Self-control is a central aspect of free will. Because self-control is often described in terms of resisting temptations, research on the cognitive neuroscience of free will often focuses on mechanisms of top-down regulation. We argue that this obscures a crucial temporal dimension of free will: now-then regulation. We distinguish now-then regulation from top-down regulation, and situate now-then regulation within a broader account of temporally extended agency. In highlighting this temporal dimension of control, we aim to provide a more nuanced account of how motivation informs action over time, different kinds of regulatory processes underlying the planning and execution of action, and the temporal components of reasons-responsiveness.