fishy stuff?

I stood and stared at this sign for ages as one not too far below it said 'no swimming, boating, launching' ... is it some kind of fishing talk?

So far in the 'Shropshire Lake district' I have found;

Blakemere - Where you can fish and walk
Kettlemere - where you can fish (but I presume walk too or how could you get there?)
Whitemere - Where you can sail your dingy or canoe
Colemere - where you can float your boat, walk your dog, picnic and cycle
(although your not supposed to)

And not forgetting Ellesmere - Where during summer months you can engage in the
outdoor pursuit of throwing icecream at tourists.

There are a few others but I've not found my way to them yet!