Sharks are a group of fishes that have captivated human attention throughout history. They comprise more than 400 species that have evolved for over 400 million years, making them one of the oldest living vertebrate groups (Compagno et al., 2004). Over their long evolutionary history, sharks have diversified to become essential components of almost all marine environments. From the polar seas to tropical oceans, sharks range in size from just a few inches to over 15 metres in length. They can be found in shallow, freshwater rivers, and down to the ocean floor thousands of metres below the surface. Unfortunately, due to a general lack of understanding, sharks are often viewed by the public with fear and their sheer presence considered a threat, so their true value to ocean ecosystems is often overlooked. As a result, unlike other marine species (e.g. whales and dolphins), which have received, often overwhelming, public support, sharks have not benefited from the same attention and public pressure to lobby for their conservation. In contrast, public perception of sharks may have actually hindered their conservation (Simpfendorfer et al., 2011; Neff and Yang, 2013).