While coastal management has been recognized as an urgent and strategic process since 1970s worldwide, it is still struggling to show robust outcomes in some countries and even among regions within countries. Coastal Ecological and Economic Zoning was proposed in 1988 as an integrated environmental and territorial management tool by the Brazilian National Coastal Management Plan (NCMP). This paper applied a recently-developed methodological framework towards the analysis of C-EEZ implementation processes in the context of the 17 coastal States in Brazil. The results evidence particularities that may improve coastal management policies and highlights the situation of late consolidation of this management tool, with evident asymmetries along the Brazilian coast. Although the C-EEZ is one of the most enduring initiatives in coastal management in Brazil, some critical issues still need to be solved, such as articulation among sectors of society, generation of technical products for society, provision of State’s annual budget laws, integration with land territorial management policies, identification and mitigation of conflicts throughout the territory and its uses, foster public participation, integration between the technical teams and public spheres, and guidance on environmental licensing processes by the states. Finally, it is proposed that the discussion be brought to the social actors involved with the coastal management theme, seeking to optimized efforts and financial, material and human resources, aiming for greater effectiveness of what really matters: the sustainable development of the coastal zone in Brazil.