'What is MAP?' Consumer Protection Tips

What is MAP?

The situation is this:

- A retail is free to sell products at whatever price they freely choose.

- Under MAP pricing, however, the retailer must advertise the price to be at least $x.

In other words a retailer can sell Widget X for $100, but they must advertise it for sale for at least $150.

Now, most State and places have consumer protection laws that require businesses be honest in their advertising. The idea behind these laws is so that if a business advertising Widget X for $150 they shouldn't sell it for $200.

But isn't advertising Widget X for $150 and selling it for $100 equally as deceptive? How many customers will really know the real price, if it is advertised at the wrong price, even if the wrong price is higher?

Now, I can't imagine any manufacturer would suggest to retailers that they lie about their products in their advertising, but the bottom line with MAP Prices that is exactly the requirement!

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