MINIMUM ADVERTISED PRICE (MAP) POLICY  

What is it?  

Meta Tactical, Inc., doing business as Meta Tactical (“Meta Tactical”), designs, distributes, and markets high-quality products for tactical customers and these products are marketed through a network of approved retailers.  Effective Jan 17, 2023, Meta Tactical instituted a minimum advertised retail pricing policy (the “MAP Policy”) relating to its line of products.    

Significantly, the MAP Policy does not affect a retailer’s actual resale price and it does not require, nor is it intended to discourage retailers from selling products at, above, or below Meta Tactical’s suggested retail price; each retailer is expected to independently determine the price at which it sells Meta Tactical products.  The MAP Policy is simply a unilateral statement that has been adopted by Meta Tactical with regard to the advertising of the prices for Meta Tactical’s products.  Meta Tactical will identify minimum advertised prices (“MAP”) for its products in the Price List provided to retailers.  Thereafter, all prices advertised by retailers must be at or above the MAP.  The MAP Policy applies to advertised prices at physical retail locations, in catalogs and other printed materials, via electronic mail, on broadcast media, and on Internet websites.  Advertising of Meta Tactical products on third-party websites (e.g., Amazon Marketplace, eBay, gunbroker.com, etc.) is prohibited without the prior written consent of Meta Tactical.  

With respect to the Internet and websites, all information regarding products prior to the point of sale is considered advertising and subject to the terms of the MAP Policy.  For the purpose of the MAP Policy, the “point of sale” is defined as that level or page at which the product can be purchased by placing it in the shopping cart or equivalent.  Any pricing information displayed at or after such point is excluded from the provisions of the MAP Policy.  Resellers are responsible for ensuring that their advertised prices on Internet search engines are at or above MAP.    

In connection with the promotion of store-wide, category-wide, or other general discounts that have the effect of promoting Meta Tactical products below MAP, Meta Tactical products must be explicitly excluded.  

Close-out, discontinued, and/or blemished products are exempted from the MAP Policy; provided, however, that such products must be clearly identified as such in all advertisements.  

What If I Don’t Comply?  

The failure of a retailer to adhere to the MAP Policy might result in one or more of the following:   

1. the revocation of all product discounts and marketing support for a 90-day period;   
2. the discontinuation of supply of affected products and/or the discontinuation of retailer’s status as an authorized reseller of Meta Tactical products.   

All determinations will be made unilaterally by Meta Tactical in its sole discretion.  No employee of Meta Tactical is authorized or permitted to request, demand, or accept any assurances of compliance from any account with regard to the MAP Policy.   

List of Websites.  

To help Meta Tactical monitor compliance with the MAP Policy, and as a condition of compliance with the MAP Policy, Meta Tactical is asking both its retailers and its distributors to provide Meta Tactical with the URL/Domain(s) of websites operated by the retailers and the distributors’ customers, respectively (company websites).