The Federal Trade Commission is addressing antitrust concerns related to Omnicom Group’s proposed $13.5 billion acquisition of The Interpublic Group of Companies (IPG). Omnicom, a U.S.-based advertising agency involved in media buying and campaign execution, will become the world’s largest media buying firm upon acquiring IPG, currently the fourth-largest agency. To address competition concerns, the FTC has accepted a proposed consent order prohibiting Omnicom from engaging in collusive practices, particularly from coordinating to deny advertising to publishers based on their political or ideological views. The FTC's complaint warned that further consolidation could heighten the risk of coordination in the media buying industry, which already has a history of such behavior.
Daniel Guarnera, Director of the FTC’s Bureau of Competition, stated, “Coordination among advertising agencies to suppress advertising spending on publications with disfavored political or ideological viewpoints threatens to distort not only competition between ad agencies, but also public discussion and debate.” The proposed order limits Omnicom’s influence by requiring that any advertising restrictions must be directed specifically by its clients. The Commission approved the complaint and consent agreement for public comment by a 2-0-1 vote, with Commissioner Mark R. Meador recused.
