Google Analytics Declared Unlawful In Denmark

Denmark yesterday declared the use of Google Analytics unlawful. The Danish Data Protection Agency concluded that the tool would require the ‘implementation of supplementary measures in addition to the settings provided by Google’. The Agency stated that the decision represents a common European position among the citizens whose personal data is protected. Here are the key details:

The Danish Data Protection Agency has looked into the tool Google Analytics, its settings, and the terms under which the tool is provided. On the basis of this review, the Danish Data Protection Agency concludes that the tool cannot, without more, be used lawfully. Lawful use requires the implementation of supplementary measures in addition to the settings provided by Google.

In sort, if you’re in Denmark you can’t use Google Analytics. Full stop.

Mark Bower, VP of Product Management of Anjuna Security:

     “The ever-expanding bulk collection of consumer data and its handling will continue to land under the EU regulatory microscope, especially with the recent expansion of GDPR scope around inferred data following recent rulings in Lithuania that propagate across the union. Under this new extension, data that is derived from personal data is considered in scope. If breached, it has the same consequence as primary personal identifiers including massive fines. This has sweeping impact and risk for organizations: traditional approaches to compliance that often assume the personal data can be identified in advance of collection and then protected it may no longer work or be fit for purpose, especially with machine learning models where new derived outcomes and inference are coveted by data processors across industry, especially ad-tech, payments, financial services and retail. Organizations handling personal data must therefore look at more thorough and innovative protection strategies in addition to carefully analyze the risk of bulk collection itself. It’s no surprise then that the top of the data food chain is the first to be put in the spotlight – but they will not be the last”

You have to assume that a bunch of people at Google are not happy about this as gathering data and making money off of it is their core business. And I would not be surprised if other places on the planet start to do similar things.

Sucks to be Google.

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