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 to be in violation of this policy, Alpha Foxtrot may take such enforcement action as it determines to be appropriate under the circumstances.
Enforcement actions may include, but are not limited to:
- Suspension or restriction of selling privileges.
- Temporary placement on a Do Not Sell list.
- Permanent placement on a Do Not Sell list.
- Any other action Alpha Foxtrot determines to be appropriate.
Alpha Foxtrot reserves the right to determine the appropriate enforcement action based on the nature, severity, frequency, circumstances, or apparent intent of the violation. Enforcement actions may be modified, escalated, reduced, or waived at Alpha Foxtrot's discretion.
Nothing in this policy requires Alpha Foxtrot to apply the same enforcement action to every violation. Alpha Foxtrot may consider the individual circumstances of each violation, including its nature, severity, frequency, and other relevant factors, when determining an appropriate response.
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.