The European Union (EU) has closely correlated different aspects of the peace process in Bosnia with progress towards European accession. The ‘power of attraction’ of EU membership would presumably induce the Bosnian authorities to accept the adaptation costs of political and economic transformation. However, the Europeanisation approach has not produced the expected results. The track record of the EU’s policies towards Bosnia represents a paradigmatic case of what would happen if almost nothing works as efficiently as in the case of the countries that joined the EU in 2004 and 2007. The article investigates the causes of EU policy failure in Bosnia and claims that the EU has not effectively responded to three challenges: 1) adjust the process to the needs of an ethnically divided post-war state; 2) preserve the credibility of accession conditionality, and 3) convey the proper messages on how to comply with EU rules. Therefore, the article argues for a more cohesive and consistent EU approach towards Bosnia.