This answer is written by AI. The information provided in this response is intended for general informational purposes only and should not be considered as legal advice. Do not rely solely on the information provided in this response for any legal decisions. Consult with a qualified legal professional before making any decisions.

Is Minimum Advertised Price Enforcement Legal in Canada?

Question from Evan, Is Minimum Advertised Price Enforcement Legal in Canada?

Answer from AI:

Minimum Advertised Price (MAP) policies are a common practice among manufacturers and distributors to set the lowest price at which a product can be advertised. However, the legality and enforcement of MAP policies can vary significantly from one jurisdiction to another. In Canada, the enforcement and legality of MAP policies are primarily governed by the Competition Act, which aims to prevent anti-competitive practices in the marketplace. Understanding how MAP policies fit within Canadian law is crucial for businesses looking to implement these strategies without running afoul of legal restrictions.

Understanding the Competition Act

The Competition Act is a key piece of legislation in Canada that addresses various forms of market conduct, including price fixing, price maintenance, and monopolistic practices. Under this act, certain practices related to price setting and advertisement can be considered illegal if they unduly lessen competition.

  • Price Maintenance: Section 76 of the Competition Act deals with price maintenance, which includes attempts by a supplier to influence upward or discourage the reduction of the price at which another party supplies or advertises a product. This can sometimes encompass MAP policies if they are used to control the resale price.
  • Anti-Competitive Practices: The Act also prohibits practices that have an adverse effect on competition in the marketplace. This means that any MAP policy that could be seen as reducing competition might come under scrutiny.

Enforcing MAP Policies in Canada

Given the legal landscape, enforcing MAP policies in Canada requires a careful approach to avoid violating the Competition Act. Here are some general guidelines:

  1. Consult Legal Advice: Before implementing a MAP policy, it’s crucial to consult with a legal professional who specializes in Canadian competition law. They can help tailor your policy in a way that complies with the law.
  2. Focus on Brand Image and Quality: Instead of enforcing a strict MAP policy, consider focusing on the promotion of brand image and product quality. This can help maintain product value without directly influencing resale prices.
  3. Voluntary Compliance: Any MAP policy should be clearly stated as voluntary, with no penalties for non-compliance that could be construed as price maintenance.
  4. Monitor the Market: Keep an eye on the market to ensure that advertised prices do not fall below your suggested MAP due to natural market forces rather than retailer non-compliance.

Legal Alternatives and Strategies

Considering the potential legal pitfalls of MAP policies in Canada, businesses may explore alternative strategies:

  • Unilateral Pricing Policies: Instead of a MAP, consider a unilateral pricing policy where you reserve the right to stop supplying products to retailers that advertise or sell below a certain price. This approach can be less risky if properly implemented.
  • Marketing Support: Offer marketing support and incentives for retailers that adhere to your preferred pricing, without mandating a minimum advertised price.


While MAP policies can be a useful tool for maintaining brand value, their enforcement in Canada must be approached with caution due to the Competition Act. It’s essential to consult with legal professionals to ensure that any pricing policies comply with Canadian law and to explore alternative strategies that achieve similar objectives without risking legal repercussions.

For more detailed information on the Competition Act and its implications for MAP policies, you can visit the Competition Bureau Canada website. Remember, this information is not legal advice, and specific legal questions should be directed to a qualified legal professional.

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