Preventing Minimum Advertised Price Policy Violations

Law360, New York (June 2, 2016, 11:52 AM EDT) -- Whitney C. Gibson

Kenneth J. Rubin

Daren S. Garcia Minimum advertised price, or "MAP," policies, are important policies under which manufacturers inform authorized retailers about the manufacturer's view of the minimum price at which a retailer can advertise products. These policies are often established for internet sales, such as on

A properly drafted MAP policy is not an agreement between a manufacturer and retailer, but rather it informs a retailer that chooses to advertise below a manufacturer's MAP that the manufacturer can (and likely will) take action against that retailer. MAP policies only apply to advertised prices; resellers remain free...

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