The Federal Trade Commission (FTC) has finalized a consent order settling charges related to Omnicom Group Inc.'s planned $13.5 billion acquisition of The Interpublic Group of Companies, Inc. (IPG). The FTC alleged that the merger would violate antitrust laws by enabling coordination among advertising agencies to restrict advertising on certain websites and applications.
According to the FTC, such coordination—sometimes conducted through industry associations—could reduce advertising revenue for specific media publishers. This reduction in revenue could lead publishers to scale back content offerings and investment in their platforms.
After receiving public comments, the FTC modified its proposed order before final approval. The final order clarifies its scope and introduces a compliance monitor to oversee adherence. It specifically prevents Omnicom from denying advertising dollars to media publishers based on political or ideological viewpoints unless an advertiser customer provides explicit, individualized direction.
The commission approved the final order with a 2-0-1 vote; Commissioner Mark R. Meador recused himself from the decision.
"The Federal Trade Commission works to promote competition, and to protect and educate consumers. The FTC will never demand money, make threats, tell you to transfer money, or promise you a prize. You can learn more about how competition benefits consumers, file an antitrust complaint, or comment on a proposed merger. For the latest news and resources, follow the FTC on social media, subscribe to press releases, and read our blog," stated the agency.
