Let F, E ⊆ R 2 be two self similar sets. First, assuming F is generated by an IFS Φ with strong separation, we characterize the affine maps g : R 2 → R 2 such that g(F ) ⊆ F . Our analysis depends on the cardinality of the group G Φ generated by the orthogonal parts of the similarities in Φ. When |G Φ | = ∞ we show that any such self embedding must be a similarity, and so (by the results of Elekes, Keleti and Máthé [9]) some power of its orthogonal part lies in G Φ . When |G Φ | < ∞ and Φ has a uniform contraction λ, we show that the linear part of any such embedding is diagonalizable, and the norm of each of its eigenvalues is a rational power of λ.We also study the existence and properties of affine maps g such that g(F ) ⊆ E, where E is generated by an IFS Ψ. In this direction, we provide more evidence for a Conjecture of Feng, Huang and Rao [16], that such an embedding exists only if the contraction ratios of the maps in Φ are algebraically dependent on the contraction ratios of the maps in Ψ. Furthermore, we show that, under some conditions, if |G Φ | = ∞ then |G Ψ | = ∞ and if |G Φ | < ∞ then |G Ψ | < ∞.