In recent decades, the integration of horses (Equus ferus) in European rewilding initiatives has gained widespread popularity due to their potential for regulating vegetation and restoring natural ecosystems. However, employing horses in conservation efforts presents important challenges, which we here explore and discuss. These challenges encompass the lack of consensus on key terms inherent to conservation and rewilding, the entrenched culture and strong emotions associated with horses, low genetic diversity and high susceptibility to hereditary diseases in animals under human selection, as well as insufficient consideration for the social behaviour of horses in wild‐living populations. In addition, management of wild‐living horses involves intricate welfare, ethics and legislative dimensions. Anthropocentric population‐control initiatives may be detrimental to horse group structures since they tend to prioritise individual welfare over the health of populations and ecosystems. To overcome these challenges, we provide comprehensive recommendations. These involve a systematic acquisition of genetic information, a focus on genetic diversity rather than breed purity and minimal veterinary intervention in wild‐living populations. Further, we advise allowing for natural top‐down and bottom‐up control – or, if impossible, simulating this by culling or non‐lethal removal of horses – instead of using fertility control for population management. We advocate for intensified collaboration between conservation biologists and practitioners and enhanced communication with the general public. Decision‐making should be informed by a thorough understanding of the genetic makeup, common health issues and dynamics, and social behaviour in wild‐living horse populations. Such a holistic approach is essential to reconcile human emotions associated with horses with the implementation of conservation practices that are not only effective but also sustainable for the long‐term viability of functional, biodiverse ecosystems, while rehabilitating the horse as a widespread wild‐living species in Europe.