Google Analytics faces potential European ban


The Dutch Data Protection Authority (AP) warns that the use of Google Analytics ‘may soon no longer be permitted’. It does so after a ruling by the Austrian privacy regulator. The AP wants to draw a final conclusion itself at the beginning of 2022.

The new text is in a guide to setting up Google Analytics privacy-friendly that the AP has published. The regulator has since Thursday an update in which he warns that the use of Google Analytics ‘may soon not be allowed’. The AP does so after a ruling by the Austrian privacy regulator. It concluded earlier this week that the use of Analytics violates the GDPR, because the tool unnecessarily collects cookie data and sends it to the US.

The Dutch Data Protection Authority says that it is also conducting research into the use of the tool in the Netherlands. He did so in response to two complaints.

“Upon completion of that study, in early 2022, the AP will be able to say whether Google Analytics is allowed or not.”

It is striking that the AP is so ahead of an investigation and gives such a warning. Normally, the regulator does not say anything about ongoing investigations. Also, a violation of the GDPR does not directly mean that the use of a tool should be banned; for example, Google could make adjustments, as it previously did after an investigation into the use of Google Workspace for Education.

By: Maurice Eisma

Maurice Esma, a co-founder of EconomicInform is a freelance journalist with the expertise in international finance and corporate rights. The author can be reached by email

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