FAST-food retailer Red Rooster has been accused of deception over the name of its new burger.

The fast-food giant has introduced a Wild Barramundi Burger - which critics say suggests the product is Australian - but has chosen to import the barramundi from Asia, where the fish is actually referred to as sea bass.

And there are fears poor-quality imported fish could turn customers away from barramundi, with some consumers already labelling the burger "bland".

Innisfail Barramundi farmer Marty Phillips said the burger's name was "deceptive".

"It's not breaking any laws but you could draw the conclusion it's misleading," Mr Phillips said.

"This goes on all the time everywhere. Country-of-origin labelling should be rolled out everywhere so people have the choice."

Co-author of the Truth in Labelling Bill, Senator Nick Xenophon, branded Australia's labelling laws, which do not require the origin of the fish be disclosed, "pathetic".

Australian Barramundi Farmers Association executive officer Graham Dalton said barramundi was an "iconic Australian fish" and that customers purchasing the product likely believed it to be Australian.

"Barra is Australian, let's be straight about that," Mr Dalton said.

"There's a strong perception (that the product is Australian) ... consumers deserve better."

Mr Dalton called for the Northern Territory's labelling laws - which require all fish to be labelled with its country of origin - to be rolled out across the country.

"Anyone complaining of country-of-origin labelling is really saying 'we don't want you to know where it comes from'," Mr Dalton said.

Some imported barramundi was "pretty appalling" both in terms of quality and the unsustainable way it was farmed or harvested, he said.

"Australian laws require fish in a fish shop be labelled with country of origin, but sprinkle some bread crumbs or put it on a plate (and the requirement disappears), Mr Dalton said.

"Our barramundi meets the highest environmental and regulatory standards anywhere, our products shows zero on (chemical) residues."

Red Rooster was not available for comment.