Minimum Advertised Price (MAP) Policy

Effective March 01, 2020

MWI Veterinary Supply Co. d/b/a VetOne (“VetOne”) recognizes that customer confidence begins before the sale and is dependent upon resellers’ service and support efforts by its resellers (veterinary clinic, distributor, dealer, retailer, or any party which “resells”) before, during and after the sale. To maintain our resellers’ commitment to quality, product support, warranty service and VetOne’s brand reputation, VetOne has adopted this Minimum Advertised Price Policy (“Policy”).

Although each reseller remains free to establish its own advertising policy, VetOne requires that any advertising of its products or use of their trademarks meet certain minimum criteria. In the event that a reseller advertises a VetOne product or uses a VetOne trademark contrary to this Policy, VetOne reserves the right to impose sanctions that may include, but are not limited to: restricting access to certain products or families of products, withholding shipment of open orders, restricting future orders, revising reseller’s pricing, indefinitely suspending the reseller’s account, or terminating said account.

This Policy shall apply to all forms of advertising, including but not limited to print advertising (such as magazines and newsprint), electronic media (such as radio or television) and the internet (such as resellers’ websites, internet marketplaces, or any other websites through which the dealer operates or advertises). VetOne reserves the right to enforce this Policy, in its sole discretion, against any activity which VetOne determines is intended to circumvent the intent of this Policy.

Sales representatives are NOT permitted to discuss this Policy or make any agreements or assurances or waivers with respect to this Policy.

Whenever an advertised or list price is specified by VetOne, products must be advertised at list price or higher (the minimum advertised price or “MAP”). Any advertised price quotations, expressed, implied, direct or indirect, below that MAP violates this Policy. Some examples of other prohibited activities that violate this Policy include, but are not limited to:

  1. The use of words, phrases, or symbols that indicate "special pricing" such as "call for price," "E-Mail for price," or "lower pricing."
  2. On-line indications of different pricing such as underlining, “click for,” “click to,” or links to price quotations at all levels above (or prior to) any shopping cart.
  3. Combination, bundling or package “deals” that are not part of VetOne’s pricing program if the result of such combination is to imply, suggest, or, in fact, create an advertised price reflecting VetOne products at a price below MAP.
  4. A veterinary clinic or other reseller offering VetOne products to any unauthorized third-party reseller that is violating MAP or illegally using VetOne’s trademarks (see below).

Promotions Resellers may be permitted to advertise MAP products at prices below VetOne’s MAP for a short promotional allowance period, pending the approval VetOne. When a promotional MAP is approved the dealer may indicate “Promotion,” “Promotional Price,” or “Limited Time Promotion” during the promotional periods set forth by VetOne. Advanced request of these promotions is required, sent at least 14 days prior to reseller’s promotion by VetOne at VetOne may approve or deny these requests in its sole discretion.

Violations and Enforcement VetOne will monitor its resellers’ advertised prices aggressively and will swiftly address any violations of this Policy by its resellers. Where a violation has occurred, VetOne shall provide written notice to the offending reseller. VetOne is solely responsible for determining whether a violation of this Policy has occurred as well as determining appropriate response and Administrative Hold, which may include, but is not limited to, restricting access to certain products or families of products, withholding shipment of open orders, restricting future orders, indefinitely suspending the reseller’s account, or terminating said account.



1st Violation

  • Violator will receive an initial violation warning. Violation(s) must be corrected within 3 business days.
  • Failure to correct within 3 business days will result in Administrative Hold for 30 days.
2nd Violation
  • Violator will receive 2nd Violation Notice and placed on an Administrative Hold for 90 days.
Final Violation
  • Violator will receive Final Violation Notice and immediate Administrative Suspension.


This Policy shall be applied and enforced uniformly without exception. VetOne does not seek, nor will it accept, any formal or informal agreement with regard to the Policy or any other pricing policy.