FTC Approves Ad Buyers’ $13.5 Billion Merger But Bars Placement Based on Politics

In a landmark decision, the Federal Trade Commission (FTC) barred two major advertising buyers from restricting purchases based on ideological or political reasons. On June 23, the commission approved Omnicom Group Inc.’s $13.5 billion acquisition of The Interpublic Group of Companies Inc. However, in a consent order, the agency charged with protecting America’s consumers barred what it identifies as a coordinated boycott and discrimination in ad placement based on political viewpoints. Specifically, a consent order told Omnicom companies that they cannot “rely on ‘exclusion lists’ or other means of differentiating between Media Publishers … on the basis of political or ideological viewpoints to determine or direct Advertisers’ advertising placements”...