The ‘dolphin-safe tuna’ campaign in the late 1980s set a precedent for consumer-driven change in the operation of tuna fisheries. This campaign, lead by a coalition of environmental organisations in the USA, was in protest at the bycatch of large numbers of dolphin in the nets of purse seiners in the eastern tropical Pacific Ocean, and was ultimately successful in improving the management policies of the Inter American Tropical Tuna Commission (IATTC) and changing US legal standards for catching tunas in dolphin-safe practices [47]. Whilst the issues of purse seine bycatch in the western Indian Ocean are arguably less controversial in the eyes of the public than in the case of the eastern Pacific, there is still strong pressure from organisations such as Greenpeace and WWF (through its Smart Fishing Initiative) to be cautious buying purse seine caught tuna, or even avoid altogether tuna caught using FADs. Some organisations are already lobbying or working with the purse seine industry to reduce the environmental impacts of FADs, mainly through technological innovation (see http://iss-foundation.org/resources/downloads; accessed 4th June 2015). However, should the industry aim to achieve sustainable seafood certification through schemes such as the MSC, fishing firms would be obliged to make far bolder changes to their operations in order to address a broader range of sustainability issues.