Human disturbance of wildlife is an under-recognised and under-regulated problem. This article discusses traditional approaches to conservation management in protecting wildlife from disturbance in the context of the New Zealand coastal environment and threatened birds. Limitations and challenges are identified and alternative actions proposed. The key problems are deficiencies in regulation of species disturbance, lack of definition of thresholds of harm that contemplate rarity and conservation status, insufficient comprehensive wildlife conservation planning and the need for innovative planning methods that address species mobility, permeable boundaries and environmental dynamism. Regulatory controls including enforcing setbacks/approach distances through either extended species protection or 'mobile habitat' protection are recommended.