The EU protects its own markets, just like the other global power. You ascribe one-sided emotional intent to something that is a cut and dry centuries old geopolitical practise and is done by every single of the mentioned blocks (and in fact: by literally every country on earth). The EU has the right to regulate what happens within its borders in accordance to international law. Just because the EU is smaller, doesn't mean it has no right to play the same game.

Unless of course it is your world view that the perceived weaker side has to eat it all up and show gratitude afterwards. On a human scale that is like telling the bullied kid to shut up and accept the beatings, not widely considered an ethically sound position.