Is MAP pricing illegal?

Minimum Advertised Policy (MAP) refers to advertising products' prices under a predetermined level. The MAP policy is considered a legal strategy under the US antitrust laws.

If manufacturers and suppliers operate independently, MAP policy will not be considered pricing fixing. MAP policy only regulates and limits the advertised price, not the sale price. Also, MAP policy does not control in-store pricing. However, this practice is probably illegal in Europe. In Europe, the pricing discretion lies with the retailer.