FTC Sues Advertising Firms for Alleged Collusion Against Conservative Media
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Apr 15 2026
0mins
Source: seekingalpha
- Collusion Allegations: The FTC, alongside several state attorneys general, has filed a lawsuit against WPP, Publicis, and Dentsu, alleging that in 2018, these firms colluded to boycott online media platforms deemed to publish 'misinformation,' resulting in significant declines in digital ad sales for conservative publishers.
- Brand Safety Standards: The complaint states that the defendants agreed to adopt uniform 'brand safety standards' by establishing the Advertising Protection Bureau, which aimed to steer client ads away from politically conservative media, thereby undermining market competition.
- Market Distortion Impact: FTC Chairman Andrew Ferguson noted that this unlawful collusion not only harmed the marketplace but also distorted the marketplace of ideas by discriminating against speech and viewpoints that fell below the unlawfully agreed-upon standards, impacting free expression.
- Agency Response: While the accused advertising firms have agreed to cease unlawful collusion and prevent similar conduct in the future, they did not admit to any wrongdoing, highlighting the complexities and legal risks associated with advertising based on political content.
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About WPP
WPP plc is a United Kingdom-based creative transformation company. The Company offers national and multinational clients a comprehensive range of communications, experience, commerce, and technology services. Its segments include Global Integrated Agencies, Public Relations, and Specialist Agencies. The Global Integrated Agencies segment includes creative agencies and media agencies. Its structure includes four operating units: WPP Media, WPP Production, WPP Enterprise Solutions and WPP Creative. WPP Media integrates media, data, and partnerships to provide personalized content across channels. WPP Production provides content delivery services and supports client marketing requirements. It provides customer experience, commerce, Customer Relationship Management (CRM), content transformation, and technology capabilities and others. The Public Relations and Specialist Agencies segment includes WPP agencies under a leadership structure and the WPP Open platform.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Market Distortion Impact: FTC Chairman Andrew Ferguson noted that this unlawful collusion not only harmed the marketplace but also distorted the marketplace of ideas by discriminating against speech and viewpoints that fell below the unlawfully agreed-upon standards, impacting free expression.
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- Brand Safety Standards: The complaint states that the defendants agreed to adopt uniform 'brand safety standards' by establishing the Advertising Protection Bureau, which aimed to steer client ads away from politically conservative media, thereby undermining market competition.
- Market Distortion Impact: FTC Chairman Andrew Ferguson noted that this unlawful collusion not only harmed the marketplace but also distorted the marketplace of ideas by discriminating against speech and viewpoints that fell below the unlawfully agreed-upon standards, impacting free expression.
- Agency Response: While the accused advertising firms have agreed to cease unlawful collusion and prevent similar conduct in the future, they did not admit to any wrongdoing, highlighting the complexities and legal risks associated with advertising based on political content.
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