Omnicom’s $13.5bn acquisition of rival Interpublic can transfer ahead on the situation the brand new firm doesn’t enter agreements with others to steer advert {dollars} in the direction of or away from publishers primarily based on political content material, the US Federal Commerce Fee mentioned on Monday.
The settlement with the company would nonetheless enable particular person advertisers to specify the place their advertisements are proven, the FTC mentioned. It could additionally settle potential claims from the FTC’s nascent investigation into potential coordination with media watchdogs who’ve been accused by Elon Musk of serving to orchestrate advertiser boycotts of the social media platform X.
“Right this moment’s settlement doesn’t restrict both advertisers’ or advertising and marketing corporations’ constitutionally protected proper to free speech,” mentioned Andrew Ferguson, the FTC chairman.
Spokespeople for the businesses didn’t instantly reply to requests for remark.
Omnicom entered the all-stock deal to purchase Interpublic in December, creating the world’s largest promoting company. Within the US, the agency would grow to be the most important media shopping for advert company, the FTC mentioned.
Ferguson had beforehand criticized settlements that require corporations to vary their conduct, relatively than spin off belongings, calling them troublesome to implement.
“The historical past of collusion available in the market for media-buying companies, and the elevated potential for collusion post-merger, make this a uncommon occasion the place the imposition of a behavioral treatment is suitable,” he mentioned.
Monday’s settlement would require the corporate at hand over associated paperwork and file annual compliance experiences for 5 years.
The settlement requires remaining approval from the FTC, which is led by three Republican commissioners, after a public remark interval. Two of the commissioners voted to enter the proposed settlement on Monday and one was recused.
