Dolphin safe labels attempt to reassure consumers that fish and other marine products have been caught in a dolphin-friendly way. The earliest campaigns with "dolphin safe" labels were initiated in the 1980s as a result of cooperation between marine activists and the major tuna companies, and involved decreasing incidental dolphin kills by up to 50% by changing the type of nets used to catch tuna. The dolphins are netted only while fishermen are in pursuit of smaller tuna. Albacore are not netted this way, making albacore the only truly dolphin-safe tuna.