The authors note that historical responses to the conservation and sustainable use of wildlife have been predominantly regulatory, relying largely on the implementation of CITES. However, these supply-centric approaches have at best had mixed effectiveness, while CITES largely disregards the economic reality of wildlife trade in implementation terms. In this chapter, the authors examine the outcome of CITES policies on the trade and conservation of pangolins (Manis spp.) in Asia, specifically an Appendix II listing, inclusion in multiple phases of the Review of Significant Trade process, and a proposed transfer to Appendix I at CoP11 in 2000. They argue that reforms to this supply-centric approach are needed urgently, and which should include an explicit and in-depth understanding of consumer demand factors, and changing market dynamics (e.g., rapidly increasing demand, rising prices).