Minimum Advertised Price Policy

Revised February 5, 2020

Purpose of MAP. The purpose of the Minimum Advertised Price Policy (“MAP Policy” or “Policy”) is to establish standard policies and practices that protect and uphold the high standards of Manufacturer’s brands, including VetriMax Products (“Products”). Wholesalers, Distributors, Resellers or any other party selling the Products may collectively be referred to as “Sellers” or individually referred to as “Seller” in this Policy. The MAP Policy is intended to provide guidance to Sellers on how the brands and Products should be represented in the marketplace.


MAP Policy. Manufacturer will maintain a MAP Schedule (“MAP Schedule”) denoting the Minimum Advertised Price (“MAP”) assigned to each Product on which Manufacturer has elected to establish and/or maintain a MAP. Sellers will be acting in accordance with this Policy so long as any Advertising (as defined below) of a Product does not display a price that falls below the then-current MAP for such product in the then-current Price Schedule. Manufacturer will have the sole discretion as to whether and when to establish and/or maintain a MAP for any Manufacturer Product. Any MAP will be active as of the effective date of the applicable Price Schedule and remain in effect until it is superseded by a new Price Schedule or otherwise modified, updated or cancelled pursuant to a written memorandum or communication by Manufacturer management. For purposes of this Policy, “Advertising” means any media directed toward a mass audience, including, without limitation: radio, television, Internet (including group/mass e-mails, listing on a website, etc); print in any form (including newspapers, magazines, catalogs, price lists and flyers); group/mass faxes, trade show signs and/or brochures.


MAP Does Not Apply to Sale Price. This MAP Policy applies only to advertising of prices and does not apply to the price at which the Products are actually sold. Seller remains free & able to sell any Product at any price such Seller elects. No part of this MAP Policy is intended to affect resale prices or to require any Seller to resell any covered Products at the Minimum Advertised Price for such Product.  


Excluded Communication from MAP Policy. This MAP Policy does not apply to communication for Products offered for sale during a person to person telephone conversation, to customers within Seller’s physical location, by individual person to person e-mail, when appearing in an online shopping cart of an Approved Website, or any means that does not display a price lower than the MAP to the general public through advertising. This MAP Policy does not in any way limit the ability of any Seller to advertise that they “have the lowest prices”, “will meet or beat any competitor’s price”, or that buyers should “call for price”, or phrases of similar intent, as long as the price advertised or listed for the Products advertised adhere to this MAP Policy. It is the decision of each Seller to advertise at any price chosen by such Seller, as long as the price is in compliance with this MAP Policy.


MAP Updates. Manufacturer reserves the right to update, modify, amend or replace this Policy at any time with or without notice. Seller may request most recent MAP Policy or MAP Schedule by sending an email request with Seller’s Company Name, the Contact Name, online store name, phone number, email address and physical address to map[at] .


MAP Violation. Failure to comply with the MAP Policy is subject to termination of the Product warranty, termination of the Product Guarantee, termination of the License to use of VetriMax trademark & other intellectual property, termination of distribution rights for Products, termination of the right to sell Products in “new” condition, and subject to other remedies as provided by law.