Gone are the days when tariff liberalization was the centre of the European Union’s Preferential Trade Agreements (EU PTAs). Instead, the current generation of EU PTAs manages trade from a regulatory perspective: they establish rules that apply to domestic measures. Significantly, EU PTAs deploy international standards rather than EU law to regulate trade, directly influencing the speed of regulatory convergence with its treaty partners. Though EU PTAs aim to boost trade through regulatory convergence, they also consider the specific conditions of the EU’s treaty partner. This article analyses this regulatory turn in the EU’s PTAs, its practice and its consequences regarding trade and sustainable development. © The Author(s) 2023. Published by Oxford University Press. All rights reserved.