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Destructive fishing has many critics, with the newest being an animated fish puppet emerging from an icebox to push the virtues of sustainably caught seafood.

Stinky Fish, the brainchild of WWF’s International Marine Programme and viral movie makers, Free Range Studios, is the star of a new consumer education and information website which goes live today.

Stinky, performing as the star of his own video on the site, on Facebook or You Tube, emerges unexpectedly from his icebox to voxpop shop-owners and restauranteurs on where their fish came from and tell diners and shoppers to avoid “stinky fish”.

Stinky fish, explains Stinky Fish, are those caught from over-exploited fish populations or caught with the use of destructive fishing methods and technologies. “You've seen pictures of the living wonders of the deep; you'd be appalled to see a trawler dragging a net the size of a football field right through it,” says Stinky.