(BRUSSELS) - Europe's top regulator on Tuesday placed conditions on a hostile bid by British advertising giant WPP to take over its market research compatriot Taylor Nelson Sofres (TNS).

As both companies are "globally active in the information and communications services sectors," the European Commission ruled that WPP must first agree to selling off its television audience measurement services in Europe and the TNS market research services business in Ireland.

The commission concluded that the takeover "as modified by these commitments, would not significantly impede effective competition in the European Economic Area (EEA) or any substantial part of it."

WPP, which posted its offer document to TNS shareholders at the start of August, went hostile with its bid after the firm rejected four friendly approaches from the advertising titan.

TNS has so far rejected the WPP offer, saying that the 1.2 billion pounds (1.5 billion euros, 2.2 billion dollars) bid undervalues the company.

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