The rheology problems of non-Newtonian oil, accompanied by the physical phenomena of formation and destruction of coagulation structures and aggregates, significantly affecting the flow are considered and analyzed. Also are considered issues of hydrodynamic interaction of particles leading to the formation of disordered structures, which significantly change the rheological properties of non-Newtonian oil. It has been noted that the formation of coagulation structures depends on energy dissipation, viscosity, stress or shear rate, and the size of the particles forming the structure. With increasing asphalt-resin content in the oil, the probability of particle collision increases, increasing the rate of formation of various disordered structures up to a framework that nullifies the rate of oil flow. Applied problems of rheology, including dissolution kinetics of asphalt-resinous substances in aromatic hydrocarbons and improving rheological properties of the oil, rheology of structured non-Newtonian oils in gas lift method of production, as well as possible ways to create new technologies for processing non-Newtonian oils were considered.