Rational pollution, or the effectiveness of natural attenuation assessments based upon estimating the degree of contamination, critically depends on the basis of a sound normalization to take into account heterogeneous sedimentary environments. By normalizing the measured contaminant concentration patterns for the sediment characteristics, the inherent variability can be reduced and so allow a more meaningful assessment of both the spatial distributions and the temporal trends. A brief overview and guidance in the methodology available for choosing an appropriate site-specific normalization approach is presented. This is followed by general recommendations with respect to the choice of normalizer and the necessary geochemical and statistical quality assurance methods, with support from the results of recent international intercomparison exercises within the QUASH (Quality Assurance of Sample Handling) programme, as well as discussions within the International Commission on the Exploration of the Sea (ICES) working groups. The most important of these recommendations is the use of a two-tiered normalization approach including wet sieving (<63 microm), followed by an additional geochemical co-factor normalization.