Eye‐Opener: New Antitrust Lawsuit Spotlights MAP Collusion Risks
June 2025 – MAP Services Corp.
What Happened?
On June 2, 2025, a class-action complaint (Santarlas v. Bowtech Inc. et al, No. 2:25-cv-00436-DAK) was filed in Utah, accusing several archery manufacturers, retailers (Bass Pro Shops/Cabela’s, Dick’s Sporting Goods), distributors, and the Archery Trade Association of coordinating “minimum advertised price” (MAP) policies industry-wide to keep prices artificially high. In plain terms, plaintiffs allege that from 2014 onward, the ATA and its members met to set uniform MAP floors—then policed those floors in concert—violating federal antitrust law and overcharging thousands of consumers.
Read the complaint here
Why This Matters to MAP Clients
MAP can be a powerful tool to protect your brand. When implemented correctly—unilaterally by each manufacturer—it’s legal and often beneficial:
- Preserves brand image by preventing race-to-the-bottom discounting.
- Shifts competition toward service, support, and value, rather than purely price.
But… if multiple manufacturers, distributors, or retailers come together (even informally) to agree on the same MAP levels, it can be viewed as a horizontal price-fixing agreement—an antitrust violation. The archery industry lawsuit is a cautionary tale: even well-intentioned collaboration (e.g., ATA-led MAP summits) can trigger federal scrutiny and substantial damages.
Key Takeaways
- Keep MAP Decisions Unilateral
- One Brand, One Policy: Any MAP floor you set must be determined internally—without discussing or sharing exact price targets with competitors or through trade groups.
- Document Everything: Store emails or board minutes showing your MAP level was approved solely by your management team.
- Avoid “Industry-Wide” MAP Meetings
- No Joint MAP Lists: Participation in a multi-brand committee that drafts a common MAP schedule is a red flag.
- Never Compare Price Floors: Even casual chatter (“What should our MAP be compared to Brand Y?”) can be seen as coordination.
Enforce MAP Independently
- Manufacturer-Only Enforcement: If a retailer dips below your MAP, send your own warning or notice—don’t rely on other brands or associations to police it.
- Allow Retailer Choice: Clearly state that adherence to MAP is voluntary; you may restrict supply if they opt out, but never require them to enforce MAP for anyone else.
How MAP Services Corp. Keeps You Safe
- Strictly Per-Brand Monitoring: Our platform aggregates only your brand’s advertised prices—we never mix data across multiple manufacturers.
- Solo Enforcement Alerts: If a retailer violates your MAP, we notify only you; no other brand or trade group sees your enforcement activity.
- Antitrust-Vetted Processes: Our entire workflow has been reviewed by legal counsel to align with Sherman Act and Leegin decisions.
- Bottom Line: You can trust MAP Services Corp. to help you maintain MAP discipline—and protect your brand—without risking collusion allegations.
Next Steps for Your Team
- Quick Policy Check: Review your current MAP guidelines. Confirm they were set internally and haven’t been shared in any joint forum.
- Retailer Memo: Send a brief reminder to all your resellers: “Our MAP is X; please advertise no lower. This is a unilaterally determined request to protect brand value.”
- Consult Your Counsel: If you’ve ever participated in an industry-wide MAP discussion (trade show, association meeting), have your legal team confirm you’re in the clear.
- Leverage Our Expertise: If you have questions about your MAP structure—or want to see a sample compliance playbook—reach out to compliance@mapservicescorp.com.
Let’s keep MAP working for you—protecting your brand and fostering healthy, service-focused competition.
Stay compliant. Stay competitive.
MAP Services Corp.
