Cleaner technology and pollution prevention have been cornerstones in the Danish environmental policy since the late 1980s. They have become an integral part of a multifaceted process of the 'greening of industry' involving changes in production, products and in the environmental strategies of companies, as well as in governmental regulation and policies. Companies, industrial associations, consultants and different governmental bodies have established new relations and networks to support the greening process and gradually a broad range of actors and patterns of interactions have emerged, linking technological and institutional innovations as well as economic and environmental issues in new ways. Based on several evaluations of Danish governmental support schemes for the introduction of cleaner technology and environmental management, this article will outline the major changes in the discourse on pollution prevention and in the policy instruments applied.