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FTC Approves Omnicom’s $13.5B IPG Merger Under Strict Oversight

By  |  September 29, 2025

The Federal Trade Commission (FTC) has granted final approval for Omnicom Group Inc.’s $13.5 billion acquisition of The Interpublic Group of Companies, Inc. (IPG), imposing a series of conditions designed to prevent potential antitrust violations. The decision, announced after a 2-0-1 vote in which Commissioner Mark R. Meador recused himself, underscores the agency’s concerns over competitive practices in the advertising industry.

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    According to a statement from the FTC, the order prohibits Omnicom from discriminating against media outlets by withholding advertising dollars based on political or ideological viewpoints, except when such decisions are explicitly directed by clients. Regulators first raised the issue in June, alleging that advertising firms had, in some cases, engaged in coordinated boycotts against specific publishers. Per the statement, the agency warned that these practices undermine the financial viability of publishers by restricting revenue streams needed to produce content and invest in their platforms.

    Read more: UK Regulator Approves $13 Billion Omnicom–IPG Merger

    Following a period for public feedback, the FTC adjusted the scope of the consent decree before finalizing it. The order will apply only in the United States and requires the appointment of an independent compliance monitor for at least five years. Omnicom must also provide annual reports over the same period and keep detailed records of its ad placement practices.

    The order includes strict prohibitions on Omnicom creating or sharing inclusion or exclusion lists of publishers tied to political affiliation, journalistic standards, or diversity and inclusion criteria, which the agency collectively referred to as “Covered Bases.” Such lists can only be used if directly requested by clients. Additionally, Omnicom is barred from coordinating with other advertisers or outside entities on such criteria. Under the 10-year framework, advertisers retain full authority over brand placements, while Omnicom is required to dismantle any internal policies that conflict with these obligations.

    Internationally, the merger has already received clearance from the United Kingdom’s Competition and Markets Authority.

    Source: Social Samosa