Fish consumers are increasingly looking for sustainable, safe and healthy products. The aim of this work is to evaluate the effect of informative messages on consumers’ acceptance of shelf-life extension on fresh packaged fish. In order to examine the effect of informative messages on consumers’ acceptance, an online survey on the acceptance of shelf life extension (SLE) technology by 10 days on fresh fish has been carried out. A sample of 530 consumers from Northern and Southern Italy was asked to evaluate a fictional portion of fresh Orata fillets presented as packaged by using SLE technology. The subsequent observation of the outcome of the survey highlights that different information strategies may moderate negative attitudes towards food technology applied to fish industry. The study presents a limitation that should be underlined. As the survey was conducted in the Italian context, results may lack of external validity. Thus, we expect to integrate the information obtained from this preliminary study with new surveys that could be focused on understanding the determinants of this attitudinal structure. Thus, studies investigating the interventions to increase food technology acceptance may help to reduce consumers’ skepticism towards food innovation.