FTC could bar Omnicom, Interpublic from boycotting sites over political views as merger condition: report
The FTC Considers Imposing Conditions on Omnicom and Interpublic Merger
As part of the approval process for the pending merger between advertising giants Omnicom and Interpublic, the Federal Trade Commission (FTC) is reportedly considering barring the suppression of ads to websites based on their political views.
Chairman Andrew Ferguson, appointed by President Trump, is leading the FTC’s efforts to investigate and prevent collusive ad boycotts that unfairly target conservative media. This broader effort is aimed at ensuring fair competition in the advertising industry.
Omnicom, based in New York City, came under scrutiny for its involvement with the Global Alliance for Responsible Media, a left-leaning advertising cartel accused of attempting to defund news outlets and platforms, including The Post. House Judiciary Committee chair Jim Jordan launched an investigation into Omnicom following the merger announcement in December.
The FTC is currently reviewing the $13.25 billion all-stock deal between Omnicom and Interpublic, which, if approved, would create the largest ad agency in the world with approximately $25 billion in annual revenue.
The terms of the merger deal are still under review, and Reuters reported that they have yet to be finalized. Representatives for the FTC, Omnicom, and Interpublic have not responded to requests for comment.
Analyst Brian Wieser noted the highly politicized environment surrounding advertising agencies in the US, as the FTC moves to address antitrust concerns and potential violations related to ad boycotts against certain news outlets.
The investigation also includes scrutiny of watchdog organizations like Media Matters and Ad Fontes Media, as well as their interactions with advertising firms. The FTC has requested documents from top ad agencies to determine if there have been any violations of antitrust laws through participation in boycotts.
The probe extends to Elon Musk’s X and its experiences with advertiser boycotts after changes in content moderation practices. The FTC is focused on investigating the impact of these boycotts on competition in the online advertising ecosystem.
Overall, the FTC’s efforts aim to ensure fair competition in the advertising industry and prevent anti-competitive practices that harm media outlets and platforms.
With Post wires
