Visitors to New York’s west side are noticing a new feature rising above the city’s snow-covered landscape this week. A three-sided billboard announcing our new FishScam.com website was installed on Wednesday, nestled between the Jacob Javits Convention Center and the entrance to the Lincoln Tunnel. Why does our billboard ask New Yorkers if they’re “hooked on the hype”? Simple. Fish is getting an unfair reputation as a dangerous food, but it’s actually an essential part of the human diet that delivers some serious health benefits. And our fish-mercury calculator (the first realistic one on the Internet) makes the case that there’s no good reason to worry about mercury in your diet unless you eat a huge amount of fish.

Look for additional FishScam.com billboards during the coming months in a major city near you.