It is determined in the article that the promotion of the “Buy National” policy is of a protectionist nature and often may not comply with international trade rules, including within the framework of integration associations. It was determined that this approach of the states participating in integration associations (the EAEU is no exception) is a certain brake on the development of integration processes. As a result of the analysis of studies on this issue, it was revealed that consumers in certain countries support the policy “Buy national, but their purchasing habits are not fundamentally changed. The study analyzes individual ways of using the Buy National campaigns in the countries of the European Union and the Eurasian Economic Union and shows that countries are actively using this policy, explaining these measures by supporting the national economy, but such actions threaten the development of integration. Based on the results obtained, possible recommendations for cooperation of the EAEU member states have been developed for an equal representation of goods from the five countries in retail facilities. In particular, it was proposed to develop and adopt a model code of good practices for retail chains as norms of "soft" law, enshrining in it the principle of non-discrimination towards goods from the EAEU member states.