EU regulators will begin seeking public feedback from interested parties on a proposal to overhaul merger rules from Thursday. The proposal is the first in over two decades and has raised expectations among companies for looser rules. The revised rules aim to make it easier for companies in Europe to build scale through cross-border acquisitions instead of national deals. However, this is likely to be a tough sell for regulators focused on consumer harm and reduced competition. The changes will also allow companies to argue about the benefits of innovation, sustainability, resilience, and employment.