The article gives a review of up-to-date scientific directions and showcasing solutions regarding customs protection of rights to the objects of intellectual property. Based on the analysis of primary data provided by the Federal Customs Service of the Russian Federation upon official requests, the author substantiates the relevance and necessity of restoring conditions for price-based competition in customs control of goods containing intellectual property objects. By using the method of induction, the author proves a hypothesis that two goods similar to consumer properties cannot have the same customs value in case if one of them is marked with a well-known trademark. The technique of building value risk profiles, taking into account the content of a particular intellectual property object in the goods moved, is proposed. The article provides several private ways to apply the risk management system to restore the conditions for price-based competition in the customs control of goods containing intellectual property objects, as well as puts forward a method how to improve the algorithm of formatted-logical verification when receiving a declaration for goods for automatic rejection of declarations known to be false. The assessment of possible benefits to be derived from implementation of the technique proposed is made. © 2019, Springer Nature Switzerland AG.