If it exists...
If it exists it must be regulated. This is the mantra of the EU commission.
For any and all of the benefits of an integrated economic and cultural zone, the over-regulation and bureaucratic-to-a-fault nature of the EU machine are the actual reason a lot of people did want to leave the EU.
With the lumbering great giant nature of the institution now it's basically incapable of doing anything meaningful and pretty much looks to things like this to justify it massive expense, leaving many people wondering how it can achieve anything other than to endlessly regulate things out of existence.