Policy implications aside, assessing the EU’s involvement in the Mediterranean region necessitates a reconsideration of the impact and limits of the so-called ‘normative power’ upon which its approach has been based, implicitly or explicitly. This paper does so by examining the EU’s engagement with Egypt and the Israel-Palestine conflict; it sets out to challenge the notion that EU-style normative power alone is well-suited to promote democracy and regional cooperation, particularly in regions with diverging dynamics where the promotion of EU-associated norms may stumble upon European trade- and diplomacy-related interests. In this sense, it aims to enrich and inform the debates on ‘normative power Europe’ and Euro-Mediterranean relations.