Although interference in the competitive mechanism is a fact of economic reality, the controversy around free and regulated competition does not subside. In contrast to opposing these forms of competition to each other, the author views them as ensuring re-creation of competitive relations at qualitatively different stages of competition development. Based on the reproduction approach, the objective nature of these forms’ existence is revealed, and the reasons for transition from free to regulated competition are shown. Free competition is interpreted as a way of the competitors selection mechanism, acting without regard to position occupied by competitors in the market. Regulated competition is characterised by external interference, carried out by influencing the mechanism and results of the competitive process, in competitive selection. Considering free and regulated competition as a means of maintaining the competitive principle and restoring rivalry relationships, the author concludes that each form reflects the specifics of the implementation of this principle at different stages of the competitive system development. At the same time, the transition from free competition to its regulated form is interpreted as a way of resolving the internal contradiction within the competition, and at the same time as an evidence of its evolution. This interpretation is not only of theoretical significance related to justification of the need to regulate competition. It is a methodological key to determine areas and boundaries of intervention in the competitive process for competitive policy. The current stage of competition development is characterised by a high rate of change, ultimate and unpredictable, and requires a transition to new regulatory measures affecting the competitive principle itself. The study of this side of regulated competition seems to be the most promising. This article focuses on the subjective side of macrocompetition represented by institutions (antitrust laws) and actors (rivals and regulators). However, the evolution of competitive conditions and competitors also change the content of the competitive principle. This requires regulation of competition from within.