Japanese advertising company Dentsu’s Indian arm has admitted to being the whistleblower in the Competition Commission of India’s (CCI’s) ongoing investigation into alleged collusion between media buying agencies and top broadcasters to fix advertising rates in the country.
“Dentsu India is among the country’s leading agency networks, and with that comes the responsibility to act with integrity and accountability. We had a choice — to remain passive or drive change,” a spokesperson for Dentsu India said in an emailed response to Business Standard. “In February 2024, we proactively approached the CCI suo motu under its leniency framework. This was not a reaction to external pressure but a decision to support reform from within.”
The spokesperson added: “We proactively implemented meaningful changes, including enhanced audits, stricter governance, and tighter internal controls. These reflect our ongoing commitment to build trust through transparency, action, and accountability to safeguard the interests of our clients.”
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The statement comes months after the CCI conducted raids at media buying agencies, including GroupM, Dentsu, Madison, and industry body the Indian Broadcasting and Digital Foundation (IBDF), following allegations of cartel-like behaviour between agencies and broadcasters to manipulate ad pricing.
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