Click Here for a Printable Version of this Policy.
A Copy of Smith & Wesson's MAP Enforced Listing Can Be Found HERE.

Policy Statement. To protect our brand integrity, and to further enhance our image in the marketplace, Smith & Wesson brands, Inc. and its subsidiary, Smith & Wesson Sales Company (collectively “SWSC”), have unilaterally adopted a Minimum Advertised Price (“MAP”) Policy that sets forth minimum advertised prices for SWSC’s products and applies to all advertising by Retailers in the United States. SWSC will, in its sole discretion, from time-to-time unilaterally issue a MAP Policy announcement to all Retailers and Distributors.

The MAP Policy does not apply to the prices at which Retailers actually sell SWSC’s products. Retailers are free to sell SWSC’s products at whatever price they choose, in their sole discretion, just as SWSC is free to choose the Retailers with whom it will conduct business. If SWSC determines unilaterally, and in its sole discretion, that a Retailer has advertised a SWSC product at a price below that set forth in the MAP Policy, SWSC may unilaterally choose to suspend or terminate sales to the Retailer.

If a particular SWSC product does not appear on the current MAP listing, then this MAP Policy does not apply to that product. The MAP Policy applies to both in stock and out of stock items. When SWSC lists a product covered by this MAP Policy, SWSC will notify Distributors and Direct Retailers of the applicable MAP for that product and it shall be the sole responsibility of the Distributor to provide such notification and information to its Retailers. SWSC product on the current MAP listing can be found at HERE. The SWSC MAP Policy applies to all forms of advertisements of designated products in any and all media, including, but not limited to, the following:

Any advertising method that provides for or suggests a price below the minimum advertised price

violates this MAP Policy. Examples of advertising methods that violate this MAP Policy include,

but are not limited to, the following:

1. The use of a rebate, coupon, promotion, giveaway, or incentive that reduces the advertised price below the minimum advertised price;
2. The inclusion in advertising of free or discounted products with a product covered by this MAP Policy, if it has the effect of discounting the advertised price of the covered product below the minimum advertised price;
3. The inclusion of a MAP Product being advertised as part of a Retailer loyalty or “club” program
4. If pricing is displayed, any strike‐through or other alteration of the established minimum advertised price;
5. Statements such as “Click here for Lower Price,” “Add to Cart for Lower Price,” or “Check Cart for Lower Price.”

For avoidance of doubt, it will not be considered a violation of the MAP policy if:

1. “Call for Price” is utilized in a non-automated format, where a consumer must contact the retailer directly and independently of the internet process, and an order is placed via phone by that particular individual. If this method is used, the only terminology associated with it may be “Call for Price” or “Contact for Price”
2. “Email for Price” is utilized, only in a non-automated format, with a personal response directly from an individual, and it must be independent of the online checkout process. The price response may only be used by the intended, direct recipient of the email, and may not be forwarded to promote below MAP pricing, or price comparisons. If this method is used, the only terminology with it may be “Email for Price”, or “Contact for Price.” Any other terminology referencing promotions, discounts, coupon codes, or similar tactics, is strictly prohibited.

Internet Platforms. For internet sales, including, and without limitation, to internet auctions and marketplace (such as GunBroker and other similar platforms):

1. All Retailers selling on auction sites or marketplace sites, must register their name or alias with SWSC MAP Administrator at brandprotection@smith-wesson.com, if the name being used is different from that of the account name used when purchasing from the authorized supplier. Selling without registering an identity is a violation of SWSC’s MAP Policy.
2. Exact UPC codes and SWSC SKUs (not variations thereof) must be used in all listings.
3. No pricing below MAP may be listed, hidden or visible, for any product, anywhere within the listing, including a starting bid, “Buy it Now” price, “Reserve Price” or “Minimum Bid.”
4. Retailers may not utilize GunBroker’s “Take A Shot” feature or other similar platforms, any feature that promotes advertising of below MAP pricing.

Resulting Actions for Violations.

If SWSC determines in its sole discretion that a Retailer has violated a provision of this MAP Policy and so notifies the Retailer, the MAP Policy will be strictly enforced and the following actions may be taken:

Any violations beyond the 3rd violation, regardless of format, can result in a lengthier or permanent placement on the Do Not Sell List, at SWSC’s sole discretion. In addition to the actions outlined above, SWSC may, at any time, suspend or decline to make further sales to any Retailer who violates any terms of this MAP Policy, if by nature SWSC believes its relationship with Retailer is no longer in the best interest of SWSC or its brands.

Not an Agreement. The MAP Policy is not an agreement, nor do any other agreements exist, between SWSC and any Retailer to comply with this MAP Policy. SWSC does not seek nor will it solicit or accept any Retailer’s agreement with the MAP Policy; nor will SWSC discuss any Retailer’s pricing or the pricing of others. The SWSC MAP Policy is a voluntary and unilateral policy to support and ensure the continued long-term premium positioning of the SWSC brands as well as the investment of legitimate Retailers who provide valuable education, sales and product assistance, and other services to their customers. Compliance with the MAP Policy is entirely within the discretion of the Retailer.

Do Not Sell List. This list may be updated from time to time and SWSC will not sell to any Retailers on this list. Any Distributor who sells to a Retailer on the Do Not Sell List will be deemed to have violated this MAP Policy, and SWSC, at its sole discretion, may suspend or decline to make further sales to such Distributors.

Implementation. To ensure consistent application and to avoid confusion among Retailers, SWSC has adopted the following procedures for implementation and enforcement of the MAP Policy:

1. The MAP Administrator is responsible for implementation and enforcement of the MAP Policy. All questions concerning the MAP Policy shall be directed in writing to the MAP Administrator at brandprotection@smith-wesson.com. The MAP Administrator will be solely responsible for communicating with Retailers concerning advertising in violation of this MAP Policy.
2. Sales personnel are not authorized to discuss enforcement or the terms of the MAP Policy with Retailers. Sales personnel receiving any inquiries, written or verbal, about the MAP Policy from a Retailer should advise the Retailer that they are not authorized to discuss enforcement or the terms of the MAP Policy; and encourage the Retailer to contact the MAP Administrator at brandprotection@smith-wesson.com.
3. Sales personnel who otherwise become aware of advertising by Retailers in violation of this MAP Policy shall submit a written report identifying the offending Retailer, together with a copy of the offending advertisement, to the MAP Administrator at brandprotection@smith-wesson.com. Sales personnel are not otherwise authorized to communicate with the MAP Administrator concerning potential violations of the MAP Policy except in response to specific inquiries from the MAP Administrator.
4. The MAP Administrator and SWSC sales personnel shall review the MAP Policy with the Legal Department on an annual basis and receive annual antitrust training in connection with that review.

Conclusion. This MAP Policy is vital to the protection of our brand integrity and will be vigorously enforced in an appropriate manner. If you have further questions concerning this MAP Policy, please direct them to the MAP Administrator at brandprotection@smith-wesson.com or contact the Legal Department.