Current legislation in Great Britain has set up a class of protected land under the designation Site of Special Scientific Interest (SSSI). However, what values are to be protected, and how, are questions largely left unanswered. Areas which are designated as worthy of protection can still be threatened by gradual erosion due to rural development. The designation of a site as being of conservation value requires an agency which enforces protection from development. We highlight the conflicts which have arisen between landowners and conservationists over SSSI management and analyse the role of a conservation agency under alternative environmental philosophies. We show how the values underlying the motive for conservation will affect the environmental management process chosen. This provides contrasting views as to the future for countryside management, and focuses concern on the current trend towards the free market in which trade‐offs based upon the anthropocentric usefulness of nature are fundamenta