A policy set by manufacturers dictating the lowest price at which retailers are allowed to advertise a product to the public.
A MAP policy is designed to prevent price wars that can devalue a brand’s products and ensure that all retailers have the opportunity to earn a reasonable profit margin. While MAP restrictions apply only to advertised prices, retailers have the discretion to sell products at lower prices directly in-store or through unadvertised promotions. The enforcement of MAP policies helps maintain brand integrity and price consistency across different sales channels.