Thorne has determined that certain advertising practices undermine its trade reputation, brand, and image within its targeted consumer population. These same advertising practices discourage resellers from investing in Thorne product lines and providing the best possible service and support to consumers, including nutritional consultation and other consumer services. Accordingly, to protect the integrity of the Thorne brand, Thorne has adopted this unilateral Minimum Advertised Price Policy (the “Policy”).
WHO IS COVERED BY THIS POLICY?
This Policy applies to all authorized distributors and resellers (each individually referred to herein as a “Reseller” and collectively as “Resellers”) of Thorne products in the United States who advertise Thorne products for sale. This Policy is not negotiable and will not be altered for any individual Reseller.
WHAT IS MAP?
Thorne is solely responsible for establishing the minimum advertised price (“MAP”) for each Thorne product. Thorne will communicate this pricing to authorized Resellers via Thorne’s current Retail Price List. Thorne will provide at least fourteen (14) days’ notice to Resellers of any change to the MAP of any Thorne product.
Resellers are free to sell Thorne products at any price they deem appropriate. However, it is a violation of this Policy for a Reseller to advertise Thorne products at a price lower than MAP.
WHAT KINDS OF ADVERTISING ARE COVERED BY THIS POLICY?
- Promotional or pricing information displayed via the Internet, including, but not limited to, website pages and banners, splash pages, social media, emails, blogs, paid advertisements, web searches, and other digital marketing channels
- Promotional or pricing information displayed via any type of media, including, but not limited to, print, radio, television, email marketing, and social media, regardless of whether such media is intended for national, regional, or targeted circulation
WHAT DOES THIS POLICY NOT COVER?
- Advertising inside a healthcare practitioner’s office to the healthcare practitioner’s patient base
- Pricing displayed during the shopping cart or checkout process, provided that such pricing is obscured technically so that it is not retrievable by shopping and pricing engines, nor displayed on search page results within the Reseller’s own website
WHAT IS PROHIBITED BY THIS POLICY?
- Offering coupons, discounts, rebates, or other inducements at a price lower than the MAP, including through use of a storewide sale, promotional code, or other similar provision that can be applied to Thorne products
- Bundling a Thorne product with other products or services in a manner that results in below-MAP pricing for the bundled Thorne product (see also Subscribe & Save Pricing below)
- Direct or indirect attempts to circumvent this Policy
WHAT IS NOT PROHIBITED BY THIS POLICY?
- Advertising “call for price” or “email for price,” so long as no price is listed and no automated call or “bounce-back” email is used in response
- Advertising free or reduced-price shipping, so long as such offer applies to all or almost all other products offered by the Reseller in the same product category
- Occasional MAP holidays or promotions applicable to Resellers, during which times a Reseller may advertise Thorne product below MAP
- Thorne will notify Resellers of authorized promotions generally not less than thirty (30) days in advance.
SUBSCRIBE & SAVE PRICING
“Subscribe & save” pricing below MAP is only permitted if all of the following conditions are met:
- The MAP-compliant price is clearly displayed as both the primary and default price on the product landing and product detail pages as well as within search results on the Reseller’s site in general;
- The “subscribe & save” pricing is explicitly labeled as part of a recurring subscription offer (e.g., “With Subscribe & Save” or “Save 10% with Auto-Delivery”);
- The “subscribe & save” pricing is not promoted as a standalone discount in advertising, paid search, social media, or external comparison engines;
- The “subscribe & save” pricing only appears on the product detail page or during the checkout process; and
- The “subscribe & save” discount does not exceed ten percent (10%) on any one item or twenty percent (20%) on multiple items.
NON-COMPLIANCE
Thorne will take the following actions against Resellers who fail to comply with this Policy:
- First Violation: Thorne will notify the Reseller in writing of its non-compliance and immediately place the Reseller’s account on shipping hold for thirty (30) days. Thorne will revoke its acceptance of any pending orders, cancel any pending shipments to the Reseller, and not accept new orders from Reseller during this 30-day period. If a Reseller fails to cure its first violation within seven (7) days after receiving written notice, such continued non-compliance will constitute a second violation.
- Second Violation: Thorne will revoke the Reseller’s “authorized” status and inform Thorne’s distributors of the revocation. If the Reseller purchases directly from Thorne, Thorne will terminate its business relationship with the Reseller, revoke the acceptance of any pending orders, and cancel any pending shipments to the Reseller.
POLICY ADMINISTRATION
Thorne may update, revise, suspend, terminate, reinstitute, or modify this Policy at any time in its discretion. Thorne will provide authorized Resellers with at least thirty (30) days’ advance written notice of any modifications to this Policy. To the extent any provision, term, or agreement governing the relationship between Thorne and any particular Reseller (or Resellers, in general) might be construed in a manner that is inconsistent with the terms of this Policy, the terms of this Policy supersede and control.
This Policy will be enforced by Thorne in its discretion and without notice. Resellers have no right to enforce the Policy.
All communications regarding this Policy must be submitted in writing to Thorne’s MAP Liaison at web-compliance@thorne.com. Thorne will not accept other forms of communication from Resellers regarding the Policy.
This Policy is effective as of August 31, 2025 (the “Effective Date”), and supersedes and replaces in their entirety all prior Thorne policies and/or representations regarding minimum advertised pricing or resale pricing for Thorne products applicable to Resellers.
This site is exclusive to Thorne Retail customers.