The article presents a discussion on waste management in Europe. With waste levels on the rise across Europe, many local authorities are using policy initiatives and better communication techniques to target the source of non-recyclable products rather than the end of the line. Despite many policies involving waste prevention, waste production continues to grow in Europe. According to the Organization for Economic Cooperation and Development, Paris, France, waste production in Europe in the 1960s was approximately 441 pounds per person per year. Today, that figure has more than doubled to around 1,100 pounds per person per year. Continuing increases in waste levels cannot be completely blamed on inadequate waste policy. Technological innovation, cheaper production costs, changing demographics and intensive marketing by companies all add to the increasing pressures on local and regional authorities (LRAs) to stem the rising waste stream. LRAs have a big role to play in communicating sustainable consumption messages to citizens, but this end-of-pipe approach is not enough. The power of public authorities at the local, regional, national and international level needs to be taken back, and this needs to be supported by fiscal, legislative and voluntary mechanisms promoting prevention in the production phase as well as consumption.