The concept of circular economy is gaining traction. This has led to various policy actions throughout the life cycle of a product ranging from measures on eco-design to recycling targets. Despite the progressive incorporation of the circular economy in industrial and innovation policies, the EU and Member States policies have a strong focus on increasing recycling rates, reducing landfilling and creating markets for secondary raw materials. On their own these measures are insufficient to result in a paradigm shift in resource use and current targets inadequate to provide a clear direction of travel.