The Pure Salmon campaign rests on one simple premise: salmon can be farmed safely and with minimal ecological damage, if the industry adopts standards that protect the environment, consumers and local communities. The campaign seeks to transform the salmon farming industry, not merely for it to adopt marginally better "best practices." Therefore the Pure Salmon campaign calls on the salmon aquaculture industry to adopt farming methods that in the short and long-term:

• Eliminate the environmental consequences associated with disease transfer and salmon escapes;
• Eliminate the environmental and public health consequences associated with the use of antibiotics, biocides, and harmful chemicals in salmon farming;
• Eliminate the environmental consequences associated with salmon farm waste being discharged directly into the environment;
• Ensure that farmed salmon feed does not deplete wild fish stocks or result in a net loss of marine protein;
• Ensure that salmon farming practices in aggregate do not harm the environment or wildlife;
• Prohibit the use of genetically engineered fish and the use of genetically modified organisms in feed;
• Respect the views of coastal communities and other stakeholders in locating farms; and
• Adopt and implement ethical business practices, including safe, healthy work environments and fair compensation