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Lars Van Trier For The Newspaper

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Lars Van Trier For The Newspaper

The use of Google Analytics is being restrict by privacy regulators in more and more European countries. After rulings in Austria and more recently in France, Italy now follows with a ban. But why is Google Analytics bann? Learn more about what’s going on and how you can prepare for a possible Google Analytics ban in the Netherlands in this article.


First, some context. In mid-January I already shar that Google Analytics might not be allow due to violation of European privacy legislation, bas on the GDPR/AVG. The reason was the decision of the Austrian privacy r lawsuit brought by Max Schrems against an advertiser. At the time, the DSB conclud that Google Analytics is indeed in breach of Chapter V. Art. 44 of the GDPR.

Two important conclusions

This judgment was bad on 2 important conclusions, namely:

  • As a provider of electronic communication services, Google is governed by law 50 US Code § 1881(b)(4). As such, Google is overseen by US intelligence agencies, who may require Google to provide Google with access to Google data under 50 US Code § 1881a (“FISA 702”).
  • The measures taken (by the advertiser) in addition to the Standard Contractual Clauses (SCC) have been Manufacturing Directors Email Lists assessed as insufficient, because they do not exclude the possibility of monitoring and accessing data by the American intelligence services.

Manufacturing Production Directors, Managers Email Lists

This judgment follows the invalidity of the Safe Harbor and Privacy Shield treaties between the United States and Europe. These treaties aimed to impose stricter rules on US personal data processors, in order to align the processing of personal data with the GDPR.

But how can

you properly prepare for a Google Analytics ban? What are the alternatives? I list a few possibilities:

  1. Do nothing/wait
  2. Take preparatory measures to implement GA4 in line with applicable guidelines
  3. Implement an alternative data collection method/tooling next to Google Analytics, so you can switch relatively quickly when needed
  4. Switch completely to another tool that does not process data outside the EU and is not American

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