Every year, around 100 million sharks are killed worldwide. Not only for their fins, but also for their meat, liver oil, cartilage and even skin. Yet despite their vital role in balancing marine ecosystems, sharks, rays and chimaeras - known as elasmobranchs - are among the most vulnerable species on the planet. In 50 years, their global population has halved. More than 37% of the species are now threatened with extinction. In the Mediterranean, home to 86 different species, the situation is even more serious: more than half are in danger of disappearing. The main threat? Bycatch during fishing, which continues to claim victims even among species already at risk. Raising the alarm is WWF, which on World Shark Day is calling for greater awareness, especially among consumers. Many Italians, in fact, do not know they have sharks on their plates. According to a survey conducted in Milan, 64% of people are unaware that shark meat is legally for sale in our country, while 93% say they have never purchased it. Yet, nearly a third have eaten smooth-hound, blue shark or dogfish - all shark species - without being aware of it. The problem is cultural, but also regulatory: labels often use ambiguous and opaque common names. In addition, traceability is still lacking, and controls insufficient. The European Union - while committed to marine conservation - is among the major players in the global shark meat trade. Italy, in particular, is among the top five importers: between 2017 and 2023, it purchased more than 43,000 tons, mainly from Spain and France. But there is also a health risk: only 30% of consumers know that shark meat may contain heavy metals and contaminants.