The L’Oréal principle: How the EU leverages its single market for its trade policy objectives

Products of the skincare company L’Oréal have been marketed over the years using the self-reassuring tag line “because you’re worth it”. The EU has recently launched a new line of trade policy instruments, that seems to imbibe the lesson of the same tag line. These instruments offer protection against coercive trade practices by non-EU countries, while ensuring a level playing field for the EU. But more than that, these instruments reinforce the idea that the EU ‘is worth it’ by leveraging the importance of the EU single market in global trade.

Source ecipe.org

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