LinkedIn faces renewed scrutiny after it notified all EU users of important changes to its legal basis for data processing, following a €310 million fine imposed by the Irish Data Protection Commission (DPC) in October for EU General Data Protection Regulation (GDPR) violations.
The company announced that by 22 January 2025, it will no longer use legitimate interests and instead require user consent for data relating to age, gender, interests, traits, location and activity on its platform.
However, the update still states that LinkedIn will continue to "rely on legitimate interests to use your profile data...for personalised ads purposes, including measurement and improvement."
Commenting on the EURACTIV article, Felix Mikolasch, data protection lawyer at NOYB, argues that the company's approach represents only partial compliance. Mikolasch highlights that LinkedIn should seek consent for all personalised advertising, not just a portion.
Maryant Fernández Pérez, from the European Consumer Organisation (BEUC), also voices concerns, claiming that consumers have the right to control their data usage for advertisements.
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