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Whereas many regard economic globalization as a playing field without rules, we are actually seeing increased weight being lent to norms of all kinds (technical, commercial, environmental etc.) and these, over time, are becoming crucially important. It has thus become essential for the leading states in the global economy to win the battle over norms and standards, in order to facilitate market access for their companies. The United States has dominated this battle for many years, imposing its standards on the rest of the world, and China is now actively working to occupy that ground. But the European Union is not far behind since, thanks to its highly desirable market, it is capable of imposing its own rules, argues Jean-François Drevet.Thanks to that highly regulated single market, the European Union, with no special coercion or negotiation, steers companies towards following its rules in their own economic interests. This column shows how that normative influence — the ‘Brussels effect’ — is exercized; it represents an undeniable asset for the member states and raises the question of how it might be used for political ends (human rights, democracy etc.).