An estimated 1.9 million animals are affected by bovine respiratory disease (BRD) each year in the UK cattle industry with costs estimated at around £60 million annually. The principal pathogens assumed to be implicated in BRD have been identified and their epidemiology and pathogenesis generally understood. A range of effective therapeutic (anti-inflammatory and anti-microbial products) and preventative tools (vaccines) have been developed and offer positive opportunities for control. However, BRD is complex, multi-factorial and despite the available tools continues to represent a threat to cattle health, welfare and farm profitability. A fundamental appreciation of animal–pathogen–environment interactions is necessary to understand the success and failure of current control measures. This article explores whether some current control strategies are actually unsuccessful, is knowledge exchange inadequate, are recommendations generally being ignored or are there new developments, pathogens or approaches that merit investigation?