Spanish fishing producers group, Pesca España, has launched a new campaign titled Metapesca.org to defend the value and challenges of the Spanish fishing fleet. The campaign uses the metaverse and a parallel reality to highlight the potential negative impacts on the sector and citizens if fishing continues to be a part of environmental issues. The campaign aims to debunk misconceptions about the industry and its commitment to environmental protection and sustainability, as it represents 20% of the EU's fishing production.