 The European Union has introduced a new regulation which sets out minimum standards for urban waste water reuse. This regulation will help to facilitate the transition towards a more sustainable and circular economy, but it faces several challenges including water scarcity and crop profitability. Additionally, there are bottlenecks related to technology development, governance, risk assurance and adapted local regulations. To overcome these challenges, the regulatory framework should focus on providing adequate protection of public health and the environment, while encouraging innovation and investment in technology development, governance, risk assurance and adapted local regulations. This article was authored by Julio Berbal, Enrique Mesa-Perez and Pedro Simone.