Negotiations on an historic trade deal between the European Union and the United States are losing momentum and must be revived. The Transatlantic Trade and Investment Partnership, or TTIP, is the most ambitious trade and investment pact ever attempted and an opportunity to revitalise the relationship between Europe and the US. As the EU and US combined account for nearly half of world GDP, the potential gains from such a deal could be substantial - as much as GBP100bn a year to the EU and GBP80bn to the US according to some estimates. While getting rid of the remaining tariffs on transatlantic trade is important, some 80 per cent of the potential gains will be derived from the removal of non-tariff barriers, a point of particular significance for SMEs. A successful TTIP will be of benefit to the rest of the world by stimulating world trade in general and encouraging progress on other multilateral trade initiatives, including encouraging China’s participation. TTIP should also not be a closed shop and that there should be provision to allow third countries to participate. But without more political impetus from Washington and the big EU member states and without a concerted campaign to make the public in all the countries involved more aware of the potential benefits, the opportunity could be lost. If that happens the EU and the US are unlikely to be in the same position of influence in the world economy next time around