Limits set out by the Marine Environment Protection Committee will reduce the maximum levels of sulphur in marine fuels to 0.1% and will come in to force in 2015. This regulation is a positive step towards improving the environmental reputation of the maritime industry. However it also presents a significant challenge to the cruise industry, which has enjoyed an exceptional rate of growth in recent years. The costs of low-sulphur fuels are set to rise and it remains to be seen what, if any, market-based mechanisms and incentives will be put into place to encourage emission reductions and soften the economic impact on operators. Cruise lines now have three years to come up with a technological solution to the dilemma of regulations which will be expensive to adhere to.