FTC Targets Ad Agencies Over Brand Safety Rules

The Federal Trade Commission (FTC) and eight states have proposed a settlement with major advertising agencies, aiming to prevent coordinated efforts to avoid specific platforms based on political viewpoints. The FTC contends that these agencies violated antitrust laws by collectively establishing brand safety rules. These rules allegedly disadvantaged platforms with content deemed problematic, such as misinformation. The action specifically targets coordinated initiatives like the World Federation of Advertisers' Global Alliance for Responsible Media (GARM), which aimed to standardize brand safety practices. This move signals increased scrutiny on industry collusion and its impact on market competition.