Regal Minimum Advertised Pricing Policy

Regal has determined it is in our mutual best interest to adopt a minimum advertised pricing (MAP) policy.  This MAP policy is designed to: 

• Protect reseller margins
• Avoid destructive channel conflicts created by resellers aggressively advertising discounted prices
• Support and preservice the reputation, equity, and value of the Regal brand

Policy Coverage

Map pricing applies to all Regal Resellers, defined as all online or brick-and-mortar retailers and distributors located in the US and worldwide. MAP pricing covers all products offered for sale by Regal in the most current published catalog. Resellers retain the right to establish their own retail prices. This policy applies only to advertised prices and does not seek to determine at what price a product is actually sold.

Policy Details

The MAP for all Regal products offered for sale by Regal in the most current published catalog shall be no less than 1.8 times wholesale price (or keystone pricing minus 10%).

The MAP Policy applies to all advertisements of current Regal products in any and all media, including but not limited to coupons, mailers, inserts, newspapers, magazines, catalogs, mail order catalogs, internet or similar electronic media, email newsletters, and email solicitations.

Prices displayed online are considered “advertised price” and therefore are subject to our MAP Policy. On an e-commerce website, “click for price” and preformatted email responses are understood to be initiated by the seller and are also considered advertising under our MAP policy.

The MAP policy is not applicable to any physical in-store advertising that is displayed only in the store and not distributed at any customer. Advertising “the lowest prices” or “we’ll match any competitor’s prices” is not a violation of our MAP policy.

Policy Violations

In the event that a Reseller chooses not to comply with our MAP policy, sanctions will be unilaterally imposed by Regal at our sole discretion. Intentional or repeated failure to abide by the MAP Policy may result in customer orders not being accepted, shipments being suspended or cancelled, any/all preferential terms/allowances being cancelled, and/or account being closed.

Policy Modifications

Regal reserves the right to modify, suspend, or discontinue its MAP policy at any time. Regal may designate promotional periods during which the terms of the policy are changed or are suspended.

Regal Customer Service Representatives, Sales Representatives, Account Administrators, or Sales Managers have the authority to change or modify this MAP policy. Please direct any questions to Kim Levin, Vice President of Sales and Marketing at kim@regalgift.com.