A minimum advertised price (MAP) policy is a popular vertical restraint. In this paper, “Price discrimination under minimum advertised price restriction,” published by the International Journal of Industrial Organization, the coauthors provide empirical evidence that a MAP policy is not a form of minimum resale price maintenance (RPM). MAP allows a manufacturer to restrict the minimum price that retailers advertise publicly on a price comparison website or a retailer’s product pages. Retailers remain free to charge any price through negotiations or at checkout.
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