"The more problematic side of myriad different PTAs is that they create a hodgepodge of different regulations, standards and norms that can evolve into serious non-tariff barriers," said Keith Rockwell, chief spokesman at the Geneva-based WTO. He said it was too early to say what the impact of an EU-U.S. deal would be. U.S. and EU officials countered the criticism by saying their deal would set global standards for the world to follow in lowering a wider range of trade barriers.
However, creating jobs and economic growth on either side of the North Atlantic provide the main rationale for their alliance, given both economies are struggling to break free from almost five years of downturns and stunted recovery as well as increasing competition from China and other emerging economies.
The deal has support at the highest level, give an name check by Obama in his speech to Congress on Tuesday and cast as a central pillar of Britain's presidency of the G8 this year.
Under an agreed outline for the deal, the two sides expect it to add 0.5 percent to the EU economy and 0.4 percent to the U.S. economy by 2027, or 86 billion euros ($116 billion) a year for the Europeans and 65 billion euros for the Americans.
But EU Trade Commissioner Karel De Gucht has warned that the talks will be tough, with no "low hanging fruit". Import tariffs between the two are already not high - an average of 4 percent.
Negotiations will focus on harmonizing standards, from car seat belts to household cleaning products, and regulations governing services. These help ensure exporters can compete.
But fleshing out the negotiating plans could cause friction - last year it took EU trade ministers four months to persuade the European car industry to let Brussels officials talk to Japan about creating a similar free-trade pact.
AGRICULTURAL MUD
One of the key sticking points is likely to be agriculture, even though the deal will not tackle the politically poisonous issue of farm subsidies. When a Transatlantic trade deal was mooted in 1998, it was shot down by France, which feared Europe could be forced into too many concessions on farm trade.
"There is a reason we have not launched an effort of this nature in the past, because of some of these historic difficult issues that have frustrated our ambition," said U.S. Trade Representative Ron Kirk.
Leaders' fears of prolonged slump, however, may help a deal. Froman at the White House said the United States now believed "the stars could well be aligned, given developments on both sides of the Atlantic for us to resolve issues that we've never been able to resolve before".
Washington has long been frustrated by EU restrictions on U.S. farm produce, such as foodstuffs made with genetically modified organisms (GMOs), poultry treated with chlorine washes and meat from animals fed with the growth stimulant ractopamine.
In an early sign of EU reticence, Barroso said the negotiations would not compromise consumer health. "We will not negotiate changes that we do not want of the basic rules on either side, be it on hormones or GMOs," he said.
French Trade Minister Nicole Bricq said she would back a deal if it benefited France, long a vocal defender of its agricultural interests: "I will ensure that French interests are heard," she said.
Kirk said everything was on the table, "including all across the agricultural sector, whether it's GMOs or other issues". Froman said agricultural issues were not being put off but would be resolved before and during the main negotiation.
Another thorny issue that is unlikely to be resolved directly by the EU-U.S. negotiation is the battle over subsidies for Europe's Airbus and Boeing of the United States, the biggest and longest-running dispute in the WTO's history. But it could improve the mood and help usher in a settlement in the aircraft dispute.
Brussels has been negotiating possible free-trade agreements with more than 80 other countries, with some successes, such as a recent deal set to be struck with Singapore. But some talks, such as those with India, show no signs of ending. Talks with Canada since 2009 have also failed to settle differences over agriculture, intellectual property and public procurement.
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