LinkedIn, the social networking platform owned by Microsoft, recently announced that it has discontinued a function that allowed the company to access sensitive personal data for targeted advertising purposes. This decision was made to ensure compliance with the laws governing online content accessibility within the European Union (EU).
The move came after civil society organizations filed a complaint with the European Commission, which serves as the watchdog for technical improvements in the EU. The complaint raised concerns about the potential misuse of personal data by LinkedIn for targeted advertising based on race, sexual orientation, political beliefs, and other personal information related to membership in LinkedIn groups.
In response to these concerns, the Commission requested information from LinkedIn in March. As a result, LinkedIn decided to remove the ability to create an advertising audience in Europe using membership in groups as an input. Additionally, direct messages will no longer be available to members of LinkedIn groups.
Patrick Corrigan, Vice President of LinkedIn, explained the decision in a post on the platform. He stated that the changes were made to prevent any misconception that ads to European members could be indirectly targeted based on sensitive data or profiling categories. Thierry Breton, the Chief of Industry for the European Union, expressed support for LinkedIn’s decision.
Several organizations, including European Digital Rights (EDRi), Gesellschaft für Freiheitsrechte (GFF), Global Witness, and Bits of Freedom, have expressed their support for LinkedIn’s action. Nienke Palstra from Global Witness called for LinkedIn to extend this policy to users worldwide, emphasizing that everyone should be protected from invasive ad targeting.
The decision by LinkedIn aligns with the Digital Services Act (DSA), which mandates that online intermediaries provide customers with increased control over their data and the ability to disable tailored information. It is crucial for businesses to comply with these regulations and refrain from using sensitive personal data in targeted advertising.
In conclusion, LinkedIn’s move to cease accessing sensitive personal data for targeted advertising demonstrates its commitment to comply with EU laws and protect user privacy. The support from organizations and the European Commission ensures that LinkedIn will be closely monitored to ensure full compliance with the DSA. This decision sets an important precedent for other online intermediaries to prioritize user data protection and transparency in their advertising practices.
