The European Union (EU) has historically sought to influence environmental policies of other countries through multilateral environmental agreements. Under its 7th Environmental Action Plan and Trade for All strategy it now seeks to extend its environmental policy projection through trade; its recent free trade agreements now contain chapters addressing environment and sustainable development. However, by adopting high environmental standards the EU can also advance its own economic interests suggesting an ambiguous motivation. The recent Korean, Japanese and Canadian FTAs and the Mercosur agreements are examined in order to place the extent of this environmental turn within the context of economic advantage. The finding is that while environmental protection provisions in these FTAs may have environmental benefits, they may also serve EU domestic economic interests. This motivation has implications for new FTA negotiations, such as those with New Zealand and Australia, and now the UK.