Shedding light on flavour symmetries with rare decays of quarks and leptons

The impact of rare lepton decays ($\mu \to e \gamma$, $\tau \to \mu \gamma$, >...) and rare $B$ and $K$ decays ($B\to \ell^+\ell^-$, $B\to \ell\nu$, $K\to \pi \nu\nu$, $K\to\ell\nu$, ...) in probing the existence of an underlying flavour symmetry is reviewd. Particualar emphasis is deveoted to the connections between quark and lepton flavour strucutres, in the context of generic effective field theory approach to physics beyond the SM.