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Danco, LLC.
Internet Minimum Advertised Price (IMAP) Policy
May 2026
Danco, LLC (Danco) and its brands, including Danco®, Zenith by Danco™, and SEVENTY™, market and sell innovative plumbing and home improvement products. By investing significant resources in product design, development, technology, and personnel, Danco has established a strong reputation for providing high-quality, innovative, and value-added products with a premium image.
To help protect its exceptional image and ensure the long-term viability of its brands, Danco believes its products should be advertised on the Internet at prices that reflect the value of those products. To support this goal, Danco has implemented the following Internet Minimum Advertised Price (“IMAP”) Policy, which applies to every authorized retailer (“Retailer”) located in the United States and Canada.
1. Applicability. This IMAP Policy applies to any and all Internet advertising or promoting on websites, social media sites, banner advertisements, product advertisements, broadcast emails, texting, landing pages, and sponsored links of MAP Products by Retailers. Retailer may, however, sell MAP Products at any price(s) it chooses. This IMAP Policy applies only to the Internet advertised price of MAP Products and does not apply to the price at which the MAP Products are sold to a consumer.
2. Responsibility. Each Retailer is solely responsible for its compliance with this IMAP Policy. Each Retailer is responsible for conveying the IMAP Policy to any third-party reseller to which it sells and for ensuring that any third-party reseller complies with the IMAP Policy. Failure of the Retailer to enforce the IMAP Policy among third parties to which it sells will constitute a violation of the IMAP Policy by the Retailer.
3. MAP Products. Danco has identified certain products (“MAP Products”) that may not be advertised on the Internet at less than the minimum advertised price (“MAP Price”) as provided by Danco. The MAP Products covered by this IMAP Policy and the corresponding MAP Price are identified in the attached Schedule A. Retailers may advertise MAP Products at or above the listed MAP Price.
4. MAP Price. The “MAP Price” is a Retailer’s advertised price: (a) before all taxes, shipping, delivery and insurance charges paid by the Retailer’s customer; and (b) after applying all discounts, coupons, rebates and similar price reductions; and (c) after giving effect to the value of free or reduced-price bundles. Free or reduced-price shipping may be offered by a Retailer when offered in connection with a purchase of a MAP Product as long as such offer applies to all or almost all other products in that same category.
5. Internet Pricing. This IMAP Policy applies until the final on-line “checkout” stage, defined as the stage when either: (a) the MAP Product is put into a shopping cart that contains the customer’s name, shipping address, email address, and payment information, or (b) login information that includes such customer information. In either case, pricing in the final “checkout” stage must be obscured technically so that it is not retrievable by shopping and pricing engines, and not displayed on search page results within the Retailer’s own website, even if logged in. Retailer may communicate the actual sale price to the consumer in a manner it sees fit except for the following activities by or on behalf of a Retailer which will be considered to be non-compliant with this IMAP Policy:
- Failing to exclude MAP Products from a coupon, discount, promotion, rebate or site-wide sale (e.g. “% off”, “$ off”, “gift with purchase” or “buy-one-get one”) when the offer has the effect of reducing the Internet advertised price of the MAP Products below their MAP Prices.
- Indicating that a lower price for a MAP Product may be found at the “checkout” stage.
- Invitation to click or otherwise communicate to obtain a price of a MAP Product, except indicating the ability of customers to make specific inquiries by telephone or e-mail to obtain a price is permissible, as long as no automated call or “bounce-back” pricing e-mail is used.
6. Non-Compliance. Danco will take the following actions upon determining that a Retailer has advertised on the Internet any MAP Product(s) below the applicable MAP Price(s).
- First Violation. Danco will notify the Retailer in writing that it has failed to comply with this IMAP Policy and such Retailer shall correct the failure within seven (7) days.
- Second Violation. In the event the first failure is not corrected, Danco will notify the Retailer in writing that it has failed to comply with this IMAP Policy and such Retailer shall correct the failure within forty-eight (48) hrs.
- Third Violation. In the event the second failure is not corrected, Danco will discontinue sale to the Retailer of each MAP Product involved in the second violation for a period of ninety (90) days, so that all pending orders will be cancelled and no new orders will be accepted for ninety (90) days.
Danco may utilize a third party MAP monitoring agency to identify non-compliance.
7. Communications. Danco representatives are strictly prohibited from negotiating or modifying any aspect of this IMAP Policy with any Retailer, including that Retailer’s or any other Retailer’s compliance with the terms of the IMAP Policy. Further, only the person at Danco responsible for the IMAP Policy (the “Policy Administrator”) is authorized to discuss this IMAP Policy with Retailers.
8. Modifications to Policy. Danco has unilaterally adopted this Policy and is not an agreement or an offer to form an agreement. Danco is not requesting, and will not accept, any agreement regarding a Retailer’s compliance with this IMAP Policy. Danco, at any time, may vary the MAP Price(s) for any MAP Product(s), add to or delete any MAP Product(s) from this IMAP Policy, or suspend the application of this IMAP Policy for any MAP Product(s) for a stated period of time. In addition, this IMAP Policy may be modified, suspended, discontinued or rescinded in whole or in part by notice from Danco at its sole discretion.
9. Questions. Any and all questions and comments about the above IMAP Policy may be submitted via email to the Policy Administrator as set forth below. Danco will accept no other form of communication from Retailers about the IMAP Policy.
Danco, LLC.
Attn: IMAP Policy Administrator
E-mail: [email protected]
This IMAP Policy is void where prohibited by law.
