The World Wildlife Fund has removed the controversial "Stinky Fish" video from its Web site, and will decide soon about the future of the consumer campaign.
WWF, which co-founded the Marine Stewardship Council in London with Unilever in 1997, says the puppet-mascot Stinky Fish was designed to tout MSC-certified seafood products and raise awareness of sustainable seafood for younger audiences.
But soon after the video was released online in January, the MSC distanced itself from the campaign, withdrew the use of its logo and apologized to industry stakeholders who might have taken offense.
"It seems Iâ??ve been badly misunderstood and not too bright in telling folks about how they should support the good guys fishing responsibly and enjoy sustainable seafood," said Stinky in a posting on the WWF Web site. "So, my starring role in my debut film is now offline while I take some views and wait for the directorâ??s cut."
On Sunday, a WWF source told the Guardian Unlimited in London that the campaign may be reborn with a new name for the beleaguered mascot.
