Critical two-point correlation functions in the continuous and lattice phi^4 models with scalar order parameter phi are considered. We show by different non-perturbative methods that the critical correlation functions <phi^n(0) phi^m(x)> are proportional to <phi(0) phi(x)> at |x| --> infinity for any positive odd integers n and m. We investigate how our results and some other results for well-defined models can be related to the conformal field theory (CFT), considered by Rychkov and Tan, and reveal some problems here. We find this CFT to be rather formal, as it is based on an ill-defined model. Moreover, we find it very unlikely that the used there equation of motion really holds from the point of view of statistical physics.