The labeling issue is difficult for the consumer to avoid. But when it comes to freshness, there is a lot you can do. For one, let your nose guide you. Very fresh fish should actually smell good or neutral. Next, check the way it looks.
Fresh fish is translucent.
And, the key to keeping it fresh is temperature. The colder you keep it, the longer the shelf life. The ideal temperature is 32 degrees. And always put seafood last on your shopping list. Fresh fish is more fragile than beef or poultry.