The Austrian Data Protection Authority has ruled the use of Google Analytics violates the EU General Data Protection Regulation. The DPA's investigation began with a complaint filed by advocacy group noyb alleging companies using Google Analytics were not complying with the Court of Justice of the European Union's Schrems II decision on data transfers. The ruling will have significance for almost all EU websites and will put pressure on both businesses and US service providers to offer legal alternatives. Max Schrems said, "In the long run we either need proper protections in the US, or we will end up with separate products for the US and the EU."
For more information noyb has published a detailed legal analysis.
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