Thin films of WO3 were prepared by surfactant assisted spray pyrolysis on F-doped SnO2 (FTO) conductive glass by using hexadecyltrimethylammonium bromide (HTAB) and polyethylene glycol (PEG400):HTAB as growth controlling agents. The surface tension of the spraying solutions was experimentally evaluated and was correlated with the deposition processes (nucleation and growth) of very smooth and homogenous films. The effect of the surfactant, alone and associated with PEG, on the structure (XRD), morphology (AFM), surface composition (XPS), FTIR and hydrophilicity (contact angle) were investigated and their influence on the electrochromic activity was discussed. Using surfactants and PEG, the coloration efficiency, transmission modulation and cycling stability of the WO3 thin films can be enhanced. (C) 2013 Elsevier B.V. All rights reserved.