It is argued that the current discussion on Best Available Techniques (BAT) may not foster true sustainable production. Other instruments from the Integrated Pollution Prevention and Control (IPPC) Directive, such as reporting, may be more effective in this respect. The Irish Integrated Pollution Control (IPC) system has operated for more than 5 years. Its emphasis is on prevention, environmental management systems (EMS), and reporting. Initial results are encouraging. In this paper, the system is used as a case study to illustrate the potential power of the Directive. EMS, if solely voluntary, may be less than effective. It is thus argued that the regulator can become involved in the process - so that EMS can be 'guided'.