Google Analytics In Trouble As Countries Ban Service For Violating Data Protection Laws

Things don’t appear too great for Google Analytics which has been the center of the EU’s focus and attention for a while now.

It appears that Google Analytics isn’t being able to track down so many of its users as a number of European nations are banning the service for what they deem to be clear violations of the law.

The news isn’t something new because the EU has been accusing Google of abusing its power and making the most of the monopoly power that it possesses in terms of the world of search engines, and new apps.

Therefore, the latest nations to take part in banning the service offered by Google include France, Austria, and even Italy. Moreover, they’re even going as far as asking their webmasters to make alternative switches because Google Analytics is no longer going to cut it for them.

Italy is the latest member to get on board with the initiative that bans the service, which is known to let various webmasters track down and view the web traffic arriving at its doorstep. Authorities from the Italian Government mentioned how this decision was a long time coming after seeing the way Google behaved in collecting a bucketload of information such as IP addresses with the help of cookies.

The officials added how these were later forwarded to databases in the US, where they were seen by a number of third parties in that location. They claim this was in strict violation of the GDPR as the users involved aren’t given any knowledge about this behavior.

Therefore, now, Italy has ordered its own local web service provider for just three months to bid farewell to Google Analytics.

On the other hand, a recent blog post by Google Analytics’ archrival Simple Analytics saw two other leading nations in the EU take similar actions against the leading search engine giant. France took the initiative for the ban to occur as it felt the same way that Italy did and hence announced the decision in February of this year.

Meanwhile, Austria put down a similar ban in the month of January this year against Google Analytics.

Shockingly, all of Google’s appeals and justifications against these claims are being turned away or dismissed. Therefore, it wouldn’t be wrong to say that Google is failing at showing the world that it makes user data anonymous in Europe before it forwards it off to the US. And since Google is in charge here, no amount of encryption would make the difference in this regard.

What we do know now for sure is that Google is paving the way to a complete shut down of its Analytics Platform. This used to lean immensely on trackers that extracted detailed information from users that visited its sites.

At the moment, Google Analytics Variant 4 is currently available which the firm says has less of a tracking option than the original but how much less is the real question on people’s minds. As it is, most of Google’s partners are on board with the Analytics program until October of next year.

Interestingly, Google has also failed at creating new and improvised data trackers for the web over the years, despite the concerns of so many people in this regard.

We see that most of the justification being provided for the ban on Google Analytics is related to a decision put forward by the EU’s Court of Justice that is labeled ‘Schrems II’. It previously invalidated principles from the past called the Privacy Shield that prevented data from being transferred to the US.

Read next: More Than 9 In 10 Of Consumers Feel They Need More Control Over Data Shared With Companies, Says New Survey
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