Three of the world’s largest advertising companies settled Wednesday with the Federal Trade Commission (FTC) over claims that they colluded on policies to combat alleged misinformation that denied advertising revenue to conservative publishers such as Breitbart News.
The FTC said in a complaint filed on Wednesday in the U.S. District Court for the Northern District of Texas that WPP, Dentsu, and Publicis coordinated on policies that limited the number of ads that ran on sites with content that the industry had identified as misinformation. The policy resulted in fewer ads running on media outlets such as Breitbart News, punishing outlets that ran content that was “lawful but disfavored.” The filing explained that these advertisers sought to impose common “brand safety” standards across the digital advertising industry. The FTC stated that the ad agencies, with their primary competitors, Omnicom and IPG, operated through their trade associations to establish a “Brand Safety Floor” to combat “misinformation.”