Washington, D.C., September 26, 2025 – The Federal Trade Commission (FTC) has approved a modified final consent order addressing concerns that Omnicom Group Inc.’s proposed $13.5 billion acquisition of The Interpublic Group of Companies, Inc. (IPG) could harm competition in global advertising markets.
The final order, updated following a public comment period, strengthens restrictions to prevent coordination among major advertising agencies and ensure that decisions about where to place advertising are made independently and in line with client interests.
Under the revised terms, Omnicom is prohibited from denying advertising dollars to media publishers based on political or ideological viewpoints, unless explicitly instructed by individual advertising clients. The FTC said the change aims to protect the neutrality and diversity of online advertising environments, preventing large agencies from collectively steering ad spending in ways that could disadvantage certain publishers.
The FTC announced the original complaint in June 2025, alleging that leading advertising agencies had engaged in concerted conduct—sometimes via industry associations—to withhold ad placements on particular websites or apps. Such coordination, the FTC warned, can depress advertising revenue for targeted media outlets, limit content creation, and reduce consumer choice.
After reviewing comments from the public, the FTC clarified the order’s scope and added a compliance monitor to oversee adherence to the conditions. The final order ensures stronger oversight and enforcement in a fast-evolving digital advertising landscape.
The authority voted 2–0–1 to approve the final order, with Commissioner Mark R. Meador recused.
