Microsoft-owned LinkedIn has discontinued a tool that utilized sensitive personal data for targeted advertising to comply with the European Union’s online content rules, the social media platform announced on Friday.
This decision follows a complaint by several civil society organizations to the European Commission, which oversees technology regulation for the 27-member bloc.
Under the Digital Services Act (DSA), online platforms must give users greater control over their data, including the option to disable personalized content. Companies are prohibited from using sensitive personal data, such as race, sexual orientation, or political opinions, for targeted advertisements.
In March, the Commission requested information from LinkedIn after concerns were raised that the tool allowed advertisers to target users based on racial or ethnic origin, political opinions, and other personal data due to their membership in LinkedIn groups.
“We’ve decided to adjust these tools by removing the ability to create an advertising audience in Europe that uses membership in LinkedIn Groups as an input,” LinkedIn’s Vice President Patrick Corrigan stated in a LinkedIn post. “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.”
EU industry chief Thierry Breton welcomed LinkedIn’s decision, stating, “The Commission will monitor the effective implementation of LinkedIn’s public pledge to ensure full compliance with the DSA.”
The complainants, including European Digital Rights (EDRi), Gesellschaft für Freiheitsrechte (GFF), Global Witness, and Bits of Freedom, praised LinkedIn’s move.
“Forced by Europe to act, LinkedIn must now widen this policy to users everywhere and ensure it’s not just those in Europe who are protected from invasive ad targeting,” said Nienke Palstra of Global Witness.
This development marks a significant step towards greater data privacy and compliance with EU regulations, setting a precedent for other tech companies operating within the region.