Following a report by the Austrian data protection agency that Google Analytics is violating the GDPR, a new document has been published by the Dutch data protection authority, Autoriteit Persoonsgegevens, warning that Google Analytics may be banned soon.
The main problem that data protection services have with the service is that it collects unnecessary cookies and sends them to the United States.
The document, entitled "Guide to setting up privacy-friendly Google Analytics", (Guide to setting up privacy-friendly Google Analytics, PDF) is prefaced with a note, which Google Translate renders the message approximately as follows:
"The use of Google Analytics may soon be banned. The Austrian privacy authority completed a survey on the use of Google Analytics in January 2022. According to the Austrian regulator, Google Analytics does not appear to meet the requirements of the General Data Protection Regulation (GDPR). Autoriteit Persoonsgegevens is currently investigating two complaints about the use of Google Analytics in the Netherlands. "By completing this survey in early 2022, Autoriteit Persoonsgegevens will be able to say whether Google Analytics is enabled or not."
While the GDPR may prohibit the use of Google Analytics in its current state, it is likely that Google will simply modify the software to comply with the regulations.
Ο GDPR is a regulation that applies throughout the EU, therefore, if the service is not changed, it may end up not being available in the 27 EU countries.