Microsoft-owned professional networking site LinkedIn has shut down its advertisement tool in the European Union (EU) to comply with the region’s new data rules, the Digital Services Act (DSA). This tool allowed advertisers to target users based on sensitive data like political views or ethnic origin obtained from group memberships.
According to a report by the news agency Reuters, LinkedIn has now disabled the tool in the EU following civil society organisations made a complaint to the EU’s privacy watchdog, the European Commission.
In March, the European Commission asked the company to share information after the groups complained that the tool may allow advertisers to target LinkedIn users based on sensitive data due to their membership in LinkedIn groups. This includes racial or ethnic origin, political opinions and other personal data.
The Digital Services Act (DSA) makes it mandatory for online intermediaries to provide users with greater control over their data usage, including the ability to disable personalised content. Additionally, this legislation also prohibits companies from using sensitive personal data, such as race, sexual orientation, or political opinions, for targeted advertising.
What LinkedIn has to say
In an updated post on LinkedIn, the company’s Vice President Patrick Corrigan said: “Over these initial months of the Act being in effect we’ve had a number of discussions and information-sharing engagements with the European Commission’s Directorate-General for Communications Networks, Content and Technology. Topics include our protections in place for elections and civic integrity, researcher access to platform information, and the protection of minors. Most recently, we discussed the tools we provide to advertising customers. After consultation with DG-CNECT and others, we’ve decided to adjust those tools by removing the ability to create an advertising audience in Europe that uses membership in LinkedIn Groups as input. 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. The change is effective now for all new advertising campaigns. We appreciate the constructive engagement with DG-CNECT on this project.”
According to a report by the news agency Reuters, LinkedIn has now disabled the tool in the EU following civil society organisations made a complaint to the EU’s privacy watchdog, the European Commission.
In March, the European Commission asked the company to share information after the groups complained that the tool may allow advertisers to target LinkedIn users based on sensitive data due to their membership in LinkedIn groups. This includes racial or ethnic origin, political opinions and other personal data.
The Digital Services Act (DSA) makes it mandatory for online intermediaries to provide users with greater control over their data usage, including the ability to disable personalised content. Additionally, this legislation also prohibits companies from using sensitive personal data, such as race, sexual orientation, or political opinions, for targeted advertising.
What LinkedIn has to say
In an updated post on LinkedIn, the company’s Vice President Patrick Corrigan said: “Over these initial months of the Act being in effect we’ve had a number of discussions and information-sharing engagements with the European Commission’s Directorate-General for Communications Networks, Content and Technology. Topics include our protections in place for elections and civic integrity, researcher access to platform information, and the protection of minors. Most recently, we discussed the tools we provide to advertising customers. After consultation with DG-CNECT and others, we’ve decided to adjust those tools by removing the ability to create an advertising audience in Europe that uses membership in LinkedIn Groups as input. 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. The change is effective now for all new advertising campaigns. We appreciate the constructive engagement with DG-CNECT on this project.”
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