In this episode of Flock Talk, I’m joined by Michael Murphy, a leading attorney in e-commerce, antitrust, and brand protection at K&L Gates. We dive deep into how brands can protect their presence in today’s ever-evolving online marketplace. From laying the legal groundwork to developing robust pricing policies, Michael offers a masterclass in controlling your distribution and protecting your brand from unauthorized sellers.

You’ll hear why enforcement isn’t just about having a MAP policy or spotting counterfeit products—it’s about building a brand culture focused on integrity, accountability, and long-term success. If you’re responsible for e-commerce strategy, brand management, or legal compliance, this episode is full of actionable insights you can put to work right away.

Episode Highlights:

[0:00] - Introduction

[1:00] - The true meaning of brand protection and why it’s more than just IP rights

[3:15] - Why trademarks, copyrights, and patents are only the starting point

[5:00] - Understanding authorization programs and how to tailor them to your brand

[7:00] - What “internet authorized reseller programs” are and why they’re a strong middle ground

[9:17] - Pricing policies 101: separating authorization from pricing enforcement

[10:06] - Common MAP misconceptions and how to avoid legal pitfalls

[12:00] - Why a MAP policy alone won’t fix your pricing issues without distribution control

[13:13] - When pricing policy enforcement is most effective—and when it’s irrelevant

[14:10] - How to detect red flags in authorized reseller behavior

[16:00] - Why you should avoid “strike one, strike two” approaches in pricing enforcement

[18:06] - Setting consistent pricing rules—even for seemingly minor violations

[20:00] - Can you cut off sellers who aren’t adding value, even if they’re compliant?

[22:00] - What role does Amazon Brand Registry really play in enforcement?

[23:20] - Identifying liquidation issues and preventing false advertising claims

[28:00] - Why evidence matters before reporting—how to do sample buys the right way

[31:00] - The power of quality control standards in unauthorized seller enforcement

[33:00] - When shipping and storage practices create legal risks for resale

[35:00] - Why unauthorized sellers are often more sophisticated than brands

[38:00] - Creating a culture of brand protection and long-term strategy

Key Takeaways:

1. Authorization is the foundation. Before enforcing pricing, brands must clearly define who is allowed to sell their products and where.

2. MAP is not a contract. Brands must treat minimum advertised pricing policies as unilateral—not agreements—and enforce them legally and consistently.

3. Evidence is everything. Never report a seller for counterfeit or false advertising without documented proof, including sample purchases and chain of custody.

4. Quality control matters. Especially for health, beauty, and FDA-regulated products, proper storage and handling standards can be key to protecting your brand legally.

5. Brand protection is a mindset. It requires internal alignment, strategic focus, and an ongoing investment in systems, monitoring, and—if necessary—litigation.

Connect with Michael:

• Michael Murphy – K&L Gates: klgates.com

• Contact Michael: michael.r.murphy@klgates.com

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• If this episode gave you fresh perspective or helpful tools, I’d love it if you followed the show, rated the episode, and shared it with someone else facing similar e-commerce challenges. Let’s keep helping more brands thrive online.