HO CHI MINH, Viet Nam - Marylandian -- Denmark has joined France, Austria, and Italy as the fourth country to deem the usage of Google Analytics unlawful. This conclusion was announced in a Press Release issued by the Data Protection Authority (DPA), Datatilsynet and is the result of a concerted pan-European approach to stop the abuse of personal data.

It is not the first time the Danish DPA has expressed concern about the usage of Google having released a statement a few months ago claiming that the use of Google Workspace (previously G-suite) for municipalities was in breach of the EU General Data Protection Regulation (GDPR).

Data Protection Authorities (DPAs) are independent public agencies with investigative and remedial powers that supervise the execution of data protection legislation.

The Danish DPA determined that using Google Analytics is illegal. The judgment is based on an individual case, yet it expresses a common European viewpoint on personal data processing.

Unlike the other DPAs, the Danish DPA investigated GA's data transfers at its own discretion rather than in response to a complaint.

It said that the GDPR is designed to preserve EU citizens' privacy. This implies that you should be able to access a website without fear of your personal information being compromised. In this regard, they have carefully analyzed Google Analytics, particularly in light of recent judgments made by other Member States.

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The Danish DPA came to the same decision as the other Member States after thorough analysis. The usage of Google Analytics in its current form and settings is illegal.

What to do if you're using Google Analytics

Datatilsynet could not provide much advice or measures on what to do if you are using Google Analytics. The best solution: stop using Google Analytics or you have to add reverse proxy and pseudonymization.

Assess whether you are compliantly using the tools and whether you can implement appropriate extra measures. Take the extra steps to implement a plan going forward, and ideally, find another product that does not abuse customer data, is respectful to its users, and complies with the law.

Go for compliant zero-party or first-party data options only - data that's provided by the customer voluntarily. Because it is derived directly from a company's actions and users, it is more accurate and relevant than second & third-party data, and will also reduce legal and ethical concerns.

About R Digital

R Digital and Partners build technology that is cookieless by design and does not collect any personal data while providing the insights you need.

We specialize in providing Digital Solutions using cutting-edge technology, helping businesses grow by increasing customer or staff satisfaction through applied Digital Strategies, and utilizing behavioral data to personalize the user experience.

R Digital uses AesirX technology, launching the world's first Privacy-ensured Solution utilizing safe and secure tech to enable and empower customers and partners globally to become compliant and avoid potential criminalization by unclear laws and regulations.

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This privacy-first solution is designed to protect humankind from Big Tech's systematic abuse in marketing (Digital Twins, Soulbound Tokens, DID, and similar concepts of protocolization of humans included.) by combining AesirX + Concordium ID Layer to protect users' personal data; so it cannot be exploited. Now everyone has a choice to use technology that isn't based on abusive strategies and where ownership of data is 1st party.

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