Major Ad Agencies Settle FTC Claims Over Misinformation Practices
Three leading advertising firms reached a settlement with the Federal Trade Commission (FTC) regarding allegations of collusion that affected funding for conservative media, including Breitbart News.
The FTC’s complaint revealed that WPP, Dentsu, and Publicis allegedly coordinated a strategy to limit advertisements on websites the industry branded as containing misinformation. This policy led to decreased advertising opportunities for platforms like Breitbart and punished those publishing what the agencies deemed “legal but objectionable” material. The FTC noted that these companies aimed to implement uniform “brand safety” standards across digital advertising.
FTC Chairman Andrew Ferguson commented, “The actions of these advertising agencies have significantly disrupted competition in the ad buying market.” He emphasized that antitrust laws are designed to maintain open market access and prevent actions that lead to economic boycotts, which can hinder competition, inflate prices, and restrict innovation.
Ferguson pointed out that the “Brand Safety Agreement” limited competition and denied advertisers the chance to adopt individualized brand safety standards suitable for their needs.
“This illegal collusion has not only harmed our markets, but has also distorted the free exchange of ideas by unfairly targeting certain expressions and viewpoints,” he added. The proposed resolution aims to address these collusive practices and reinstate competitive dynamics within the digital news landscape.
A representative from WPP stated that the settlement reinforces their ongoing commitment to offering impartial advice to clients regarding media placements. Dentsu echoed this sentiment, advocating for transparency and adherence to legal standards, while Publicis did not provide a response to inquiries.
The FTC filing indicated that these firms were “coordinating” with the Global Alliance for Responsible Media (GARM), created by the World Federation of Advertisers, which included the three companies in its discussions.
Additionally, the FTC claimed GARM sought to redefine “misinformation” to better align with its criticisms of Breitbart News, focusing on alleged selective fact usage to mislead audiences.
“GARM didn’t just create neutral guidelines; it actively influenced outcomes. In November 2021, GARM leadership suggested categorizing ‘intentionally misleading’ content as misinformation, particularly targeted at denying advertising revenue to Breitbart,” the statement highlighted.
The FTC also revealed that even after GARM disbanded, advertisers appeared to be planning to continue their brand safety protocols. Just days following GARM’s closure, WPP notified partners that it would persist with GARM’s standards. Similarly, Dentsu took part in a research initiative to carry on the objectives of the now-defunct group but later ceased the practice after increased scrutiny.
Leading up to the November 2024 elections, executives from major industry organizations expressed a reluctance to address GARM until after the political landscape settled.
“I’ve come to understand you’re gearing up to discuss GARM as a pressing issue. However, we’re not ready to outline next steps, as discussions are ongoing,” one executive noted.
The FTC concluded that recent industry actions indicated a readiness to re-engage in competitive conspiracies based on political shifts.
In June 2025, the FTC mandated that two major advertising companies involved in a merger agree to refrain from colluding or discriminating based on political ideologies.
Ferguson announced that this was a significant achievement tied to the merger of Omnicom and IPG, which combined account for approximately one-third of the top six advertising companies globally. Under the merger conditions, these companies committed to avoiding practices that discriminate based on political views.
During an investigation by the House Judiciary Committee, John Montgomery, then vice president of global brand safety, shared insights regarding Breitbart, reflecting on earlier debates about whether to blacklist the platform for its opinions.
“It was a tricky situation with Breitbart—we had serious discussions about their potential inclusion on the exclusion list, largely due to our concerns about their ideology,” he remarked.
In a later statement, Ferguson commented on GARM’s intentions, suggesting it sought to undermine publishers producing disapproved content.
The FTC signaled that, pending approval from a federal judge, the settlement would prevent major advertising firms from participating in collusive agreements that promote biased standards for advertising.
