Minimum Advertised Price Policy

DI Optical USA,  reserves the right to discontinue doing business with any dealers or distributers that advertise DI products at a price lower than the Minimum Authorized Price (MAP).

Advertising Guideline

The MAP Policy applies to all advertisements of DI products in any and all media, including but not limited to flyers, posters, coupons, mailers, inserts, newspapers, magazines, catalogs, television, radio, and public signage, as well as Internet sites, social media sites, apps, or any other electronic media.

Website features such as “click for price”, automated “bounce-back” pricing e-mails, pre-formatted e-mail responses, forms, and automatic price display for any items prior to being placed in a customer’s shopping cart, and other similar features are considered to be communications initiated by the dealer (rather than by the customer) and thereby constitute “advertising” under this MAP Policy.

It shall not be a violation of this MAP Policy to advertise that a customer may “call for price” or “email for price”, or to use similar language, specifically with respect to DI Optical USA Products, so long as no price is listed.

From time to time, DI Optical USA may permit resellers to advertise MAP Products at prices lower than the MAP retail price. In such events, DI Optical USA reserves the right to modify or suspend the MAP retail price with respect to the affected products for a specified period of time by providing advance notice to all resellers of such changes.

Used or refurbished products can be advertised below the designated MAP as long as the reseller clearly and prominently discloses that the product is “used or refurbished products.” DI Optical USA defines used or refurbished item as product obtained by the reseller through customer return, customer trade-in, demo units, reconditioned by factory, or other means.


DI Optical USA will issue a warning letter to the reseller that the reseller will have seven (7) days to correct the violation. If the violation is not corrected within this period of time, the resellers will no longer purchase the products from us.