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This article discusses the framework of the European Union (EU) prohibition on anti-competitive behaviour in the context of benefits and risks to actors within its air transport market. The significance of third countries endorsing variant regulatory frameworks as the EU begs the question of what constitutes ‘fair competition’. The lack of a universal meaning of this concept may be an opportunity for the EU to lead a discussion in reaching a global approach to ‘fair competition’ in line with the foundations of its internal framework while also appealing to the wider, international, industry. The recent initialling of a comprehensive air services agreement between Qatar and the EU provides discussion on a proactive way forward for reconciling EU competition policy to the approaches among the external air transport market. Ultimately, this article considers whether the EU’s model of promoting competition is fit for a global air transport market and whether or not there may be another approach to bring about a cohesive playing field not only within Europe but among the international air transport market worldwide.