Combating coastal erosion and sea level rise puts constant pressure on local authorities and government departments to ensure cost effective and environmental sustainable practices are used and the outcomes of reducing flooding and erosion are achievable. This study assesses and compares the coast protection policies and practices at two case study locations in the southern North Sea: those of the Lincolnshire and Netherlands coastlines. The coastal policies of these two countries have been manipulated under repeated threat of disaster since the 1953 storm surge. The five year rolling Lincshore beach nourishment practice is considered against the innovative mega-nourishment sand-motor project of the South Holland coastline. The latter is expected to last for 20 years and so its cost effectiveness, efficiency and environmental sustainability is discussed and compared with the Lincshore programme. Rationale is provided on why mega-nourishment projects should be considered by all coastal bound local authorities and why the sand-motor is an effective and innovative option for coastal protection and environmental sustainability.