Danish SA Declares Use of Google Analytics Unlawful Without Supplementary Measures

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.

https://www.datatilsynet.dk/english/google-analytics/use-of-google-analytics-for-web-analytics