A recent paper on the effectiveness of Marine Protected Areas (MPAs) in northern Europe (“Elevated trawling inside protected areas undermines conservation outcomes in a global fishing hot spot”) reveals that industrial-scale fishing – primarily the use of bottom-trawl fishing – is widespread in so-called protected areas that were established specifically to safeguard highly biodiverse marine and coastal habitats across the North Sea. We welcome this important and timely piece of research. Unfortunately, a number of the press reports that covered this paper’s findings included sensationalist – and misleading – headlines that are potentially very damaging to the cause of marine conservation.