The Lisbon Treaty amended the EU’s foundational documents to include several commitments regarding the global promotion of human rights, democracy, the rule of law, and other values, in all the EU’s “relations with the wider world”. These provisions, which have been described as giving rise to an emerging ‘missionary principle’, are not merely hortatory, but have been recognised by the judicial and political branches of the EU as having normative content. Specifically, they appear to be productive of legal obligations with respect to persons in third countries whose economic, social, and cultural rights may be threatened by the EU’s economic policies. This note understands the provisions and their interpretation in the Case C-366/10 Air Transport Association of America (ATAA) judgement as meaning that the content of the missionary principle is not, as has been argued, a straightforward obligation of compliance by the EU with obligations under treaty and customary international law. Instead, it requires the pursuit of ‘values’, only one of which is the creation of an international legal order committed to compliance with international law, which has to be pursued alongside an imperative to spread human rights, democracy, and the rule of law. Importantly, though they are universal in nature and inspired by human rights norms, they are the EU’s own values. It then follows that the scope of the missionary principle falls to be measured not under principles of international human rights jurisdiction, which demarcate the space within which States and International Organisations (IOs) have international obligations, but under the rules of jurisdiction under general international law, which demarcate the space within which States and IOs may pursue domestic competences. The picture is made even more interesting as a result of the peculiar notion of jurisdiction displayed by the Court of Justice (CJEU) in ATAA, and complicated further still by the fact that this permission is transformed into a requirement by the EU internal legal principle of consistency. Finally, in an attempt to explore the theoretical underpinnings of the missionary principle in political theory, I will compare and contrast Kantian theories and the concept of “sovereign trusteeship” recently advanced by Eyal Benvenisti.