Effective Date: July 2026

1. Purpose and Philosophy

Full On Lighting Ltd. is deeply committed to the success of our Independent Bicycle Dealer network and retail partners. We design premium bike lights and accesories, and we rely on our dealers to provide the expert advice, customer service, and in-store experience our riders expect.

To protect our brand integrity, prevent margin-eroding price wars, and ensure our retail partners can sustainably stock and support our products, Full On Lighting has unilaterally adopted this Minimum Advertised Price (MAP) Policy.

2. The Minimum Advertised Price (MAP) Standard

The Minimum Advertised Price for all Full On Lighting products is strictly set at 10% below the Manufacturer’s Suggested Retail Price (MSRP).

• Example: If the MSRP of a product is $100.00, the MAP is $90.00.

• No Reseller may advertise a Full On Lighting product at a price lower than the established MAP.

• An official MAP price list will be provided to all authorized dealers and updated periodically. If Full On Lighting adjusts the MSRP (and thereby the MAP), Resellers will be given 30 days' written notice to update their advertising.

3. Direct-to-Consumer (D2C) Parity

Full On Lighting recognizes that true partnership requires a level playing field. Therefore, Full On Lighting explicitly subjects its own direct-to-consumer (D2C) website and e-commerce operations to this exact same MAP Policy.

Full On Lighting will not advertise or sell its products direct-to-consumer below the MAP (10% off MSRP). Any promotional discounts, sales, or "MAP Holidays" offered on the Full On Lighting website will be universally announced in advance, allowing all authorized Resellers to participate and match pricing during that specific window.

4. Scope and Advertising Guidelines

This policy applies to all forms of advertising, including but not limited to:

• Digital: E-commerce websites, third-party marketplaces (e.g., Amazon, eBay), Google Shopping, social media ads, banner ads, and email newsletters.

• Print & Broadcast: Catalogs, flyers, magazines, posters, television, and radio.

What constitutes a MAP violation:

• Displaying an advertised price lower than 10% off MSRP.

• "Strike-through" pricing that shows a price lower than MAP before the item is placed in the customer's digital shopping cart.

• Site-wide discounts, coupons, or promo codes (e.g., "Take 20% off your whole order") unless [Company Name] products are explicitly excluded in the promotional text.

• Bundling [Company Name] products with other items in a way that effectively discounts the [Company Name] product below MAP.

What is permitted:

• This policy applies only to advertised prices. It does not restrict the actual final checkout price, in-store price, or phone-negotiated price. Resellers remain completely free to sell products at any price they choose.

• Language such as "Add to Cart for Best Price," "Call for Price," or "Email for Price" is permitted, provided no price below MAP is shown prior to that action.

• Offers for free shipping or free installation, provided they are not framed as a cash discount on the product itself.

5. Policy Violations & Enforcement

Full On Lighting actively monitors advertised pricing across all sales channels. If a Reseller violates this policy, Full On Lighting will unilaterally take the following actions:

• First Violation: The Reseller will receive a written warning and must correct the advertised price within 48 hours.

• Second Violation: The Reseller’s account will be suspended, and shipments of [Company Name] products will be halted for a period of 30 days.

• Third Violation: Full On Lighting will permanently terminate its business relationship with the Reseller and revoke their authorized dealer status.

6. Unilateral Action

This MAP Policy is a unilateral policy established independently by Full On Lighting. Full On Lighting does not ask for, nor will it accept, any agreement or assurance of compliance from a Reseller. Full On Lighting will not discuss the MAP Policy violations of one Reseller with another Reseller.

7. Contact Information

All questions regarding this MAP Policy should be directed to our MAP Policy Administrator at info@fullonlighting.com or 1-833-838-5566. No other Full On Lighting employee, including independent sales reps, is authorized to modify, interpret, or grant exceptions to this policy.