Minimum Advertised Price is an agreement between suppliers and retailers stipulating the lowest price an item is allowed to be advertised at. If you’ve ever tried to shop around and keep nosing up against the same number, you may have just discovered that good’s MAP. This is why sometimes you see signs that say “price too low to advertise!” Or why when shopping online, sometimes the price doesn’t show up until further in the transaction process. Retailers can incur sizable fines and/or penalties from their suppliers for violating MAP contracts.

MAPs skirt closely to price-fixing, which was, up until recently, illegal.

Minimum Advertised Price [About]
(Photo: Ben Popken)

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