This paper addresses the ‘policy dimension’ of the TOWN project drawing on the implications of the case studies for policy(ies) for small and medium‐sized towns (SMSTs) across Europe. It first considers approaches at European and national levels to SMSTs arguing in recent years there has been limited recognition that SMSTs have a significant role to play in the European territory. The paper provides an illustrative selection of towns from the ten case study countries. The research shows that the category SMSTs contains a varied and often dissimilar group of towns in a wide variety of regional contexts. This is true not only between countries but within them. The results indicate that while there are actions to support SMSTs that can be done at European level a prescriptive ‘one‐size fits all’ approach should be avoided. Policy approaches should be developed within particular national and regional contexts supported by the European level.