Dutch document say Google Analytics might be banned soon

Following reports yesterday that said Austria’s data protection body found Google Analytics violates GDPR, a new document from the Dutch data protection organisation, Autoriteit Persoonsgegevens, has been published with a warning that Google Analytics may soon be banned following an investigation into the service. The main issue the data protection agencies have with the service is that it collects cookies that aren’t necessary and sends them back to the United States.

The document, entitled “Guide to setting up privacy-friendly Google Analytics” is prefaced with a note, Google Translate renders the message roughly as follows:

“Note: The use of Google Analytics may soon not be allowed. The Austrian privacy regulator completed an investigation into the use of Google Analytics in January 2022. According to the Austrian regulator, Google Analytics does not appear to meet the requirements of the General Data Protection Regulation (GDPR). The Autoriteit Persoonsgegevens is currently investigating two complaints about the use of Google Analytics in the Netherlands. Upon completion of that investigation in early 2022, the Autoriteit Persoonsgegevens will be able to say whether Google Analytics is allowed or not.”

While the GDPR may ban the use of Google Analytics in its current state, it’s likely that Google will just alter the software so that it’s in compliance with the regulations. GDPR is an EU-wide regulation so unless it’s changed it might end up not being available in the 27 EU countries.