Sponsored messaging has been a favourite of many for lead gen campaigns and allow brands to get right to their audience. This may come as a disappointment to some. We believe this may form the new “sponsored messaging audience”, although, there is no telling when or if this will happen. After some digging, we have found that LinkedIn is now allowing members to control which messages they receive by adjusting their communication preferences on the Privacy Settings page or using the unsubscribe options in the footer of messages.LinkedIn advertising policies suggests that if users are seen targeting EU members with unsupported advertising formats (sponsored messaging or conversation ads) will be suspended instantly and confirmed that both sponsored messaging and conversation ads can now only be used to target users in North America, South America Asia, Africa, Australia/New Zealand and the United Kingdom.As a result, LinkedIn will no longer support EU member-based targeting on sponsored messaging campaigns and conversation ads, however, this update will not affect InMails. The European Court of Justice (ECJ) has announced that native inbox advertising (sponsored messaging ads) now requires direct marketing consent under the ePrivacy Directive.
In case you missed it, at the beginning of the year, LinkedIn implemented an update that has changed how we adopt different ad formats for profiles based in the EU. By Kelley Wake, Senior Digital Account Manager, Aspectus Group
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