Good morning. Today, Omnicom makes a promise to the Federal Trade Commission; a partnership to sell Wegovy weight-loss treatments gives way to accusations; and regulators wield a new law to seek changes in Google search.

The Federal Trade Commission cleared Omnicom to proceed with its planned acquisition of Interpublic after the ad giants promised not to collude on politically motivated ad boycotts, Patrick Coffee reports for CMO Today.

In an agreement announced Monday, the companies pledged not to coordinate with other firms to move advertising dollars away from media outlets based on their perceived political or ideological alignment.

The agreement doesn’t include any admission that either Omnicom or IPG had previously done so.

The agreement, when final, will also release Omnicom and IPG from demands for information the commission made this month as part of its probe into alleged politically motivated ad boycotts against sites like X.

The FTC’s approval is technically provisional, subject to 30 days of public comment and a final vote from the commission. 

Novo Nordisk abruptly ended its deal allowing Hims & Hers Health to offer its blockbuster weight-loss treatment Wegovy over concerns about what it called illegal mass compounding and deceptive marketing, Peter Loftus and Robb M. Stewart reports.

The messy breakup comes less than two months after the companies unveiled what they called a long-term collaboration to directly provide Wegovy to Hims & Hers patients.

But Novo Nordisk said on Monday that it had concerns about the safety of knockoff versions of Wegovy, and that Hims & Hers’ marketing of them put patients at risk.

In turn, Hims & Hers accused the pharma giant of pressuring it to steer patients to Wegovy regardless of whether it was the best option for patients.

“We refuse to be strong-armed by any pharmaceutical company’s anticompetitive demands that infringe on the independent decision making of providers and limit patient choice,” Hims & Hers CEO Andrew Dudum said on X.

Google would be tagged with “strategic market status” under a proposal Tuesday by the U.K.’s antitrust authority, paving the way for measures that would change how the search giant operates, Adrià Calatayud reports.

Under the U.K.’s new Digital Markets, Competition and Consumers Act, assigning Google special market status would let officials require changes aimed at increasing competition.

Early priorities include requiring screens to give users choice between different search providers and ensuring that businesses appearing on Google search are treated with fair ranking principles, the regulator said.

The Competition and Markets Authority is also eyeing measures providing more transparency and control to publishers whose content appears in search results, it said.

How Visa and Mastercard can survive the stablecoin threat. [WSJ] 

Unhappy beer distributors summoned CMOs from the country’s biggest brewers to a summit on their sales woes. [Ad Age] 

Apple removed an ad from its website and YouTube just a day after posting it. [The Verge] 

Dove owner Unilever struck a deal to acquire Dr. Squatch, the direct-to-consumer body care brand whose marketing with Sydney Sweeney broke through with Gen Z men. [Marketing Dive]

New York City is seeking a naming-rights sponsor for its fleet of ferry boats. [Adweek]

A 24-year-old influencer who lives with his parents started an “aspirational” clothing line called Stay at Home Sons. [BI]