Whitewashing: glossing over or covering up vices, crimes, scandals or to exonerate by means of a perfunctory investigation or through biased presentation of data.
Greenwashing: the practice of companies disingenuously spinning their products and policies as environmentally friendly.
Bluewashing: the accusation that some purveyors of fish are making misleading claims as to the "eco-credentials" of their wares.
As if it's not difficult enough to figure out what is safe to eat lately, we now have to contend with misrepresentation of so-called facts about the sustainability and healthfulness of comestible fish. We hadn't even heard of "greenwashing" when the term "bluewashing" was coined. It appears that we not only have to figure out which fish are okay to eat and which are not, based on marketing claims; now we have to know which marketers are lying to us or at least providing us with incomplete, inaccurate or misleading information. To really know if a fish is healthy and sustainable, you would have to know the species, the location of its capture and the fishing or farming method used. At this point, labels don't tell us what we need to know.