Eyespots on the body of many animals have long been assumed to confer protection against predators, but empirical evidence has recently demonstrated that this may not always be the case and suggested that such markings may also serve other purposes. Clearly, this raises the unresolved question of what functions do these markings have and do they contribute to an individual's evolutionary fitness in the wild. Here, we examined the occurrence of eyespots on the dorsal fin of a coral reef damselfish (Pomacentrus amboinensis), where these markings are typical of the juvenile stage and fade away as the fish approaches sexual maturation to then disappear completely in the vast majority of, but not all, adult individuals. By exploring differences in body shape among age and gender groups, we found that individuals retaining the eyespot into adulthood are all sexually mature males, suggesting that these eyespots may be an adult deceptive signal. Interestingly, the body shape of these individuals resembled more closely that of immature females than mature dominant males. These results suggest that eyespots have multiple roles and their functional significance changes within the lifetime of an animal from being a juvenile advertisement to a deceptive adult signal. Male removal experiments or colour manipulations may be necessary to establish specific functions.