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Tuna (Thunnus sp) is the highest economic value and the most popular fish in the world. Exploitation of tuna fisheries was feared to threaten environment and social welfare for the people of the countries related to that resources. Many international organizations encourage countries involved in tuna trade to follow certain fisheries ecolabel standards. Nonetheless, driven ecolabel schemes do not yet reflect optimal sustainable tuna management. Tuna is a highly migratory species across the sea region of various countries. The effective management of tuna requires cross-country cooperation, but the certification system is not regional yet especially in Southeast Asia which has highest tuna production in the world. The Association of South East Asian Nations (ASEAN) has begun consolidation to start the regional system of ecolabel which named ASEAN Tuna Ecolabelling (ATEL). In the ASEAN Ministry of Agriculture and Forestry (AMAF) meeting in Hanoi, Vietnam, 12-13 October 2018, ATEL has agreed as a scheme of tuna ecolabelling in South East Asia region. The approval at the Ministerial level make ATEL the first regional seafood ecolabel scheme in the world. It needs more research for the implementation of ATEL in the future both in terms of challenges and opportunities.

ASEAN tuna ecolabelling (ATEL): the challenge and opportunity of the first seafood regional ecolabelling in the world