This study reports, for the first time in literature, the electrochemical reforming of ethanol-water solutions for pure H-2 production in a PEM electrolysis cell. Hence a bimetallic 40% Pt - 20% Ru carbon based anode and a 20% Pt carbon based cathode were used. The influence of different parameters on the performance of the system for H-2 production was studied: applied potential, ethanol feeding concentration, temperature and long working operation times. In addition, the deactivation process observed on the system for long working times was evaluated and discussed in conjunction with a possible regeneration procedure in view of its further practical development. The observed deactivation was attributed to a strong chemisorption of reaction intermediates on the anodic catalyst which could be partially attenuated under the application of higher potentials, which would lead to the oxidation of the adsorbed intermediates. Copyright (C) 2012, Hydrogen Energy Publications, LLC. Published by Elsevier Ltd. All rights reserved.