Tariffs are already quite low and it wouldn't make much of a difference (between some companies, like the US and Europe). Regulations just have become the more

Tariffs are already quite low and it wouldn't make much of a difference (between some companies, like the US and Europe). Regulations just have become the more important factor hampering trade and thus have to be a focus of trade agreements if you actually want to increase trade. In a few cases, countries do use regulation as tool for protectionism (the french do fun things to keep german trains out of France). In other cases, consumer preferences lead to different regulations, like Europeans hating GMO. And then there's Phillip Morris suing Australia and Bolivia for trademark infringement, because they require shock images on cigarette cartons...