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For decades, confident in the attractiveness of its internal market and proud of its values, Europe has positioned itself as a champion of inclusive, responsible and sustainable regulation. For many policymakers, as well as civil society and even industry players, regulatory frameworks were seen as desirable not only for European citizens, but also for those in the rest of the world. The idea was that sooner or later the European example would be followed, either because foreign governments wanted to implement tried and tested solutions or because transnational companies had an interest in complying with the strictest framework, as long as it was unified. This was referred to as the ‘Brussels Effect’.