# Danish SA Declares Use of Google Analytics Unlawful Without Supplementary Measures - Type: News - Source: Datatilsynet - Date: 2022-09-21 - Original: https://www.datatilsynet.dk/english/google-analytics/use-of-google-analytics-for-web-analytics#entry-800 - Canonical: https://overview.legal/posts/6276 - Topics: Privacy Shield, GPAI Enforcement, AI Enforcement Actions, AI Act Violations, AI Act Formal Non-Compliance, Social Media, AI Conformity Declaration, Processing Agreement, AI Impact Assessment, Data Portability ## Summary The Danish Data Protection Agency has looked into the tool Google Analytics and 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. ## Full text [Skip to content](#lxb%5Faf-loop) ### [ Menu](#) [![Hunton Andrews Kurth LLP logo](https://www.huntonprivacyblog.com/wp-content/uploads/sites/28/2018/04/hak-logo-color-330x93.png)](https://www.huntonak.com/) [Home](https://www.huntonprivacyblog.com/)[About](https://www.huntonprivacyblog.com/about/)[Contact](https://www.huntonprivacyblog.com/contact/)[Publications](https://www.huntonprivacyblog.com/publications/) Search… Search # [Privacy & Information Security Law Blog](https://www.huntonprivacyblog.com) Global Privacy and Cybersecurity Law Updates and Analysis [Home](https://www.huntonprivacyblog.com/) » Danish DPA Declares Use of Google Analytics Unlawful Without Supplementary Measures # Danish DPA Declares Use of Google Analytics Unlawful Without Supplementary Measures Posted on September 23, 2022 Posted in [European Union](https://www.huntonprivacyblog.com/category/european-union/), [International](https://www.huntonprivacyblog.com/category/international/), [Online Privacy](https://www.huntonprivacyblog.com/category/online-privacy/) Listen to this post On September 21, 2022, Denmark’s data protection authority _Datatilsynet_ (“Danish DPA”) [announced](https://www.datatilsynet.dk/english/google-analytics/use-of-google-analytics-for-web-analytics) its guidance that Google Analytics, Google’s audience measurement tool, is not compliant with the EU General Data Protection Regulation (“GDPR”), as the tool transfers personal data to the United States which, following [Schrems II](https://www.huntonprivacyblog.com/2020/07/16/breaking-unexpected-outcome-of-schrems-ii-case-cjeu-invalidates-eu-u-s-privacy-shield-framework-but-standard-contractual-clauses-remain-valid/), does not offer an adequate level of data protection. EU data protection authorities are cooperating through the European Data Protection Board on the treatment of Google Analytics. The Danish DPA’s decision follows similar decisions by EU data protection authorities in [Austria](https://www.huntonprivacyblog.com/2022/01/24/austrian-dpa-finds-data-transfers-resulting-from-analytics-cookie-use-to-be-in-violation-of-gdpr-data-transfer-requirements/), [France](https://www.huntonprivacyblog.com/2022/02/10/french-cnil-rules-eu-u-s-data-transfers-through-the-use-of-analytics-cookie-to-be-unlawful/), and [Italy](https://www.huntonprivacyblog.com/2022/06/30/italian-garante-bans-google-analytics/). Under the Danish DPA’s guidance, organizations must assess whether their current use of Google Analytics complies with EU data protection law. If their use does not comply, then they must either remediate the noncompliance with supplementary measures or cease using the tool. The Danish DPA highlighted pseudonymization by “reverse proxy” as a possible technical supplementary measure, along with recent [guidance](https://www.cnil.fr/en/google-analytics-and-data-transfers-how-make-your-analytics-tool-compliant-gdpr) by the French data protection authority, CNIL. The Danish DPA has also [posted](https://www.datatilsynet.dk/english/google-analytics) an FAQ with more information on Google Analytics. 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