Observed Signal · Feb 17, 2022 · Regulation · Source: CMSWire · Impact: 4/5 · Sentiment: Negative
EU Data Transfer Rulings Create Marketing Compliance Risks
Consumer data transfers between the EU and US have become a critical privacy compliance issue for marketers. The article outlines how the Austrian Data Protection Agency ruled in January 2022 that a website's use of Google Analytics violated the GDPR because data is stored on US servers. France's CNIL reached a similar conclusion on Feb. 10, 2022, finding that Google Analytics data transmitted from France to the US breached GDPR Article 44. These decisions follow the invalidation of the Privacy Shield in July 2020 and complaints by NOYB against Google and Facebook. For marketers, the rulings raise questions about data residency, compliance of martech stacks, and liability of using analytics tools that transfer personal data outside the EU. The article advises marketers to map data flows, evaluate partner privacy measures, and prepare for further EU-US data transfer negotiations.
EU regulators ruled that US-hosted Google Analytics data transfers violate GDPR, threatening a core marketing analytics tool and creating compliance risk for many European businesses using US-based adtech and martech stacks.
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Key Takeaways & Evidence Grounding
- The Austrian Data Protection Agency ruled in January 2022 that a website's use of Google Analytics violated the GDPR because data is stored in the US.
- France's CNIL determined on Feb. 10, 2022 that Google Analytics data transfers from France to the US violated GDPR Article 44.
- The European Court of Justice invalidated the EU-US Privacy Shield framework in July 2020.
- NOYB filed a complaint in August 2020 alleging that data transfers from the EU to Facebook Inc. and Google violate GDPR.
- The Irish Data Protection Commission issued a preliminary stop order regarding Facebook EU-US data transfers in 2020.
Connected Companies & Entities
5 Entities mapped“A declaration by the Austrian Data Protection Agency that Verlags AG and Google violated the European Union's GDPR raises the stakes for a m...”
“European courts ruled the most influential data transfer cases to date, such as the decision against IAB Europe over the use of consent popu...”
“Google's parent company, Alphabet, surpassed Wall Street analysts' estimates in its recent earning report....”
“Markus Reinisch, VP of Public Policy Europe for Meta, issued a notice earlier this month indicating that a pullout is not being considered....”
“At the D8 Conference back in 2010, Apple founder Steve Jobs outlined how Flurry Analytics unveiled information about Apple iPhone and tablet...”
Ontology Mapping & Concepts
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