The increasing work using fish as a model organism calls for a better understanding of their sentience. While growing evidence suggests that pain and emotionality exist in zebrafish, many deniers continue to ignore the evidence. Here we revisit the main conceptual breakthroughs in the field that argue clearly for pain and emotionality. We call for an end to denial and a focus on studying the mechanisms of fish pain and emotionality, and their translational relevance to human conditions.