CNIL, a data protection watchdog based in France, has advised users to be careful in using Google analytics. Earlier in 2022, the authorities discovered that this tool had bypassed the law imposed by the European Union.

Formal Issues With Google Analytics

(Photo : Myriam Jessier from Unsplash)
French data protection agency CNIL warns users about the illegal use of Google Analytics.

As per Techcrunch's report on Wednesday, June 8, France's data watchdog has warned the users about the use of Google Analytics. Although the issue is not all about France, it extends its effect to the entire Europe.

According to CNIL, there's data exportation that takes place when a person uses this tool. This situation puts the user's data in danger since illegal access to information is happening to Europeans.

Here, the US intelligence agencies are reportedly accessing confidential data from the tool. To note, CNIL says that the joint statement of the US and U is not considered a "legal" framework.

This means that the authorities should not entrust US cloud platforms to collect data coming from European users. As of writing, the actual replacement deal for the issue might not occur until late 2022.

Certainly, the authorities are finding some solutions to strengthen their data protection practices in the region. Right now, it's still flawed, and a few changes might be added in the future.

Related Article: Google Ads Accidentally Approved Target Gift Card Scam, Phishing Website Caught by Redditor

Europe-based Websites Have to Make Changes

In a similar report by the same tech source, the EU websites have two options to do upon using Google Analytics. First, they could make some adjustments when it comes to using this tool. The second option is they could risk regulatory enforcement because of the breach of EU law.

We could assume that the regulatory guidance is now on the way for the European nations. More importantly, the experts are now addressing how to slap Google Analytics with a fine for not complying with its policies.

"All data controllers using Google Analytics in a similar way to [already notified] organizations must now consider this use as illegal under the GDPR. They must therefore turn to a service provider offering sufficient guarantees of conformity," the CNIL said in French.

Google Analytics 4 

In another article from Martech, Universal Analytics is reportedly going away soon. The service will end on July 1 next year. There's still one year left for the marketing groups to search for another Analytics alternative to use in the next few years.

In doing so, Universal Analytics will retire in exchange for Google Analytics 4. The search engine giant says that users can access their old data through UA, which is good for at least half a year.

Despite several changes in the cookie industry, it's important to know that the connected TV, digital out-of-home, audio inventory, and in-app inventory will not be affected by the adjustments.

Read Also: Lawsuit Accusing Google Of Collecting Data Of Users During Incognito Browsing To Continue

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Written by Joseph Henry