With most of the world's fisheries in a state of crisis, environmental groups have started to take a keen interest in the management of marine resources. As initiatives of a more official stripe, such as the UN Code of Conduct for Responsible Fisheries, have strengthened the case for environmental action, several groups and organizations have launched political campaigns against current management practices. This article analyzes the fisheries campaigns of three major environmental organizations: Greenpeace International, the World Wide Fund for Nature and Friends of the Earth, Norway. What are the objectives and concerns of these groups and how do they "translate" into strategies and action? Judging from the cases reported in this article, environmental action in the fisheries bears little resemblance to earlier crusades against whaling and sealing. The commitment to sustainable and responsible fishing, even among industry representatives, represents a significant change iin the opportunity structure of environmental groups—strengthening their legitimacy as stakeholders in fisheries management. The outcome, as for the organization and orchestration of fisheries campaigns, is a stronger emphasis on cooperation and participation—at the expense of direct and disruptive action.