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Labels and certifications seek to guarantee both the quality and the sustainability of the product, since for the liner it is a question of “fishing less to sell better”. Thus, they make it possible to reconcile fishermen and consumer expectations by improving the preservation of fishery resources. Based on a study of the Cherbourg fleet, the effects of the “Normandy sea bass” label on price formation are examined over a ten-year period. Unsatisfied demand for the resource, due to its deterioration, has led to a significant increase in the price of sea bass, and a narrowing of the price differential between trawl and line-caught bass. The increase in the price of line-caught sea bass has not compensated for the reduction in the quantities caught, due to the scarcity of the resource and stricter standards. The label has therefore become less profitable over time, which seems paradoxical at a time when consumers are more sensitive to the environmental quality of the product. This explains some of the dissatisfaction among the labelled fishermen in Normandy in recent years. (JEL: R11, Q22, Q57)