Each country can tailor its BITs to provide the level of investment protection it wants, and it isn't tied to other countries' preferences as would happen in a multilateral agreement. Moreover, BITS allow nations to ensure that certain sectors and development objectives are protected and national laws, regulations, and practices. Thus, the US can ensure that foreigners don't control its defense industry, France can ensure that its culture remains uniquely French rather then a mirror image of the US, and smaller countries have leverage when negotiating against bigger, richer nations.
But despite the growing number and successful track record of such BITs, some policymakers and business leaders still believe that the world needs an international system of investment rules within the international trade regime. They stress that because trade and investment are linked in the real world, the system of rules that governs trade must also govern investment. And they argue that the WTO is the right place for these rules, because it already includes investment agreements negotiated during the Uruguay Round of the GATT from 1986-1993. One such agreement prohibits trade related investment measures, such as local content requirements. Moreover, the General Agreement on Trade in Services includes rules governing foreign investment in services. Yet each of these investment agreements is designed to do one thing, to ensure that trade is promoted. They are not designed to govern international investment per se.
In 1996, under pressure from Japan and several European nations, members of the WTO agreed at the Singapore Ministerial to undertake exploratory and analytical work on investment. But many developing countries also insisted that the members of the WTO must first decide by "explicit consensus" whether or not to include investment and then decide when such negotiations should begin. Explicit consensus is a term that has no meaning for WTO members. Not surprisingly, when WTO members again met in 2001 in Doha, Qatar, they provided no guidance on what negotiators should do if they could not find a consensus on the scope and timetable of such negotiations.