Episode Three discusses the nuance of enforcement actions. Are warnings a good strategy? Should they immediately suspend violating sellers? Or should a brand employ a graduated cut-off?
Legal Briefs #4 - Selective MAPP Enforcement
reveals if a brand has to enforce their policy in exactly the same way with all of their resellers. You may THINK you know the answer but guess what?
Legal Briefs #5 - Selective MAPP Pricing
answers questions about the actual price used for a minimum advertised price policy. Should MAP be MSRP? Can a brand enforce different MAPP prices for different sellers? Is it even legal?
Legal Briefs #6 - First Sale Doctrine
explains the First Sale Doctrine. How can a brand contest a seller's argument that they own the product so they can do whatever they want with it?
Legal Briefs #7: MAP Policy Must-Haves
reviews why there is no one-size fits all MAP Policy. Penalties could be different. Some could include shipping in the total advertised price, others not. Some do or don't include bundling, listings that say 10% off, MAP holidays, etc. But there ARE certain terms that ALL MAP Policies should have. What are those?
Legal Briefs #8: Digital Millennium Copyright Act
explores how brands can use the Digital Millennium Copyright Act
(DMCA) to help stop unauthorized and unknown online merchants from selling their products. Can it be used on Amazon and Walmart? Can you go to a domain registrar? What can be done if a merchant ignores the brand’s efforts?