Fish and fish products are essential for the growing world population. However, marine fish stocks are almost collapsing. Growing consumer demand can only be met through an increase in aquaculture production. Aquaculture is the world's fastest growing sector within the food industry. As supply chains have become more vertically-integrated and the access to lucrative consumer markets in developed countries is often only possible with the help of certifications, the need for quality assurance systems increases sharply. AMA-Marketing responded to this trend by developing the AMA quality label program „Fisch". Within the scope of the work, three internationally established quality assurance systems for aquaculture (GAA BAP, GLOBALG.A.P. and ASC) were compared with the Austrian scheme on the basis of content analysis and selected criteria. As a result, recommendations were formulated to enhance the Austrian quality assurance system for aquaculture, which were then discussed with three experts. The AMA quality label program "Fisch" can be improved in several respects. First of all, complaint management should be defined more precisely. The publication of draft guidelines for public consultation, as well as the publication of certified farms on the website, would increase transparency. Furthermore, the standards should be extended according to the requirements regarding the origin of fish feed. Based on the interviews conducted with the experts, possible discrepancies have been identified between theory and practical application.