The study finds that the majority of the farmers perceive thequality of water in the fjords and lakes draining from their farms to be above average. Consequently, the farmers feel that changesthat would lead to the removal of the regulatory measures wouldhave little or no effect in terms of reducing the water quality. Thisperception may however be misinformed, since majority of thefarmers have not had access to full information on the underly-ing stipulations and requirements of “good ecological status” underthe Water Framework Directive. The study also finds that, in gen-eral, farmers have a negative attitude towards regulatory nutrientreduction measures despite the fact that a relatively large numberof these farmers have adopted voluntary environmental measures.The adoption of voluntary technologies is influenced by farm sizeand farmers’ attitudes to subsidies. Additionally, other factors suchas farm type, soil types and farm slope play a key role in influ-encing farmers’ perceptions and need to be fully considered in theimplementation design of the more targeted pollution reductionmeasures.