Earth block masonry (EBM) has the potential to be reintegrated as an environmentally sound alternative to conventional masonry systems. However, applications with EBM are rare in highly industrialised contexts. Therefore, overcoming the obstacles impeding its entrance into mainstream construction is critical to enable upscaling. This study aims to identify the priority challenges of EBM in Western Europe. Literature on the barriers to upscale earth construction and EBM was reviewed and verified by interviewing earth block manufacturers in Belgium, France, Germany, and Switzerland. The challenges were grouped into six categories: technical, environmental, economic, sociological, political, and organisational. The data were analysed from a life cycle perspective in light of the transition to a circular built environment. The results show a discrepancy between research and practice to meet the current needs and ambitions of the manufacturers. Despite being largely unexplored, knowledge of end-of-life (EOL) scenarios may catalyse the upscaling of EBM. This outcome implies the importance of integrating the EOL phase in future studies on the barriers of EBM and matching research topics with the demands from practice following a multidisciplinary approach.