Abstract It is now a common understanding that trade competition regime is very important to bring economic efficiency, consumer welfare, innovation, development and growth. Accordingly, Ethiopia reinstated the competition regime after 1991 up on the end of command economy that was practiced for 17 years. Currently, the country’s policy documents and competition legislations manifest its commitment towards free market economy despite the fact that the development of competition law and enforcement is at its infant stage. Low level of development of competition regime is attributed to absence of competition culture and weak competition enforcement by authority as well as deficient legal frame work. Moreover, the Ethiopian market is characterized by extensive government intervention in the market without sound justifications through the means of regulatory and administrative measures under taken by agencies at all level of government. Hence, it is vital to intervene in the process in order to protect the market from anticompetitive practices resulted from uncompetitive market behaviour and structure. As the roots of these problems are government induced policies and laws as well as private motivated practices the usual means of addressing this objective is competition advocacy; to shape the behaviour of government regulation and private practices towards competitive friendly measures and behaviours. In line with this argument, this study seeks to examine, place of competition advocacy in Ethiopia’s competition legal framework and the trade competition and consumer protection authority’s commitment towards this function in the country within the existed legal framework. More specifically, the appropriateness of organizational set up of the competition authority in discharging the function and better organizational and legal set up to discharge competition advocacy in Ethiopia is analyzed. Therefore, the study concludes that the Ethiopian competition legal frame work is not line with the proper function of competition advocacy specially in respect of empowering the competition authority to persuade regulatory agencies to consider values of competition in their actions. Moreover, the paper argues that the authority should reinforce its practice of advocacy in both areas of public awareness and counseling regulatory organs.