Danish DPA Declares Use of Google Analytics Unlawful Without Supplementary Measures
Denmark’s data protection authority Datatilsynet announced in its guidance that Google Analytics, Google’s audience measurement tool, is not compliant with the EU General Data Protection Regulation (GDPR), as the tool transfers personal data to the United States which, following Schrems II, does not offer an adequate level of data protection.
Under the Danish DPA’s guidance, organizations must assess whether their current use of Google Analytics complies with EU data protection law. If their use does not comply, then they must either remediate the noncompliance with supplementary measures or cease using the tool.
Source: Danish DPA Declares Use of Google Analytics Unlawful Without Supplementary Measures | Privacy & Information Security Law Blog