FTC Locks In Omnicom–IPG Deal With Stricter Ad Rules

The FTC has authorized a revised ultimate consent order tied to Omnicom’s $13.5 billion acquisition of Interpublic Group (IPG), explicitly stopping the corporate from denying advert {dollars} to publishers primarily based on political or ideological viewpoints—except a consumer expressly directs it.In June, the FTC conditionally cleared the cope with a proposed consent decree barring politically motivated advert boycotts. That order is now ultimate, with added oversight and a clarification of scope.After a compulsory public remark interval, the FTC revised the order so as to add a compliance monitor and be certain that the restrictions solely apply inside america. The fee voted 2-0-1 to approve the order, with Commissioner Mark R. Meador recused.The FTC mentioned promoting holding corporations, together with by way of business commerce teams, have at occasions coordinated boycotts of sure media websites, reducing off their advert income and weakening their potential to provide content material.The order bars Omnicom from retaining exclusion lists or ideology-based blocklists except a specific advertiser asks for one—placing the choice again within the fingers of its purchasers.The merger additionally cleared a key U.Ok. overview final month, when the Competitors and Markets Authority declined to escalate the deal to a phase-two probe. The European Union stays among the many regulators nonetheless reviewing the transaction.Omnicom and IPG had already been below scrutiny by the FTC, which issued a second data request earlier within the 12 months, signaling deeper antitrust overview.IPG’s Q2 income fell 12 months over 12 months, however its margin hit a document excessive because it minimize prices in anticipation of the merger. Omnicom continues to anticipate the deal to shut within the second half of 2025.The choice reveals regulators are paying nearer consideration to how promoting holding corporations use their market energy in ways in which might impression the movement of promoting {dollars} on-line.