LinkedIn Limits Targeted Ads in EU After Complaint Over Sensitive Data Use

European Union’s Digital Services Act (DSA) Takes Center Stage Again

In a significant move, LinkedIn has announced that it will no longer allow advertisers to target users based on data gathered from their participation in LinkedIn Groups. This decision comes after the European Commission (EC) received a complaint from civil society groups regarding a potential violation of the DSA.

Background: The Digital Services Act

The Digital Services Act is a set of regulations designed to ensure strict governance over online content and advertisers’ ability to target users. It came into effect across the European Union in February 2023, marking a significant milestone in the regulation of online platforms.

The Complainant’s Concerns

A collective of civil society groups filed a complaint with the EC in February, expressing concerns that LinkedIn was enabling targeted ads based on sensitive personal data such as:

Race
Political allegiances
Sexual orientation

The complaint highlighted the potential for advertisers to indirectly target users using special categories of data or related profiling categories.

LinkedIn’s Response

In response to the EC’s request for further information, LinkedIn maintained that it complied with the DSA. However, the company has now removed the ability for advertisers to create an advertising audience in Europe using LinkedIn Group membership data.

Patrick Corrigan, LinkedIn’s VP for Legal and Digital Safety, stated:

"We made this change to prevent any misconception that ads to European members could be indirectly targeted based on special categories of data or related profiling categories."

Impact on Ad Targeting

While LinkedIn will still allow targeted advertising, the new policy means that advertisers can no longer use data from LinkedIn Groups to create advertising audiences.

This move is a significant development in the ongoing effort to ensure compliance with the DSA. As Thierry Breton, EU internal market commissioner, noted:

"The Commission will monitor the effective implementation of LinkedIn’s public pledge to ensure full compliance with the DSA."

Temu: The Latest VLOP

The announcement comes on the heels of the EC designating Chinese e-commerce marketplace Temu as a "very large online platform" (VLOP) under DSA regulations. This designation subjects Temu to additional scrutiny due to its reach.

As the DSA continues to shape the regulatory landscape for online platforms, it’s clear that LinkedIn has taken proactive steps to ensure compliance.

The Future of Ad Targeting

This development raises questions about the future of ad targeting and how companies will adapt to comply with evolving regulations.

In conclusion, LinkedIn’s decision to axe ad targeting based on LinkedIn Group membership data is a significant step towards ensuring compliance with the DSA. As the regulatory landscape continues to evolve, it’s essential for online platforms to prioritize transparency and user consent in their advertising practices.

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