Adequate regulation of industrial effluent is integral to any strategy to reduce contaminants entering the North Sea. The present approach involves a list of identified priority Pollutants. Current regulatory frameworks are based upon environmental quality objectives or fixed emission limits, underpinned by the concept of assimilative capacity. These are examined and illustrated using examples from the UK River Tees and Antwerp Harbour in Belgium. Neither system is able to address the problem of complex effluents, and therefore cannot provide comprehensive environmental protection. These failings are discussed in relation to the role of clean production techniques and it is concluded that zero discharge must be recognised as the ultimate goal of North Sea environmental protection strategy.