An arrangement in which a supplier sets a lower limit on the prices its resellers may advertise for the supplier's products. MAP programs may take the form of a unilateral policy imposed by the supplier or an agreement between the supplier and its resellers.

MAP programs are often part of a coordinated advertising strategy in which the supplier agrees to reimburse some or all of its resellers' advertising expenses for advertisements that do not list a price below the one set by the supplier. MAP programs may raise antitrust concerns similar to those raised by resale price maintenance agreements.

For more information, see Practice Note, Vertical Price Restraints.