Rising waste levels in Canada necessitate renewed waste reduction efforts, with a focus on prevention. Extended Producer Responsibility is an important policy tool, which has the potential to impact materials management systems and drive pollution prevention efforts. This article contrasts the European approach to producer responsibility with "product stewardship" initiatives in Canada, highlighting British Columbia's experience with "full product stewardship". Lessons from European and Canadian stewardship programs highlight the importance of designing EPR programs with clear legislation that encourages sustainable product design by delivering a full range of signals to producers. Recommendations are developed for advancing EPR in Canada. (c) 2005 Elsevier Ltd. All rights reserved.