How and when plug-in electric vehicles (EVs) are recharged can dramatically affect the electric grid. As a result, regulation of the power sector could have a significant influence on the rate of EV rollout. This paper explores how regulation can be developed to minimise negative grid impacts, maximise grid benefits, and shrink the total ownership gap between EVs and internal combustion engine vehicles. The author discusses EU power sector policies and market rules that can facilitate or promote EV rollout with a focus on the role and design of time-varying electricity pricing, adaptation of EU electricity market rules to enable demand response and properly value flexibility, and the character of regulation that will likely be needed to encourage distribution system operators (DSOs) to be effective contributing partners in advancing progress with the roll-out of EVs.