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The article is aimed at generalizing the results of establishing the free trade zone between Ukraine and the EU in 2016, and developing measures to improve the system of non-tariff regulation of foreign trade activities. The substance, objectives, and tools of the non-tariff regulation of foreign trade activity, as used in the EU and in Ukraine, were considered. The major attention was paid to the tariff quotas for Ukraine in the terms of the free-trade zone with the European Union. The tariff quotas for different goods were analyzed from the view of their adequacy and uniformity of use. Reasons for partial use or non-use of the tariff quotas were identified. Issues of effectiveness of implementation of the restrictive function of tariff quotas, as well as their influence on Ukrainian exporters, were considered. A comparative characterization of the tariff quotas, which were applied within the terms of the free trade zone for Ukraine and for the EU, was carried out. The article specifies the necessity for compliance by Ukraine with technical reglaments, environmental regulations, sanitary and phyto-sanitary measures, marketing standards. The major obstacles to the Ukrainian products’ entering the European markets were identified.