Microsoft-owned professional networking platform LinkedIn has shut down a tool that allowed the use of sensitive personal data for targeted advertising over concerns of compliance with EU law.

This move comes in response to a complaint filed by civil society organisations with the European Commission.

Under the Digital Services Act (DSA), online intermediaries are obligated to provide users with greater control over the use of their data and the option to turn off personalised content. Companies are prohibited from using sensitive personal data, such as race, sexual orientation, or political opinions, for targeted advertising.

The Commission had sent a request for information to LinkedIn in March after the groups alleged that the tool might enable advertisers to target LinkedIn 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 those tools by removing the ability to create an advertising audience in Europe that uses membership in LinkedIn Groups as an input," LinkedIn vice president Patrick Corrigan said in a post on the site. "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 the move, 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, cheered LinkedIn's decision. "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.

EDRi echoed this sentiment, with their spokesperson stating "LinkedIn's change is a good first step, but it shouldn't stop there. All users deserve protection from ubiquitous surveillance advertising."

While acknowledging the positive move, the civil society groups made it clear that they expect LinkedIn to extend these protections to all users worldwide, not just those in Europe.

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