The Transatlantic Trade and Investment Partnership (TTIP) has attracted increasing controversy, particularly in Europe. The TTIP is a trade agreement under negotiation between the United States and the European Union, and affects three main areas: market access, specific regulation, and broader rules and principles and modes of co-operation. The aims therefore go well beyond simply eliminating trade tariffs (which are already fairly low), with harmonisation of regulations and business approaches also in the scope of the agreement.