This study assesses the existing initiatives of the Ukrainian government in the field of regulation of standardization and certification, related to the implementation of the EU-Ukraine Association Agreement, and the adaptation of Ukrainian legislation to European standards. The study intends to identify the challenges that may create barriers for Ukrainian businesses in this area and to determine the areas and prospects of the politically motivated regulation related to their overcoming. Considering the evolution of regulation in the relevant area in Ukraine, the study gives grounds to assert that in recent years the government has made significant efforts in adapting national standards of a technical regulation to the EU legislation, which are related to simplification of standardization and certification procedures and access to both EU and Ukrainian markets. In practical terms, this study is of interest not only to lawyers but also for all businesses focusing both on European and Ukrainian markets.