In FTC v. Procter and Gamble, the Supreme Court held that Procter and Gamble could not merge with Clorox because even though the firms did not compete currently, they could compete in the future.

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The Supreme Court in FTC v. Procter & Gamble Co. (1967) held that the merger would eliminate potential competition, as Procter & Gamble could have entered the bleach market independently, thus increasing competition.

In FTC V Procter and Gamble, the Supreme Court Held That Procter