Minimum Advertised Price Policy

Arsenal, Inc. (Arsenal) has determined that its interests are best served through the adoption of a minimum advertised price policy (“MAP”). This MAP policy is designed to (1) promote a fair marketplace; (2) protect the Arsenal brand and its trademarks and trade dress as a premium offering; and (3) prevent the quality of Arsenal products from being diminished or damaged. However, this MAP is not to be confused as an agreement between Arsenal and its distributors and dealers to set a minimum price to sell Arsenal products. Dealers and distributors must set a selling price at their own discretion and without the involvement of Arsenal. Although distributors and dealers remain free to establish their own sale prices, Arsenal will, without assuming any liability, unilaterally impose sanctions against its distributors and dealers who advertise Arsenal products at prices below the established MAP. Arsenal will not discuss any conditions of acceptance related to this MAP policy, as it is non-negotiable, and will not be altered for any distributor or dealer. Moreover, Arsenal reserves the right at any time to modify, suspend, or discontinue the MAP policy in whole or in part or designate promotional periods during which the terms of the policy change or designate periods of time during which the policy is not applicable.

To receive a current MAP price list, please email         

MAP applies only to minimum advertised prices and does not apply to the price at which the products are actually sold, or to advertised prices higher than the unilateral minimum resale prices established by Arsenal. The MAP applies to all advertisements in any and all media, including, but not limited to:

Banner AdsFlyersPosters
CouponsMagazinesStore Signs

  1. Resellers are free to establish resale prices at will; however, Resellers that advertise, publish, or promote in any way a Select Product at a net adjusted price less than the MAP price established for that product, as defined in this policy, shall have committed a violation of the MAP Policy.
  2. Resellers can sell products at any price. However, if advertised, published, or promoted prices, on Select Products are below Arsenal MAP, then there are escalating consequences:




1st Violation


Violation Warning Email and seven days to correct the issue.

2nd Violation


Placed on Do Not Sell List

General discounts applying to a specific type of product that include, but does not name, Arsenal products and lowers the advertised price below the MAP is a violation. It is also a violation of the MAP for distributors and/or dealers to set a lower advertised price than the MAP through the “add to cart” option on their website. The MAP listing is constantly updated with new products and sent to distributors regularly.

If Arsenal discovers that a distributor and/or dealer has violated the MAP by advertising lower than the advertised price set by the current price list, then Arsenal will notify the distributor to make the necessary changes and/or inform their dealers to advertise according to the MAP. If the distributor and/or dealer continue to advertise below the MAP, then Arsenal, in its sole discretion, reserves the right to: (1) cancel orders placed by the distributor and/or dealer; (2) refuse new orders placed by the distributor and/or dealer; (3) and/or place current orders on hold. To ensure Arsenal’s brand quality, it will be in the best interest of distributors and dealers to inform Arsenal of any violations of the MAP.

It is the responsibility of the distributor to implement and notify each of its resellers of Arsenal’s Inc MAP policy. It is also the responsibility of the distributor to keep price feeds updated at all times. However, it is the retailer’s responsibility to be MAP-compliant regardless of price feeds.

Internet Auctions/ Gunbroker

No pricing below MAP may be listed including, a starting bid or “buy it now” price.
Gunbroker’s “take a shot” feature is forbidden by resellers of Arsenal’s Inc. products.
Information regarding MAP violations or questions about the policy should be sent to: