Private standards and related certification schemes are becoming significant features of international fish trade and marketing. They have emerged in areas where there is a perception that public regulatory frameworks are not achieving the desired outcomes, such as sustainability and responsible fisheries management, or to ensure food safety, quality and environmental sustainability in the growing aquaculture industry. This report analyses the two main types of private standards, namely ecolabels and food safety and quality standards, their impact on fish trade and their implications for a range of stakeholders. It addresses issues that are driving the development of private standards, their policy and governance implications, the assessment of their credence, the costs implications, traceability, etc., and the challenges and opportunities for developing countries.