The video also includes one of the lamest 'bottom' jokes ever aired.
The video, titled "The Bottom Line," has been roundly condemned by industry bodies, including the Scottish Fishermen's Federation (SFF) and the National Federation of Fishermen's Organisations (NFFO), for what they describe as a "simplistic and emotionally manipulative" attack on the commercial fishing fleet.
Federations have been quick to point out what they see as a complete lack of balance in the film, which lays the blame for marine ecosystem changes squarely at the feet of the fishing industry. Fishermen argue the film deliberately ignores a host of other significant factors, including the well-documented impacts of climate change, industrial and agricultural pollution, and the rapid expansion of offshore energy installations.
Elspeth Macdonald, chief executive of the SFF, stated that the film presents a "jaundiced and partial view" that fails to acknowledge the huge strides made by the industry in sustainability and conservation over the past two decades.
"To present commercial fishing as the sole cause of the ocean's problems is both disingenuous and fundamentally wrong," she commented. "Our members are on the water every day and are committed to a healthy marine environment. This film does a great disservice to the fishermen who work tirelessly to put food on our tables within a highly regulated and science-led framework."
A central point of contention is the film's depiction of bottom trawling. Industry leaders have branded the footage used as "misleading," arguing that it fails to differentiate between legal, regulated trawling and the illegal, unregulated fishing practices that the UK fleet has long campaigned against. They stress that modern trawling gear is designed to minimise seabed impact and that the fleet operates under strict spatial and temporal restrictions.
The NFFO has echoed these concerns, highlighting that the film's narrative conveniently overlooks the UK's position as a world leader in fisheries management. They argue that such "one-sided" campaigns risk severely damaging a vital domestic food production sector by misleading the public and pressuring retailers to boycott British-caught fish.
The unified message from the fishing industry is a call for a more balanced and evidence-based discussion, urging for an end to what they term "sensationalist" and "celebrity-led" campaigns that threaten the livelihoods of coastal communities across the nation.
