Many studies have been carried on the effect of trade preferences, in particular from the viewpoint of lesser developed countries. There has been little focus on the importer, who has to consider their business strategy and the risk of non-compliance of legislation before obtaining preferences. One of the main issues is compliance with the country of origin rule by an importer wishing to access preferential tariffs. The chapter provides an insight into the issues facing importers and considers whether the preferences are being used to their full potential. It raises the question: Are importers choosing not to use the reduction of import tariffs in relation to preference due to its complexity? This study was carried out to highlight importers’ issues by interviewing senior management of eight European companies in relation to their approach to generalised system of preference (GSP). The results provide an interesting evaluation of the importers’ many dilemmas when choosing to use trade preferences.

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