LinkedIn will no longer allow advertisers to target users based on data from LinkedIn Groups in the EU. This decision follows a complaint by civil society groups to the European Commission (EC) regarding potential violations of the Digital Services Act (DSA). The DSA, effective since February, mandates strict governance for online content and transparency in algorithmic processes, including advertising practices.
Background
LinkedIn Groups, launched in 2010, enable users to connect over shared interests. Despite various iterations, the feature became integral to the main LinkedIn app in 2018. However, concerns arose about the use of sensitive personal data—such as race, political views, and sexual orientation—for targeted advertising.
Complaint and Response
In response to the February complaint, the EC requested information from LinkedIn about its advertising practices. Although LinkedIn claimed compliance with the DSA, it has now removed the ability for advertisers to create audiences based on LinkedIn Group data in Europe. This change aims to prevent indirect targeting based on sensitive data categories.
Official Statements
Patrick Corrigan, LinkedIn's Vice President, stated that the adjustment was made to avoid misconceptions about ad targeting. EU industry chief Thierry Breton welcomed the move and emphasized the need for monitoring to ensure compliance with the DSA. Civil society groups, including European Digital Rights (EDRi) and Global Witness, applauded the decision but urged LinkedIn to extend this policy globally.
Conclusion
LinkedIn's decision to limit targeted ads based on group data aligns with the DSA's requirements, providing users more control over their data and ensuring transparency in advertising practices.
