But I'm really a multilateral kind of guy

That's why this just brings a smile to my face - Government kills food ads as ‘too British’:

A £1m campaign to promote quality food has been scrapped after the government refused to support it, claiming a picture of Jersey cows in rolling green fields was “too British” and thus broke European regulations.

One photograph, headlined One Day with Daisy, was deemed to be too obviously of a British landscape and thus risked breaching articles 20 and 28 of the Treaty of Rome, designed to curb illegal state subsidies.

Should have used a snap of a mound of Daisy byproducts. That would provide the proper Euro atmosphere.