I doubt you can trademark names that have been in use already. I really don't see how the consumer can have much influence short of boycotting fish entirely. To rely on the fishmongers to keep everything up and up is naive....their kids get hungry too. Lastly, I'm always hesitant to advocate the government get into anything. That said, I'll be damned if I can think of another way to have any effect. I also think it depends on Japan, as they're the major seafood hounds.
