This paper describes the Marine Stewardship Council fisheries certification experiences in Latin America. The Council certification program is a market-based incentive that recognizes and rewards sustainable fishing. It is currently the most widespread eco-labeling program worldwide, with 69 certified fisheries, including two in Latin America. This region represents an opportunity for the program in its attempt to certify more fisheries in developing countries. Latin American fisheries present specific features for participation in the program, for which post-certification benefits are different. It is found that, at least for Mexican fisheries, this certification does not function as a market incentive. In most cases, costs associated with the certification process are not fully assumed by the fishing companies. However, indirect non-economic benefits are an important incentive. It is proposed that market/political/social reality and lack of sufficient scientific knowledge will prove the key considerations for a more intense participation of Latin American fisheries in the certification initiative.