WebDesk — June 27, 2025
The Federal Trade Commission (FTC) has approved a massive $13.5 billion merger between global advertising giants Omnicom Group and Interpublic Group (IPG)—but watchdogs say a major question remains unanswered: Will they continue using media rating firms like NewsGuard, accused of political bias?
The FTC’s consent decree, released last week and open for public comment for 30 days, allows the merger but sets clear rules. The new combined entity must not discriminate against publishers based on political or ideological views and must stop using “exclusion lists” that block conservative or alternative outlets from receiving ad revenue.
Anticompetitive Behavior Cited, But No Charges
According to the FTC, both companies had violated U.S. antitrust laws, including the Clayton Act, by illegally colluding to boycott certain media outlets. Instead of pursuing charges, the FTC let the companies agree to the consent order, effectively giving them a warning while still greenlighting the merger.
The Role of NewsGuard and Others
At the center of the controversy is NewsGuard, a media monitoring company used by both Omnicom and IPG or their subsidiaries. Critics, including lawmakers and media watchdogs, have accused NewsGuard of rating liberal news outlets higher while unfairly penalizing conservative ones.
For instance:
- The Washington Post received a perfect 100 rating despite disputed reporting on COVID-19 and the Trump-Russia story.
- NewsGuard’s founder, Steve Brill, has longstanding ties to the Democratic Party.
Media monitors like NewsGuard, Media Matters, and GDI have often been used by ad agencies to flag so-called “disinformation”—a label many claim is a code for targeting conservative voices.
Industry Response: Silence and Concern
Both Omnicom and IPG declined to comment when asked if they would stop using NewsGuard or similar tools post-merger.
Christine Czernejewski, spokesperson for the Independent Media Council, which represents conservative outlets, called the FTC’s ruling “deeply concerning.”
“The FTC admits these agencies broke the law, but instead of real accountability, they get a green light for the biggest merger in ad industry history,” she said.
She added, “The consent order says nothing about the use of biased media monitors—this is censorship hiding in plain sight.”
READ MORE: FoodPapa makes a splash — But fizzles in execution
What Happens Next?
The merged company will become the world’s largest media buyer, handling an estimated $25 billion in annual advertising revenue.
Under the decree:
- Omnicom must submit annual compliance reports for five years.
- These reports must detail any exclusion lists used due to political or ideological content.
Still, there is no specific mention of NewsGuard or a ban on using similar media monitors.
NewsGuard claims it does not rate outlets based on politics and does not create exclusion lists—but critics say otherwise, citing multiple studies showing consistent bias toward liberal outlets.
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