Feeding wild animals is a common practice in the ecotourism industry. Operators do so both on land and under water to gather fauna at particular spots so that they can be viewed by tourists. Operators would otherwise be unable to guarantee their customers sightings of particular animals that are generally shy and reclusive. The practice is often controversial because although it has undeniable advantages for humans — discounting the inherent danger of attack by large predators — it involves potentially negative effects for wild animals. Shark feeding is no exception and much has been written on the issue, although, until recently no scientific studies were available, despite sharks being emblematic animals in the Pacific. The gap has now been filled with a project implemented jointly by the Secretariat of the Pacific Community (SPC) and the French Centre de recherche insulaire et Observatoire de l’environnement (CRIOBE) in Moorea, French Polynesia.