Who this applies to#
- MAP applies only where a supplier has set an advertised-price policy for its resellers
What MAP requires#
- Separate a unilateral supplier policy from an agreement among competitors or resellers
Shopify
A merchant still controls storefront price fields, but supplier agreements and applicable law govern what may be advertised
What this does not require#
- MAP does not mean MSRP and does not define the product's cost or margin
Common mistakes#
- Using MAP and MSRP interchangeably
- Assuming advertised price and final sale price are always the same
MAP checklist#
- Read the supplier policy
- Identify what counts as advertising
- Separate advertised and transaction prices
- Get legal advice for disputes