The Ministry for Primary Industries is warning fishermen they will reel in and fine anyone caught selling seafood they've caught recreationally.
The cautionary message follows a high volume of calls and emails reporting Facebook posts by people selling seafood since the start of the year.
The 160 calls and emails logged by the ministry related to posts by people selling seafood such as crayfish, kina and pāua. This figure didn't include multiple complaints about the same post.
Just 96 complaints were received last year.
Compliance manager Greg Keys said it was likely most offenders knew their actions were illegal.