This paper investigates the moral distinctions between private brands (or private labels) and national brands within the context of economic, sustainability and innovation impacts. Private brands, owned and controlled by retailers, increasingly dominate the market, raising ethical concerns. Key areas of analysis include economic effects on consumers and producers, sustainability practices and the ethical implications of innovation and image copying. The findings suggest that private brands are morally inferior to national brands due to their detrimental impact on sustainability and innovation. The paper concludes with proposed political interventions aimed at mitigating these ethical issues, highlighting the need for more stringent regulations to ensure fair practices and enhance sustainability within the industry.