There are a few simple rules to follow when buying fresh fish:

1. The eyes should be clear and bright – one of the best indicators of freshness.
2. Firm flesh. This is important and can indicate whether a fish has been frozen before or not. When you press the flesh it should feel plump and firm.
3. Bright gills. These are often removed, but if they aren’t they should be bright red, not faded.
4. The smell! It shouldn’t smell fishy, it should smell like the sea!