Black Friday's dizzying promotions and exceptional offers seem to target a growing desire: saving the Ocean and the planet. European consumers are more and more subjected to marketing messages claiming that products are contributing to the protection of the environment and of the ocean. Yet, the cause-and-effect link between the purchase and the depollution of the ocean, for example, is often very obscure or worse not proven. These claims can consequently divert the attention or delay the uptake of real solutions to our ocean crisis.