The South Australian government is pouring hundreds of thousands of dollars into a new advertising campaign designed to reassure consumers local seafood is safe to eat amid the algal bloom crisis.

The $750,000 campaign features prominent figures such as Maggie Beer and aims to support producers facing declining sales.

The campaign's rollout comes as the state grapples with the impact of the massive toxic algal bloom on the perception of seafood safety.

"The market is going down, because people are scared," Adelaide Central Market chairman Theo Maras said.

"The reality is (there are) rigorous processes that we have got in this country, and the seafood is safe," he added.

That's a point Premier Peter Malinauskas also made.

"It's of the highest quality, it's exceptionally clean and it's

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