Following a largely one-sided Chicago Tribune series that hyped the trace amounts of mercury in fish, Tribune and New York Times readers are seeing full-page advertisements asking if they’re “Hooked On Mercury Hype.” Along with our New York City billboard, these ads promote FishScam.com, our new website that blows the whistle on irresponsible mercury fear-mongering.

In addition to the Internet’s first realistic mercury-in-fish calculator, FishScam provides point-by-point rebuttals to fish scares promoted by over a dozen activist groups (and some newspaper reporters). It also offers information on the science about mercury, on activist boycotts of Atlantic swordfish and Chilean sea bass, and on flawed animal-rights arguments about whether or not fish feel pain.