According to the FTC’s complaint, beginning in 2018, ad agencies WPP, Publicis and Dentsu operated through trade associations to impose common “brand safety” standards and target what they called “misinformation,” the regulator said in a Wednesday (April 15) press release.
“The ad agencies’ brand-safety conspiracy turned competition in the market for ad-buying services on its head,” FTC Chairman Andrew N. Ferguson said in the release. “The antitrust laws guarantee participation in a market free from conduct, such as economic boycotts, that distort the fundamental competitive pressures that promote lower prices, higher quality products and increased innovation.”
The proposed order to which the ad agencies agreed to resolve the FTC’s charges will stop the alleged coordinated conduct and prevent it from happening in the future, according to the release. The order is subject to approval by a federal judge.
Reached by PYMNTS, a WPP spokesperson said in an emailed statement: “WPP Media confirms that it has reached agreement on a mutually acceptable consent order with the FTC on a no admit or deny basis. We are pleased to finalize this agreement with the FTC which reflects our existing and ongoing commitment to provide our clients with unbiased advice as they decide where to place their media.”
A Dentsu spokesperson said in an emailed statement: “Dentsu remains fully committed to operating transparently, with integrity, and in strict compliance with all applicable laws. Our dedication to delivering value and maintaining the highest standards of compliance is unchanged.”
Publicis did not immediately reply to PYMNTS’ request for comment.
The FTC was joined in its complaint by eight states: Florida, Indiana, Iowa, Montana, Nebraska, Texas, Utah and West Virginia, according to the regulator’s press release.
The regulator said in September 2025 that it approved a final order that settled its complaint against Omnicom Group and The Interpublic Group of Companies (IPG), which alleged that these two ad agencies coordinated together and through industry associations to deny ad dollars to media publishers based on their political or ideological viewpoint.
