A BBC investigation uncovered chip shop owners selling catfish and other cheaper fish species while marketing them as "traditional fish and chips." The practice misleads customers who expect cod or haddock, the traditional choices for the British staple.
The investigation tested fish from multiple chip shops and found species substitution across the sector. Owners attributed the switches to rising costs and supply chain disruptions that have made traditional white fish more expensive. Catfish costs significantly less and provides similar appearance and texture, making it an easy substitute that most customers don't detect.
Consumer groups and trading standards officials expressed concern about the deceptive labeling. While the fish itself is safe to eat, the practice violates consumer protection laws requiring accurate menu descriptions. Some chip shop owners acknowledged the financial pressure driving the switches but acknowledged customers deserve transparency about what they're purchasing.
The findings highlight broader challenges in British food retail, where inflation and supply pressures create incentives for cost-cutting that crosses into misrepresentation. Regulators indicated they would pursue enforcement action against shops found violating labeling requirements.