Crying is a common response to emotional distress that elicits support from the environment. People may regulate another’s crying in several ways, such as by providing socio-affective support (e.g. comforting) or cognitive support (e.g. reappraisal), or by trying to emotionally disengage the other by suppression or distraction. We examined whether people adapt their interpersonal emotion regulation strategies to the situational context, by manipulating the regulatory demand of the situation in which someone is crying. Participants watched a video of a crying man and provided support by recording a video message. We hypothesised that when immediate down-regulation was required (i.e. high regulatory demand), participants would provide lower levels of socio-affective and cognitive support, and instead distract the crying person or encourage them to suppress their emotions, compared to when there is no such urgency (i.e. low regulatory demand). As predicted, both self-reported and behavioural responses indicated that high (as compared to low) regulatory demand led to a reduction in socio-affective support provision, and a strong increase in suppression and distraction. Cognitive support provision, however, was unaffected by regulatory demand. When the context required more immediate down-regulation, participants thus employed more regulation strategies aimed at disengaging from the emotional experience. This study provides a first step in showing that people take the context into account when attempting to regulate others’ emotions.