LinkedIn Discontinues Targeted Advertising Tool to Comply with EU Rules

News Mania Desk/ Agnibeena Ghosh/9th June 2024

LinkedIn, owned by Microsoft, has ceased using a tool that allowed it to utilize sensitive personal data for targeted advertising, aligning with European Union (EU) regulations. This move came after civil society organizations lodged a complaint with the European Commission, which oversees compliance with the Digital Services Act (DSA).

The DSA mandates that online platforms give users greater control over their data usage, including the option to disable personalized content. The regulation also prohibits the use of sensitive personal data, such as race, sexual orientation, or political opinions, for targeted advertising.

In March, the European Commission requested information from LinkedIn following complaints that the platform’s tool might enable advertisers to target users based on sensitive personal data linked to their LinkedIn group memberships. In response, LinkedIn decided to eliminate the ability to create advertising audiences in Europe using membership in LinkedIn Groups as a criterion.

Patrick Corrigan, LinkedIn’s Vice President, announced the change in a LinkedIn post, stating that it was made to prevent any misconception that ads targeting European members could be indirectly based on sensitive data or related profiling categories. EU industry chief Thierry Breton welcomed LinkedIn’s decision and emphasized that the Commission would monitor the effective implementation of LinkedIn’s commitment to ensure full compliance with the DSA.

Civil society organizations, including European Digital Rights (EDRi), Gesellschaft für Freiheitsrechte (GFF), Global Witness, and Bits of Freedom, applauded LinkedIn’s move. Nienke Palstra of Global Witness commented that LinkedIn, compelled by European regulations, should extend this policy globally to protect all users from invasive ad targeting, not just those in Europe.

This development highlights the growing influence of EU regulations in shaping global data privacy practices. The DSA’s stringent requirements aim to enhance user control over personal data and ensure online platforms adhere to ethical data usage standards. LinkedIn’s adjustment to its advertising tools reflects the platform’s effort to comply with these regulations and maintain user trust.