The Danish Data Protection Agency ruled this week that the use of Google Analytics inside the country is not compliant with the GDPR. The agency told local companies to either adjust the tool for increased privacy (through the use of reverse proxies, see guide here) or stop using it. Denmark now becomes the fourth EU member to rule Google Analytics illegal after Austria, France, and Italy.
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The Danish Data Protection Authority says it’s illegal to use Google Analytics without supplemental data privacy measures… which means organizations in the country can face sanctions if they don’t adapt. Read more: Press release: Use of Google Analytics for web analytics