I've been banging on about PSARA for many years now (in a good way!).
It's the Passenger Shipping Association's Retail Agent scheme. Members of PSARA have to reach standards in training set by the PSA. In other words, if you are looking for a cruise, go to a specialist travel agent accredited by the cruise industry itself.
The trouble is, PSARA has never really caught hold in the public's collective consciousness in the same way that say ABTA has, or to a lesser extent, AITO. It sounds like a trade organisation - which it is really - and not something of interest to consumers.
So it is welcome news that PSARA is changing its name to ACE - the Association of Cruise Experts.
Hooray! Much better. Simple and to the point. Now maybe the public will catch on.