Natural cod liver oil is not a great source of vitamin D, generally that is added along with vitamin A and sometimes vitamin E. A and E are antioxidants so may help slow oxidation. Cod liver oil is also a poor source of omega-3s so there is less to go rancid. Personally I can’t see the point of it, may as well just ask your doctor or pharmacist about supplementing vitamin D (esp. if in one of the UKs ‘at risk’ groups).
I take triple strength fish oil capsules bought online, so *hopefully* good stock turnover and better storage conditions than in a store. I have only experienced ‘fishy burps’ when I knew my stock was old (= forgotten at back of cupboard). My skin quality is definitely better with them.
Like Dr Mosley I trained myself to eat and enjoy fish. If I can anyone can because I was very fussy before! I literally gagged the first time I opened a can of salmon, but promised myself I would eat one bite. Now – when well enough to prepare healthy meals – I eat oily fish perhaps five days a week, and even order fish in restaurants.