You may have noticed it as well in LinkedIn Ads: from now on, it is no longer possible for advertisers in Europe to target users based on data from LinkedIn Groups. This step follows pressure from European regulators regarding potential violations of the Digital Services Act (DSA).
Background of the decision
In February, a coalition of civil society groups filed a complaint with the European Commission. They claimed that LinkedIn's advertising targeting practices could facilitate discrimination based on sensitive data such as race, political preference, or sexual orientation. The complaint highlighted how targeting based on group data enabled advertisers to reach potentially vulnerable users with personalized ads, which could be in violation of European data protection regulations. LinkedIn has taken this complaint seriously and decided to adjust their targeting methods to better comply with the DSA.
Impact on advertisers
Due to this change, an important targeting tool is no longer available for European campaigns. This may limit the precision and reach of certain advertisements. Companies must now consider other strategies to effectively reach their target audience.
Patrick Corrigan, LinkedIn's VP for Legal and Digital Safety, stated that this change has been implemented to prevent any misunderstanding that ads could be indirectly targeted based on special categories of data. He emphasized that LinkedIn is committed to protecting user privacy and complying with European regulations.
For advertisers, this means they will need to rely more on other forms of targeting, such as demographic data, areas of interest, and professional characteristics. While this may pose a challenge, it also presents an opportunity to be more creative in reaching the right audience without infringing on privacy-sensitive information.
Response from the European Commission
Thierry Breton, EU Commissioner for the Internal Market, responded positively to this change. He emphasized that the DSA brings about changes that other laws have not achieved. Breton stated that LinkedIn's decision is an example of how companies can act proactively to comply with strict European regulations while simultaneously protecting users' rights.
Although LinkedIn's measure coincides with the existing regulatory challenges faced by its parent company Microsoft in Europe, targeted advertising can still continue without relying on group data. Companies must now consider how to adjust their advertising targeting and explore other data-driven strategies to continue advertising effectively on LinkedIn.
LinkedIn's decision to cease targeting based on group data in Europe marks an important step in compliance with the Digital Services Act and the protection of user privacy. While this forces advertisers to adapt their strategies, LinkedIn remains a powerful platform for professional networking and advertising. Companies must now be creative in their approach to ensure that their campaigns remain successful in a changing digital landscape.