A desk study was performed to study welfare directed innovations in the Dutch Rabbit sector. Four innovations in the last two decades that have considerably affected the animal welfare conditions in commercial rabbit farms were identified. Introduction of a simple plastic mat to reduce painful foot lesions, and three housing systems adaptations (welfare cage, parks, and part-time group housing of does) have brought the animal welfare of all commercial rabbits in The Netherlands well above European standard levels. The key message is that, strikingly, the major welfare directed improvements were not primarily developed by science, and not primarily enforced by law. Rather, practical initiatives of farmers were the essential steps. Self-imposed regulation was used to maintain collectivity (prevention of free riding) and successes were enhanced by technical advantages and market benefits.