Reducing marine-based public health risk requires strict control of several attributes of seafood products, often including location and conditions of catch or aquaculture, processing, and handling throughout the supply chain. Buyers likely will also be interested in other attributes of these products such as eco-friendliness or taste. Development of markets for improved safety, as well as for other quality attributes, requires an effective certification and tracking of these attributes as well as their communication to buyers. Several challenges must be met if labeling, particularly consumer labeling, is to support the development of markets for improved seafood safety.