Minimum Advertised Pricing

The Minimum Advertised Price is the lowest price a retailer can advertise the product for sale, online or anywhere in print. Manufacturers issue written MAP policies to ensure all retailers compete fairly and evenly on service instead of price. Retailers are responsible for knowing MAP policies and adhering to them. Manufacturers should create and enforce MAP policies to protect their brand’s value.


Do you set a Minimum Advertised Price on your products?

If so, you should have a written policy.

Send your written policy to Wendy Lang, ATA’s senior manager of membership, and we’ll include it in our members-only resource library.

What if you don’t have a policy, or you want help monitoring how well retailers adhere to your policy?

If you don’t have a policy, or if you want help monitoring how well retailers adhere to your policy, the ATA can help. Enforcing a MAP policy is the only way to make it effective. We also know monitoring and enforcement takes lots of resources. Therefore, we’ve secured special discounts with firms that provide solutions for monitoring and enforcing MAP policies. These discounts are available only to ATA-member manufacturers.


It’s your responsibility to know and follow MAP policies. We’ve created a MAP library so you have convenient, exclusive access to these resources. Log into your account for more information.

View MAP Library

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