Ecological character and wise use are central tenets underpinning the Ramsar Convention's global wetland ambitions. In this paper, we postulate that, given on-going and progressive degradation and destruction of wetlands, these concepts require reframing. So as to overcome the human-nature dualism, which underpins current wetland conservation, we propose that wetlands need to be placed within a social-ecological framing that can accommodate a plurality of worldviews and value systems. This reframing broadens the definition of wetland ecological character and replaces it with a more inclusive and comprehensive term 'wetland character'. Wise use, consequently, becomes maintenance of wetland character. Further considerations on maintaining wetland character under this construct are presented.