The Swedish Authority for Privacy Protection (IMY) reported that four swedish companies are forced to stop using google analytics because they »in violation of the law, transfer personal data to the United States«.
According to the data protection regulation, GDPR, personal data may be transferred to third countries, i.e. countries outside the EU/EEA, if the European Commission has decided that the country in question has an adequate level of protection for personal data that corresponds to that within the EU/EEA. However, the CJEU ruled through the Schrems II ruling that the United States could not be considered to have such an adequate level of protection at the time of the ruling.
These decisions have implications not only for these four companies, but can also provide guidance for other organisations that use Google Analytics, says Sandra Arvidsson.
We previously saw similar opinions in Finland.
A new reminder to review if Google Analytics is the right tool for your busines: By embracing tools that prioritize data privacy, ownership, and control, businesses can enhance their compliance with regulations, customize their analytics approach, and extract valuable insights.
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