The World Wildlife Fund has been forced to drop a character designed to promote sustainable fishing after it was accused of bringing negative publicity to the industry.

WWF created Stinky Fish to raise awareness of dwindling fish stocks, but Tesco, Young's Seafood and others objected on the grounds that "stinky" was a word that had negative taste connotations and belittled the good work being done to promote sustainable seafood.

Further comments on a response forum said that Stinky "revisits an obsolete perception of our progressive industry" and " you are trying to end the consumption of wild seafood forever."