Also known as: minimum advertised prices · MAP · minimum advertised pricing
Written by attorneys · grounded in primary & secondary sources — see below
A supplier-imposed restraint that prohibits retailers from advertising the supplier's product below a specified price. The policy limits intrabrand price competition among downstream dealers without necessarily eliminating all discounting options.
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Mirage Hotels imposes a minimum advertised price on its retailers for room rates. When Maxwell Manufacturing advertises rooms below the MAP on its website, Mirage Hotels terminates the supply agreement. The policy limits price competition without eliminating all discounting options.
Monarch Pharmaceuticals announces a MAP for its drugs. Musa Mensah, a retailer, advertises at a lower price using a price too low to quote tactic. Monarch continues the relationship because the advertisement does not violate the policy's terms.
No. Retailers can still advertise using phrases like price too low to quote or convey bargains without stating the price.
Supporting sources