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Seas, lakes and rivers are often the destination of the excesses of human activities – whether sewage, storm water overflows, plastics or chemicals – making their management complex and multi-faceted, particularly given climate change predictions for coming decades. In Europe, the Bathing Water Directive has been effective in helping to reverse decades of the degradation of the continent’s bathing waters. However, if bathing water management in Europe is to continue to have successful impacts, it needs to address emerging challenges using innovative and cooperative management approaches.