Marine protected areas (MPAs) are often met with reluctance by affected stakeholders, and in some instances outright objection. Some argue that this is due to insufficient understanding of the functions of MPAs. Others suggest that it could be because of a perception that they are losing more than they are gaining. It is also possible that stakeholders are generally supportive of the idea but think that the MPA should be located elsewhere. We argue that it is images people have about what the MPA is and does that determine how they react. Drawing from three MPA case studies in Spain, we illustrate the importance of critical examination of stakeholders’ images and what they imply for the governance of MPAs.