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Based on a study conducted for the Environment Agency for England and Wales, we discuss the contribution that new alternative and complementary environmental policy instruments might make to the realization of the objectives of the EU's Water Framework Directive. Following a survey that identified nearly 100 examples where alternative and complementary instruments are currently being applied in the UK, we categorize such instruments as information‐based approaches, private and voluntary regulation or support and capacity building measures. Examples are given of each category of instrument before further findings on the preconditions for the successful application of such measures are presented. These preconditions relate to levels of commitment from key groups, levels of stakeholder understanding, the role of the lead actor, the importance of timing, the need to deliver a clear message, the …