The article comprehensively analyzes the attitudes of pharmaceutical workers to own labels (OLs) of pharmacy chains, identifies motivation and demotivation factors in promotion of OLs, and assesses the relevance of OLs by product categories and ethics of established sales practices. As a result of an anonymous survey of pharmaceutical workers, a  rating was formed on the relevance of presenting OLs in various product categories of the pharmacy range. Barriers, motivators for promotion for pharmaceutical workers when working with OLs, and tools for building customer trust when choosing OLs have been identified. The phenomenon of systemic cognitive dissonance has been established. According to it, professional doubts are suppressed by financial incentives, which looks like a conflict of interests. A model of transition from bonus promotion to an expert-oriented system is proposed.