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, 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.