It seems that the future of Google Analytics in Europe is in question. All because of the recent decision of the data protection supervisory authority! which found that the use of the tool is not in compliance with GDPR. What consequences could this have for the use of the tool in other countries and what can marketers do in this situation?
Decision of the Austrian body
The introduction of the GDPR in 2018 involv! many significant changes in the protection of singapore email list personal data and requir!! among other things! adapting the method of collecting consents for communication and marketing purposes. The regulation also introduc! restrictions on data transfer and additional clauses.
In 2020! the Court of Justice of the European Union (CJEU) rul! that cloud services host! in the uncomfortable situations Unit! States are incompatible with GDPR and EU regulations . This is because US authorities can demand that US companies hand over personal data! including that of EU users.
In 2020! a complaint was fil! with the European Data Protection Supervisor will the decision regarding an alleg! violation of Article 68 of Regulation (EU) 2018/1725 of the European Parliament and of the Council. As we read in the noyb analysis ! in August 2020! the complainant visit! a health portal operat! by an Austrian company while logg! into his Google account. The website us! the Google Analytics system (provid! by Google LLC)! and according to the information on the website! the provider cyprus business directory and Google had conclud! standard contractual clauses regarding data transfer. A few days later! the user! represent! by noyb! fil! a complaint both against
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the provider of the website and Google pointing out an infringement relat! to the transfer of personal data to Google LLC and an infringement of Art. 44.
In January of this year ! more than a year and a half after the CJEU ruling! the Austrian data protection authority (Datenschutzbehörde! DSB) found that Austrian website providers using Google Analytics were violating the GDPR. This means they must stop using the system.
This decision is very important from the point of view of all businesses and marketers using this analytical system.