Gilthead seabream was stored in a refrigerator at 3.8 degrees C (group C), iced (IO), or iced and covered with paper (IFT) for 18 days, and sensory attributes, chemical (TVB-N value, TMA-N value, Ammonia content, and TBA value) and microbial quality (mesophiles and psychrophiles) was measured. Time-temperature indicators (TTI) with adjustable kinetics were stored with the samples. The sensory shelf-life was measured as 12 days for IO and IFT treatments, and less than 9 days for group C. Mesophilic and psychrophilic counts exceeded permitted limits at day 6 for group C, 9 for groups IO and IFT. TTI activated for 11-15 s correctly predicted the end-of-shelf life based on quality indices. It was revealed that TTIs was a useful and practice tool to detect the quality assurance especially for the consumers.