Overview
Some manufacturers maintain a Minimum Advertised Price (MAP) policy that sets the lowest price at which their products may be advertised. These policies are created and enforced by the manufacturer, typically through agreements with their authorized dealers and distributors.
This article explains GunBroker’s role when a MAP concern is raised, what manufacturers can expect when they report a potential violation, and what sellers should do if they receive a MAP-related notice.
GunBroker’s Role
GunBroker operates as an online marketplace that connects buyers and sellers. We are not a party to the agreements between manufacturers and their dealers, and we do not set, administer, or interpret any manufacturer’s MAP policy.
Because of this, GunBroker does not monitor, police, or enforce individual manufacturers’ MAP policies, and we do not remove listings based solely on an alleged MAP violation. We recognize that MAP policies are important to protecting a manufacturer’s brand, dealer network, and pricing program — but determining whether a particular listing violates a particular policy falls outside our role as a marketplace, for several reasons:
- MAP policies vary by manufacturer and may turn on the specific terms of a dealer agreement.
- Exceptions and exclusions are common, and a listing that appears to violate a policy may be permitted under the seller’s specific arrangement.
- Prices, models, and promotions change frequently, and policies are sometimes temporarily relaxed by the manufacturer.
- Resolving a MAP question requires context that lives in the relationship between the manufacturer and the seller—information GunBroker does not have.
For these reasons, GunBroker is not in a position to decide whether a seller has violated a manufacturer’s MAP policy.
What Happens When a Manufacturer Reports a Potential Violation
When a manufacturer notifies us that a seller may be advertising below its MAP policy, our process is:
- We notify the seller that a manufacturer has raised a MAP concern regarding their listing or pricing.
- We direct the seller to contact the manufacturer directly to address the concern.
This allows the manufacturer and the seller to resolve the matter through the channels that actually govern their relationship: the applicable dealer agreement, the MAP policy itself, or other relationship-specific terms. Enforcement responsibility stays with the manufacturer and its authorized dealer network.
Information for Manufacturers
If you would like us to pass a MAP notice along to a seller, please provide:
- The specific seller and/or listing or item number at issue.
- A brief description of the MAP concern (for example, the product and the policy involved).
We will notify the identified seller consistent with the process described above and refer them back to you for resolution. We are glad to continue facilitating this communication, while enforcement of the MAP policy remains with you and your dealer network.
Please note that submitting a notice does not result in GunBroker evaluating the alleged violation or removing the listing.
Information for Sellers
If you receive a notice that a manufacturer has raised a MAP concern about one of your listings:
- The notice means a manufacturer has contacted us, not that GunBroker has determined you violated any policy.
- Contact the manufacturer directly to discuss the concern and how it applies to your specific dealer agreement or arrangement.
- Review your obligations under your dealer agreement and the manufacturer’s MAP policy, including any exceptions that may apply to you.
GunBroker will not take action on your listing based solely on an alleged MAP violation.
Frequently Asked Questions:
Will GunBroker remove a listing because of a MAP complaint?
No. We do not remove listings based solely on an alleged MAP violation. MAP enforcement is handled between the manufacturer and the seller.
Does GunBroker monitor listings for MAP compliance?
No. We do not monitor, police, or enforce manufacturers’ MAP policies.
Who decides whether a MAP violation occurred?
The manufacturer, applying its own policy and dealer agreements. GunBroker is not in a position to make that determination.
As a manufacturer, what can GunBroker do for me?
We can pass a MAP notice along to a specific seller and refer that seller back to you, so you can resolve the matter directly through your agreements.
This article describes GunBroker’s general practice regarding MAP-related inquiries and does not modify, interpret, or create any obligations under any manufacturer’s MAP policy, dealer agreement, or the GunBroker User Agreement.