The Retail Stores (RS) sell two kind of products, those that bring their own brand (private label)and those with traditional leading brands of the market. Therefore, the RS compete with the producer of traditional brands and at the same time make deals with them to commercialize their products. This situation represents a potential conflict of interest specifically a moral hazard because the RS can take advantage and act in detriment of producers interests. The purpose of this dissertation is to propose how to handle this moral hazard from the point of view of competition law.