Nobu and the Blue Fin.....

This is an interesting video about the London restaurant Nobu continuing to serve Blue Fin tuna on its menu. For years there has been a campaign to get the endangered bluefin tuna removed from menus. Restauranters such as Gordon Ramsay and others have complied with public opinion, recognising that stocks are low and populations are at risk of extinction due to overfishing.

A recent investigation by Greenpeace, using DNA testing, showed that Bluefin tuna was on the menu. As beautifully articulated in a Guardian article the response by the restaurant was to place an asterisk by the offending dishes leading to a note at the bottom of the menu pointing out that bluefin is "environmentally challenged". So if you have a conscience (or can't afford it) you can eat hake....if you don't care...you can still eat endangered Bluefin tuna. Is this the way that voluntary market based instruments work with freedom of choice?