The expression multifunctionality has synthesized the interest shown in themes such as food safety, production and sustainability. In the International literature, the concept of multifunctionality does not have had an unequivocal meaning. In the European Union documents, the acknowledging of multifunctionality has been assimilated with the “European Agricultural Model”. In the course of the years, this Model has addressed the rural policies of the European Union. According to the EU rural policy, this paper proposes an analysis of the main strategic choices in the field of multifunctionality in the Italian regions outlined in Objective 1. This study also proposes to evaluate the sustainability of the different measures considered in regional rural policies. Multifunctionality and sustainability could have different meanings and that somewhat multifunctional measures aimed at production, not always have positive effects on the environment. This study emphasises a strong regional interest for measures defined as traditional policies, not sustainable as well as concerned the environment. Above all, in this context, the main type of measure for the rural development has concerned Investment in agricultural holdings. That has meant an increase in the use of plant protection products; it could become a model of intensive agriculture, which, of course, is not sustainable in environmental terms.