East African integration is hailed as a remarkably successful example of regional cooperation. However, the continued imposition of non-tariff barriers to trade (NTBs) by respective Member States’ regulatory authorities is hampering the full and effective functioning of the EAC Treaty and its associated Protocols. However, the policy agenda for dismantling NTB’s is much more complex than reducing tariffs, which can be done literally at a stroke of a pen. Although institutional measures have done to address these inefficient distortions to trade, much more is needed. Without a reorientation of mindsets, away from protectionism towards a determination to promote zero-tolerance to bribery, fraud, corruption and anticompetitive business practices, prospects of a renewed and reinvigorated East African Community remain bleak, and a great opportunity to accelerate the region’s economic development will remain untapped.