Ad companies settle with FTC over ‘brand safety’ collusion claims

April 15 (UPI) — U.S. advertising companies Dentsu, Publicis and WPP settled Wednesday with the Federal Trade Commission, which claimed they colluded over anti-misinformation policies that affected ad money for conservative publishers. The companies did not admit wrongdoing as part of the settlement.

In a press release, the FTC said the agencies “distorted America’s modern public square” and worked together to establish “brand safety” policies that limited the ads that could run on sites with content designated as misinformation. This affected ad revenues for conservative political websites and made it more difficult for them to make money from “disfavored political viewpoints,” the FTC release said. The commission filed a complaint Wednesday in the U.S.District Court for the Northern District of Texas.

A court must approve the settlement. The companies agreed not to collude to restrict ad-buying services over “news and political and social commentary content,” the FTC said.

The New York Times reported that a representative for Dentsu said the company was “fully committed to operating transparently, with integrity and in strict compliance with all applicable laws.” A representative for WPP told that Times the agreement “reflects our existing and ongoing commitment to provide our clients with unbiased advice as they decide where to place their media.” The companies own multiple ad agencies and buy digital ads on behalf of advertisers.

FTC Chairman Andrew N. Ferguson said in the release that the agencies’ brand safety policies “turned competition in the market for ad-buying services on its head.” The collusion, he said, “distorted the marketplace of ideas by discriminating against speech and ideas that fell below the unlawfully agreed-on floor.”

This follows a longstanding claim by the Trump administration that the media and websites treat conservatives unfairly. Ferguson and the FTC in 2025 also opened other inquiries into alleged anti-conservative censorship through online content moderation.