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Abstract Kelp forests are globally important and highly productive ecosystems, yet their persistence and protection in the face of climate change and human activity are poorly known. Here, we present a 35-year time series of high-resolution satellite imagery that maps the distribution and persistence of giant kelp (Macrocystis pyrifera) forests along ten degrees of latitude in the Northeast Pacific Ocean. We find that although 7.7% of giant kelp is protected by marine reserves, when accounting for persistence only 4% of kelp is present and protected. Protection of giant kelp decreases southerly from 20.9% in Central California, USA, to less than 1% in Baja California, Mexico, which likely exacerbates kelp vulnerability to marine heatwaves in Baja California. We suggest that a two-fold increase in the area of kelp protected by marine reserves is needed to fully protect persistent kelp forests and that conservation of climate-refugia in Baja California should be a priority.