Abstract The last two to three decades have witnessed a rapid growth in the mining industry in Kenya. The suite of minerals includes metals such as gold, silver, copper, zinc and titanium, and industrial minerals ranging from talc and gypsum to dolomite and gemstones. Methods of exploitation, processing and beneficiation of these mineral resources can have diverse effects on the country’s socio-economic position, its varied ecosystems and general environment. The Mining Act (Cap 306) of 1940, which has been the principal Act for regulating minerals use and mining, lacks clear provisions on environmental management. This paper discusses mining guidelines set forth in a new regulatory framework known as the Environmental Management and Coordination Act of 2000, and evaluates their effectiveness and applicability by examining the proposed titanium mining project in the Kwale district. Through a major mining project, the Environmental Impact Assessment exposed the difficulties often encountered in implementing regulatory controls in all new mining ventures in Kenya, both large- and small-scale. It is submitted that the challenge of sustainability should be a major concern of the mineral industry to demonstrate not only profitability but also benefits to society and preservation of environmental integrity.