What distinguishes the Transatlantic Trade and Investment Partnership (TTIP) from EU’s previous free trade agreements is that its focus is not so much on elimination of tariffs, but rather on reduction of regulatory barriers to trade. The system of regulatory cooperation, which the TTIP entails, is meant to achieve and sustain regulatory convergence between the parties, creating a “living agreement”, flexible to expand to new areas and adjustable to future regulatory developments.

During the last decade, European Union has undertaken a range of measures aiming at prevention and control of Non-Communicable Diseases (NCDs). Regulation of the so called ‘lifestyle risks’ is, however, not uncontroversial.