The Marine Conservation Society (MCS) has issued a dire warning for UK consumers to completely avoid purchasing British-caught cod, as its population has plummeted to critical levels. Despite recommendations for a zero-catch policy by the International Council for the Exploration of the Sea (ICES) for 2026, the decline continues due to overfishing and rising sea temperatures affecting the ecosystem. The MCS's Good Fish Guide suggests consumers choose alternatives like European hake or sustainably sourced Icelandic cod. Kerry Lyne, Good Fish Guide Manager at MCS, emphasized the need for sustainable choices to support healthier fish stocks. The report indicates that UK consumers heavily favor cod and haddock, but most fish sold in fish and chip shops are sourced from outside UK waters, primarily from the Icelandic, Norwegian, and Barents seas. As traditional fish choices face pressure, the MCS highlights the importance of making informed seafood choices for better-managed fisheries.