“A professor of mine once distilled all of corporate law into four simple words: Don’t be a pig,” said Clay Hough, IDFA senior group vice president, in his column published today in Politico.

“Europeans negotiating a free trade deal with the U.S. aren’t heeding that sound advice,” he continued, noting that the European Union is trying to win more market share by attempting to claim sole rights to common cheese names that have been used in the United States for decades.

Hough warned that the fate of the Transatlantic Trade and Investment Partnership may rest on this one issue.