Summary Failure of individuals to voluntarily observe regulations and recommendations around mitigating COVID-19 (e.g. social distancing; frequent handwashing) is often cited as a reason why some countries struggled to curtail the spread of the virus. Understanding the factors that are associated with people’s willingness to comply with COVID-19 regulations and recommendations is an important step in helping policy makers and health officials reduce the impact of this (and future) pandemics. In the current study we examined this question in one of the countries hardest hit by the pandemic: Spain. A large, representative survey (N = 2100) revealed that several factors were positively associated with willingness to comply to COVID-19 regulations and recommendations. In decreasing order of predictive value, these were: (i) perceptions of whether friends and family were complying (i.e. norms), (ii) trust in science as a basis for lawmaking, (iii) perceived effectiveness of regulations and (iv) perception of risk of infection. These results point to the importance of influencing social norms as the primary way to improve adherence to the health regulations of COVID-19; more important than intrapsychic considerations such as efficacy and risk.