municipal councils.

Permanent Secretary for Health Dr James Fong said all imported canned fish products were mandated to be accompanied with Health Certificate.

The imported foods undergo a stringent check through a customs management system called Automated System for Customs Data (ASYCUDA).

The system is said to improve compliance with the legal requirements that govern international trade, and facilitate greater cooperation in: Customs processing.

But in this case, it appears that there are cracks the system that need to be seriously addressed.

We plead to the regulatory authorities so that it does not affect consumers.

As we’ve seen, food poisoning can be life-threatening and swift action is needed to iron out the root cause of this issue.

We also plead with traders, who, even if this case is not with intent, strengthen their food import measures to ensure that consumers don’t pay the price.

Feedback: ranobab@fijisun.com.fj