Understanding equestrians’ noseband tightening practices and intentions is necessary to target welfare improvement strategies. Firstly, we measured tightness in dressage and show jumping horses in The Netherlands, shortly after implementation of the two-finger rule by the Royal Dutch Equestrian Federation. Noseband tightness decreased with age, was less tight in dressage horses than in show jumpers, and was dependent on the interaction between competition level and discipline. Fifty-nine percent of the riders tightened nosebands to such an extent that they adhered to the new regulation. Secondly, we conducted an online survey to gain insight into whether riders were aware of noseband use and tightening behaviour. Of the 386 respondents, 54.5% agreed with the new regulations, and 62% believe that it improves horses’ welfare. Applying cluster analysis to statements regarding their own attitude, peer pressure, and behavioural control produced three clusters. Noticeably, a lower percentage of Cluster 1 respondents (38%) performing at higher levels was convinced that the new regulation improved welfare than Cluster 2 (77.9%) and 3 (89.0%) respondents. Designing strategies to ensure the successful implementation of the new regulation and to convince equestrians to comply would be most effective if targeted differentially, and should include a transparent and objective form of regulation.