Killing protected species mistaken for morphologically similar quarry species, or species with weaker protection, can hinder their conservation. Despite policy aims to reduce threats from illegal killing, information is lacking on susceptible species, conservation impacts and the identification accuracy of hunters. We examined the ability of hunters (n = 232) in Arctic Russia to identify the endangered Northwest European Bewick's swan Cygnus columbianus bewickii using photographs. Only 14% (n = 33) identified this species correctly and distinguished it from sympatric and congeneric whooper swans C. cygnus and mute swans C. olor, with 15% of individuals admitting to accidentally hunting a Bewick's swan in the previous 3 years. We conclude that there is a risk of Bewick's swans being shot accidentally when mistaken for similar species with less legal protection. Improving hunters' skills in discerning protected from legitimate quarry species is likely to be an effective tool for conservation of morphologically similar species.