Automated driving systems (ADSs) are growing exponentially as one of the most promising AI applications. ADSs promise to transform ways in which people commute and connect with one another, altering the conventional division of labor, social interactions, and provision of services. Regulatory issues such as testing and safety, cybersecurity, connectivity, liability, and insurance are driving governments to establish comprehensive and consistent policy frameworks. Of key importance is ADSs’ ethical challenges. How to align ADS development with fundamental ethical principles embedded in a society remains a difficult question. The “Trolley Problem” aptly demonstrates such tension. While it seems essential to have rules and standards reflecting local values and contexts, potential conflicts and duplication may have serious trade implications in terms of how ADS is designed, manufactured, distributed, serviced, and driven across borders. This chapter examines the multifaceted, complex regulatory issues related to ADS and uses the most controversial, ethical dimension to analyze the tensions between the protection of public morals and trade secrets under the WTO. It unpacks three levels of challenges that may translate into a regulatory dilemma in light of WTO members’ rights and obligations under GATT, TBT Agreement, and the TRIPS Agreement and identifies possible venues of reconfiguration.