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With the introduction of "Safe and Sustainable by Design" (SSbD), momentum is created in Europe to shift from the reactive (mis)management of chemicals and materials toward a more proactive design and assessment approach to preventing pollution issues. SSbD is expected to steer the innovation process toward a green and sustainable industrial transition, substitute or minimize the production and use of substances of concern, and minimize the impact on health and the environment throughout the chemical/material life cycle. The European Commission has recommended a framework for operationalizing SSbD, but many open questions remain regarding its feasibility and implementation. Our analysis suggests that despite its potential, the EU SSbD framework in its current form cannot deliver on set ambitions. Suitable assessment methods are not available in many cases, and the complexity and data requirements of SSbD may hinder widespread adoption or result in paralysis by analysis. Moving forward, a more realistic, agile framework, accompanied by clear, simplified methods, and robust support for stakeholders, should be developed to ensure that SSbD principles are fully integrated into practice, leading to truly safer and more sustainable chemicals and materials. We further highlight opportunities to address identified gaps, establish such a framework, and enhance its operationalization.