Perhaps, given the dire state of tuna supplies and consumers who apparently cannot tell the difference without resorting to testing, we should be encouraging mislabeling. Insisting on a particular rare fish while another more common fish satisfies you just as well is exceptionally silly. Of course it is near impossible to convince consumers of this, but business owners have apparently figured out a solution themselve…
> Perhaps, given the dire state of tuna supplies and consumers who apparently cannot tell the difference without resorting to testing, we should be encouraging mislabeling. Yes, because fighting ignorance with lies that cater to it is much better than fighting it with information.
If the FDA sanctioned the practice and published lists of approved fish substitutions then only uninformed consumers would be unaware of the possibility that they were being gouged for cheap fish (you can see that gouging as a reward to restaurants that refuse to serve real tuna, and an informal punishment for consumers who are trying to get tuna). These uninformed consumers are presumably un-reached by your media campaign to cut back on tuna consumption.
It also eases the transition from tuna to other fish. I like tuna-salad sandwiches, I eat them a few times a month. I wouldn't know if the tuna in them wasn't real tuna, in fact I hope it isn't. I would have no idea what "escolar salad" is though. Mislabeling allows me to get what I want without unnecessary environmental impact.
Also, mislabeling fish is not unprecedented, but done for worse reasons in the past. See Vietnamese catfish: http://en.wikipedia.org/wiki/Basa_fish#.22Catfish_war.22_in_....