Regulatory policies applied to traditional energy systems are not sufficient when considering smart grids’ new requirements such as distributed and decentralised coordination. New management techniques are needed in order to shape consumers conducts by prohibiting, sanctioning or incentivising specific behaviours leading to more efficient utilisation of resources. This paper discusses the possibility of regulating demand in smart grids by the application of processes reflecting the utilisation of norms and incentives in order to better adjust supply to demand. Thus we consider this soft-control policy based on the business layer rather than traditional control for cyber-physical systems. The Business Process Modelling (BPM) approach will make easier the design, management and observation of the norms and incentives as flexible artefacts, highlighting decision and coordination processes.