This paper deals with the question of how the protection of the artisanal fisheries sector can or should be translated into practice within the new WTO rules. In particular, the paper turns to a definitional debate of artisanal fishing and explores the difficulties associated with finding such a ready-made definition. It attempts to tease apart the why and how of fishery subsidies and endeavours to identify the limits attached to substantive and procedural conditions of such a subsidy regime. As such, the paper is set to stimulate and aid discussion among governments and other stakeholders in a need to adopt an approach that maximises incentives for truly sustainable development.