Public opinion is turning against shark's fin, but official action is lacking

Brunei last month became the first Asian country to issue a nationwide ban on the sale of shark's fin. Several airlines, including Qantas, Korean Air, Asiana Airlines, Air New Zealand, Fiji Airways and Cathay Pacific Airways, have also recently agreed to stop transporting unsustainable shark's fin and shark products.

Last week environment groups World Wildlife Fund (WWF), WildAid and Shark Savers collaborated with National Geographic Channel to launch a campaign called "I'm Finished With Fins" to further raise awareness about the issue in Hong Kong and Taiwan. Tapping the influence of local celebrities such as the Taiwan boy group Lollipop F, the primarily online campaign encourages the public to pledge their commitment by filling out a form on the website.

But despite all this activity, campaigners here say it will be a while before Hong Kong's shark's fin habit becomes a thing of the past because it is so ingrained in society.

To chip away at this culture, campaigners have targeted different aspects of the issue, not only on the part of consumers but also those who transport the fins, and sell shark's fin dishes.

Airlines have been responding to a campaign spearheaded by Hong Kong marine conservation charity MyOcean, and supported by other conservation groups such as the WWF and Hong Kong Shark Foundation.

They issued a letter to about 60 airlines, asking them to stop transporting shark's fin and other shark products. Airfreight only brings in about 10 per cent of Hong Kong's shark's fin, so Alex Hofford, executive director of MyOcean, hopes to pressure shipping companies next. He anticipates it will be harder because "shipping companies are less susceptible to public pressure".