What reference (Reg, Pam, Policy etc.) states that CLASS 7, Program of Record, Managed items cannot be purchased directly, and must be procured through the Program?
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The Army uses Technical Publications, Field Manuals and other directives to provide guidance to its acquisition workforce. As you stated, Class VII material is controlled by the Program of Record.
and ATP 4-42 (https://armypubs.army.mil/epubs/DR_pubs/DR_a/pdf/web/atp4_42.pdf) provide the Army guidance for the procurement and control of Class VII material.