Alpha Foxtrot Minimum Advertised Price (MAP) Policy
Purpose
Alpha Foxtrot has established this Minimum Advertised Price (MAP) Policy to preserve the integrity of the Alpha Foxtrot brand, maintain fair competition among its authorized dealers and distributors, and support the perceived value of its products in the marketplace.
This policy outlines:
What constitutes a MAP violation
How violations are handled
The consequences for non-compliance
1. MAP Policy Enforcement
All authorized dealers and distributors must adhere strictly to Alpha Foxtrot’s established MAP guidelines. Advertising Alpha Foxtrot products below the specified MAP—regardless of platform or method—constitutes a policy violation.
Examples of MAP Violations Include:
Displaying a price below MAP on public websites or online marketplaces
Advertising below-MAP pricing in email promotions or digital advertisements
Using pop-ups, banners, or automated messaging to reveal below-MAP pricing
Revealing a below-MAP price after a product is added to a shopping cart (this includes “add to cart to see price” tactics)
Allowing checkout, coupon codes, or promotions that reduce the advertised price below MAP before the final transaction
Offering additional products, services, store credit, or other value-add incentives (e.g., “Buy X, get Y free” or “Free accessories with purchase”) that effectively reduce the net advertised price below MAP, unless explicitly approved in writing by Alpha Foxtrot
Note: In-cart pricing that appears below MAP at any point before checkout is a direct violation.
MAP compliance is required throughout the entire customer shopping experience, up to and including the point at which the customer initiates checkout.
2. Violation Procedures
If a dealer is found in violation of this policy, Alpha Foxtrot will follow a structured enforcement process:
First Violation
Dealer is contacted with details of the specific violation
Dealer must correct all non-compliant pricing within 24 hours
Second Violation
30-day Do Not Sell list.
Ongoing non-compliance may result in further penalties
Third Violation
Permanent Do Not Sell list.
Alpha Foxtrot reserves the right to modify or escalate enforcement actions based on the severity, frequency, or intent of the violation.
3. Communication and Compliance
All dealers are responsible for monitoring their own pricing practices, including those of any affiliates, subsidiaries, or third-party marketers.
Upon receiving notice of a violation, the dealer must:
Take immediate corrective action
4. No Waiver
Failure by Alpha Foxtrot to enforce any part of this policy at any time shall not be construed as a waiver of its right to enforce the policy in the future. Each violation will be reviewed and assessed independently.
5. Confidentiality
Dealers are prohibited from disclosing:
Any specific violation notices
Any enforcement actions taken
This applies to communications with customers, competitors, or the media.
6. Governing Law
This policy is governed by and construed in accordance with the laws of the State of Georgia, without regard to conflict of law principles.