A US District Court for the Northern District of Illinois this week rejected a motion from retailer Aldi to dismiss a class action lawsuit against the supermarket chain for alleged deceptive marketing claims related to the Atlantic salmon it sells.

The case demonstrates the limited power of eco-labels to protect companies against deceptive marketing claims based on how they raise and market seafood.

The Germany-based discount retailer was hoping its use of the Global Seafood Alliance's (GSA) Best Aquaculture Practices (BAP) sustainability label would help shield it against the deceptive marketing allegations.