The idea here is to eliminate or reduce all Technical Barriers to Trade (TBT).
TBTs exist in all sectors of the economy to ensure ppl's protection such as: 
Standards include:
In many areas thes standards can and should be aligned.
When exporting, all products subject to differing standards have to pass a so-called "conformity assessment procedure" involving:
  • Product testing
  • Inspection
  • Certification
This step could be avoided with common certifications and standards + instead of automatic Inspections, some ad-hoc random inspections could be conducted to check the legitimacy of labels
 
Thus EU goals are:
  • Foster the ability to use international standards
  • Eliminate unnecessarw duplicative
  • Ensure easy access to information on regulation and standards
  • More cooperation and transparency in EU and US regulation basis