In areas such as food safety and automobile standards, rigid, proscriptive EU standards have stifled innovation, and impeded U.S. exports. The so-called precautionary principle in the European regulatory rules in particular has been a problem. Many attribute the support for Brexit in the U.K. to frustration with this imposition of such extensive rulemaking from Brussels. Given that sensitivity there should be opportunities for the U.S. and the U.K. to fashion effective but trade promoting approaches to standards and regulation in heavily traded goods.