The European Union (EU) is an incomparable actor in international relations. Due to its unique nature, many academics have attempted to define and establish a typology to describe how the EU acts...Show moreThe European Union (EU) is an incomparable actor in international relations. Due to its unique nature, many academics have attempted to define and establish a typology to describe how the EU acts at the world stage. One of the EU’s stronger tools to influence its surrounding countries is its market. Through the carrot of market access and stick of market exclusion, the EU is able to pursue a foreign affairs agenda. This study focusses on the discourse between the EU and its southern neighbour, Morocco, regarding the inclusion of non-trade issues (NTI) in trade agreements. The analysis traces the development of NTIs, by exploring and comparing their role in the two trade deals that have been concluded in the broader context of EU-Morocco relations. The discourse between EU officials and the Moroccan Kingdom is analysed to identify the frame that was employed vis-à-vis NTIs. The analysis demonstrates that both the EU and Morocco employ NTIs. However, the instrumentalisation of NTIs has also proven to be flexible, as they are employed to achieve divergent objectives. On the one hand, the EU portrays itself as a benign organisation that is willing to assist Morocco in its development. On the other hand, Morocco has demonstrated that it drives a hard bargain, as it employs a more business-like discourse in its relationship with the EU than the EU.Show less