Is it illegal to not buy ads on X? Experts explain the FTC’s bizarre ad fight.

Summary

That may be why the Media Matters fight, which seems like just another front with a tangential player in the FTC's bigger battle, may end up mattering the most. Whereas others directly involved in the ad industry may be tempted to make a deal like Omnicon's to settle litigation, MMFA refuses to capitulate to Musk or the FTC, vowing to fight both battles to the bitter end. "It has been a recurring strategy of the Trump administration to pile up the pressure on targets so that they cannot afford to hold out for vindication at trial, even if their chances there seem good," Olson told Ars. "So they settle." It's harder than usual in today's political climate to predict the outcome of the FTC's appeal, Olson told Ars. Macpherson told Ars she's holding out hope "that the DC court would take the same position that the current judge did," which is that "this is likely vindictive behavior on the part of the FTC and that, importantly, advertisers' First Amendment rights should make the FTC's sweeping investigation invalid." Perhaps the FTC's biggest hurdle, apart from the First Amendment, may be a savvy judges who see through their seeming pressure campaign. In a notable 1995 case, a US judge, Richard Posner, "took the view that a realistic court should be ready to recognize instances where litigation can be employed to generate intense pressure on targets to settle regardless of the merits," Olson said. While that case involved targets of litigation, the appeals court judge—or even the Supreme Court if MMFA's case gets that far—could rule that "targets of investigation could be under similar pressure," Olson suggested. In a statement to Ars, MMFA President Angelo Carusone confirmed that MMFA's resolve has not faded in the face of the FTC's appeal and was instead only strengthened by the US district judge being "crystal clear" that "FTC's wide-ranging fishing expedition was a 'retaliatory act' that 'should alarm all Americans.'" "We will continue to fight this blatant attack ...