Austrian Data Authority Rules Google Analytics GDPR‑illegal
noybMay 15·1 min readAnalytics & Data
AI Summary
The Austrian Data Protection Authority ruled that using Google Analytics breaches the GDPR because it involves EU‑US data transfers prohibited by the Schrems II decision. The ruling follows a model case filed by privacy group noyb and is the first such decision in the EU.
⚡ Marketer Insight
Austrian regulators have declared Google Analytics non‑compliant, leaving any brand that keeps it on EU sites exposed to hefty fines unless they switch to a GDPR‑safe alternative or secure a lawful transfer route. The clock’s already ticking for anyone still relying on the tool.
#gdpr#data privacy#analytics#eu-us transfers
Original article
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