Over recent years the rod and net catch of Atlantic salmon, Salmo salar L., on the River Tamar in south-west England has decreased markedly, resulting in a consistent failure to meet the minimum egg deposition target (conservation limit). Compliance with the target is by annual assessment using rod catch as the major input variable. Further analysis suggested a disproportionate deterioration in the rod fishery performance of the Tamar compared with rivers locally, regionally and nationally. A concomitant decrease in rod licence sales and fishing effort, above both national and regional trends was also evident. However, examination of juvenile electric fishing and adult fish counter data revealed a different trend for the past 10 years, indicating a stable fish population, albeit at a lower level of abundance than previously. The analyses suggested that without consideration of changes in effort and rod exploitation rate, rod catch alone is not a reliable indicator of stock abundance and hence should not be used as such in stock assessment.