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Minimum Advertised Pricing Policy

Effective April 2, 2022, a Minimum Advertised Price (MAP) on all EFX™ Gallery (EFX™) products will be in effect. International accounts must reflect pricing as translated into their local currency*

EFX™ Gallery is marketing a unique and innovative product with a high perceived value and incorporates state-of-the art communication technology that allows you to control the color(s) of your art from anywhere in the world with your smartphone. By not adhering to the established Minimum Advertised Price (MAP) policy set forth by EFX™ Gallery, a reseller can have a dramatic effect on detracting from the perceived value of the EFX™ Gallery brand and/or product line.

Direct internet retail sales can cause great harm to any companies’ products when prices are advertised so low that it eliminates the ability for brick and mortar galleries and retailers from showcasing, demonstrating, and selling companies' product. EFX™ Gallery’s MAP policy is intended for consumers to purchase from other resellers based on loyalty and customer care expectations. Therefore, if EFX™ Gallery agrees to allow your company to sell its products, you (as a company/reseller) will need to agree and abide by the following requirements and restrictions.

The MAP policy shall work under the following guidelines:

  1. The Minimum Advertised Price (MAP) for any EFX™ Gallery product shall not be less than 20% below the current Manufacturer’s Suggested Retail Price (MSRP). This is formulated to be 2.5 times our wholesale dealer cost. MAP pricing is established EFX™ and may be adjusted by EFX™ at its sole discretion.
  2. The MAP policy applies to any and all advertisements of EFX™ products in any and all media. This can include, but not limited to, flyers, posters, coupons, mailers, inserts, newspapers, catalogs, mail order catalogs, internet or similar electronic media, television, radio, and public signage.
  3. The MAP policy does not apply to: 1) Any person to person verbal offers by phone or in person, 2) Any in-store advertising that is displayed only in the store and not distributed to any customer(s) outside of their store.
  4. Advertising of free or discounted products (whether made by EFX™ or another manufacture) with the purchase of an EFX™ product that covered by the MAP policy would violate MAP, if the net effect causes the covered product to fall below our MAP.
  5. Any strike-through or other alternation of the MAP is prohibited.
  6. The MAP applies to only advertised prices and does not apply to the actual price which products may be verbally offered for sale in person at the dealer’s retail location or via a telephone purchase. EFX™ dealers are free to sell these products at any price they desire but are prohibited in advertising the price (i.e. in print or on their web site) below MAP.
  7. The MAP does not establish maximum advertised prices. Any and all dealers/sales representatives of EFX™ may offer EFX™ products at any price in excess of the MAP.
  8. EFX™’s MAP policy does not limit the dealer to advertise that “they have the lowest prices” or, they “will meet or beat any competitors price”, that consumers should “call for a price” or phrases of similar phraseology as long as the price advertised or listed for the products is not less than MAP.
  9. Any EFX™ dealer agrees to hold all trademarks and copyrights of EFX™ Gallery as the property of EFX™ Gallery and use of advertising materials provided by EFX™ Gallery in an authorized manner only.
  10. Intentional or repeated failure to abide by this policy will result in termination of dealership. EFX™ does not intend to do business with dealers who degrade the image of EFX™ and its products. EFX™ Gallery has sole discretion to determine whether to provide or not provide prior notice prior to taking any action set forth by this policy.
  11.  eBay and Other Auction Web Sites Policy:
    1. Any “Buy it Now” options must be listed at a price equal to or greater than the MAP.
    2. Any auctions with the option of reserve and/or opening bids must start at the MAP without a “Buy It Now” option
    3. Best Offer Auctions are not allowed
  12. Negotiated Contracts – On occasion with explicit approval by EFX™ Gallery, there may be instances where a dealer may be allowed to sell certain EFX™ Gallery branded products at below MAP pricing. This discount amount and length of discount period will be determined by EFX™ Gallery.
  13. EFX™ may run a sale from time to time and in such a case, the MAP will be the same as the sale price on those particular EFX™ branded items and on those particular dates. EFX™ Gallery will send out a notice in advance with details of the special pricing period.
  14. Sales representatives of EFX™ products will supply a copy of the EFX™ Gallery MAP policy to any new or existing reseller to be read, acknowledged, then signed and returned to EFX™. By doing so, the reseller is bound to this agreement and agrees to abide by the MAP and reseller requirements spelled out in this document.

*For price quotations not in US dollars and for consistency and “an even playing field”, use CNN Money currency translator found at when converting to your local currency.