Dealing with them as part of a broad-based tariff reduction exercise using request-offer or other negotiating approaches should facilitate cross-product and cross-sector trade-offs. The reason for this is compelling. Most NTMs are implemented with legitimate objectives or concerns of public policy in mind (e.g. technical regulations, sanitary standards or safety and health requirements). Here the challenge is to move towards a more harmonized approach to non-border regulation through the elaboration of rules that acknowledge the legitimacy of government intervention while seeking to minimise negative trade effects.