• Mehr als 3 Millionen Wörter Inhalt
  • |
  • info@itmedialaw.com
  • |
  • Tel: 03322 5078053
SAVED POSTS
Rechtsanwalt Marian Härtel - ITMediaLaw

No products in the cart.

  • en English
  • de Deutsch
  • Informationen
    • Ideal partner
    • About lawyer Marian Härtel
    • Quick and flexible access
    • Principles as a lawyer
    • Why a lawyer and business consultant?
    • Focus areas of attorney Marian Härtel
      • Focus on start-ups
      • Investment advice
      • Corporate law
      • Cryptocurrencies, Blockchain and Games
      • AI and SaaS
      • Streamers and influencers
      • Games and esports law
      • IT/IP Law
      • Law firm for GMBH,UG, GbR
      • Law firm for IT/IP and media law
    • The everyday life of an IT lawyer
    • How can I help clients?
    • Testimonials
    • Team: Saskia Härtel – WHO AM I?
    • Agile and lean law firm
    • Price overview
    • Various information
      • Terms
      • Privacy policy
      • Imprint
  • Services
    • Support and advice of agencies
    • Contract review and preparation
    • Games law consulting
    • Consulting for influencers and streamers
    • Advice in e-commerce
    • DLT and Blockchain consulting
    • Legal advice in corporate law: from incorporation to structuring
    • Legal compliance and expert opinions
    • Outsourcing – for companies or law firms
    • Booking as speaker
  • News
    • Gloss / Opinion
    • Law on the Internet
    • Online retail
    • Law and computer games
    • Law and Esport
    • Blockchain and web law
    • Data protection Law
    • Copyright
    • Labour law
    • Competition law
    • Corporate
    • EU law
    • Law on the protection of minors
    • Tax
    • Other
    • Internally
  • Podcast
    • ITMediaLaw Podcast
  • Knowledge base
    • Laws
    • Legal terms
    • Contract types
    • Clause types
    • Forms of financing
    • Legal means
    • Authorities
    • Company forms
    • Tax
    • Concepts
  • Videos
    • Information videos – about Marian Härtel
    • Videos – about me (Couch)
    • Blogpost – individual videos
    • Videos on services
    • Shorts
    • Podcast format
    • Third-party videos
    • Other videos
  • Contact
Kurzberatung
  • Informationen
    • Ideal partner
    • About lawyer Marian Härtel
    • Quick and flexible access
    • Principles as a lawyer
    • Why a lawyer and business consultant?
    • Focus areas of attorney Marian Härtel
      • Focus on start-ups
      • Investment advice
      • Corporate law
      • Cryptocurrencies, Blockchain and Games
      • AI and SaaS
      • Streamers and influencers
      • Games and esports law
      • IT/IP Law
      • Law firm for GMBH,UG, GbR
      • Law firm for IT/IP and media law
    • The everyday life of an IT lawyer
    • How can I help clients?
    • Testimonials
    • Team: Saskia Härtel – WHO AM I?
    • Agile and lean law firm
    • Price overview
    • Various information
      • Terms
      • Privacy policy
      • Imprint
  • Services
    • Support and advice of agencies
    • Contract review and preparation
    • Games law consulting
    • Consulting for influencers and streamers
    • Advice in e-commerce
    • DLT and Blockchain consulting
    • Legal advice in corporate law: from incorporation to structuring
    • Legal compliance and expert opinions
    • Outsourcing – for companies or law firms
    • Booking as speaker
  • News
    • Gloss / Opinion
    • Law on the Internet
    • Online retail
    • Law and computer games
    • Law and Esport
    • Blockchain and web law
    • Data protection Law
    • Copyright
    • Labour law
    • Competition law
    • Corporate
    • EU law
    • Law on the protection of minors
    • Tax
    • Other
    • Internally
  • Podcast
    • ITMediaLaw Podcast
  • Knowledge base
    • Laws
    • Legal terms
    • Contract types
    • Clause types
    • Forms of financing
    • Legal means
    • Authorities
    • Company forms
    • Tax
    • Concepts
  • Videos
    • Information videos – about Marian Härtel
    • Videos – about me (Couch)
    • Blogpost – individual videos
    • Videos on services
    • Shorts
    • Podcast format
    • Third-party videos
    • Other videos
  • Contact
Rechtsanwalt Marian Härtel - ITMediaLaw

Google Analytics 4: New clothes, but legally nothing changes?

27. June 2023
in Law on the Internet
Reading Time: 2 mins read
0 0
A A
0
digital marketing 1433427 1280
Key Facts
  • Google will discontinue support for Universal Analytics on July 1, 2023 and introduce Google Analytics 4 (GA4).
  • GA4 raises similar data protection issues to Universal Analytics, particularly with regard to the GDPR and user consent.
  • Data protection authorities in Austria, France and Italy have already taken action against the use of Universal Analytics without consent.
  • Companies must ensure a lawful basis for processing personal data under the GDPR.
  • Data transfer to third countries requires special attention in order to comply with GDPR regulations.
  • Alternatives to GA4, such as Matomo, should be carefully considered in order to meet data protection challenges.
  • Companies must update data protection guidelines and provide transparent information about the use of GA4.

The introduction of Google Analytics 4 and data protection challenges

Content Hide
1. The introduction of Google Analytics 4 and data protection challenges
2. Data protection requirements and GA4
3. Third-country transfers and alternatives to Google Analytics 4
3.1. Author: Marian Härtel

Google recently announced that as of July 1, 2023, it will only operate Google Analytics 4 (GA4), discontinuing support for the previous version, Universal Analytics. Although the announcement was expected, it represents a significant step in the evolution of Google Analytics. The new GA4 was initially touted as more user-friendly and DSGVO-compliant. However, a closer look reveals similar legal problems to the previous version.

Data protection requirements and GA4

GA4, the new version of Google Analytics that will go live on July 1, 2023, raises several privacy issues. As with its predecessor, Universal Analytics, GA4 uses cookies. This raises concerns about compliance with the General Data Protection Regulation (GDPR), particularly with regard to the need for users to consent to the setting of cookies.

Data protection authorities in several European countries, including Austria, France, and Italy, have already taken action to stop companies from using the previous version, Universal Analytics, without users’ explicit consent. It is likely that similar concerns, and possibly regulatory action, will arise regarding GA4.

Another problem under data protection law is the processing of personal data. Companies using GA4 must ensure that they have a lawful basis for processing personal data, as required by the GDPR. This could include obtaining explicit consent from users.

In addition, companies using GA4 are required to ensure that data transfers to third countries are in compliance with the GDPR regulations. This is particularly relevant because Google Analytics often processes data in data centers outside the European Union.

Given these privacy challenges, it is critical for organizations using or planning to use GA4 to be aware of the legal requirements and take appropriate steps to ensure compliance with privacy laws. This includes companies updating their privacy policies and providing transparent information about the use of GA4 and the processing of personal data.

Third-country transfers and alternatives to Google Analytics 4

Beyond the use of cookies, companies using GA4 face the additional challenge of transferring data to countries that may not have the same data protection standards as the European Union. The possibility of data transfer to a third country that is considered insecure adds complexity to the decision to use GA4. Data protection authorities may raise concerns due to the uncertainties associated with transferring data to countries without sufficient data protection standards, especially if there is no valid adequacy decision justifying such transfers.

Given this layered nature of privacy concerns, companies must carefully consider which analytics tools to use. Alternatives such as Matomo, which is based within the European Union, could be considered as more secure options. However, some companies may prefer to use GA4, but must consider the potential business risk of a dispute with data protection authorities.

It is critical that companies, regardless of their choice, carefully consider all data protection requirements and, where appropriate, obtain users’ consent for the processing of their data.

Marian Härtel
Author: Marian Härtel

Marian Härtel ist Rechtsanwalt und Fachanwalt für IT-Recht mit einer über 25-jährigen Erfahrung als Unternehmer und Berater in den Bereichen Games, E-Sport, Blockchain, SaaS und Künstliche Intelligenz. Seine Beratungsschwerpunkte umfassen neben dem IT-Recht insbesondere das Urheberrecht, Medienrecht sowie Wettbewerbsrecht. Er betreut schwerpunktmäßig Start-ups, Agenturen und Influencer, die er in strategischen Fragen, komplexen Vertragsangelegenheiten sowie bei Investitionsprojekten begleitet. Dabei zeichnet sich seine Beratung durch einen interdisziplinären Ansatz aus, der juristische Expertise und langjährige unternehmerische Erfahrung miteinander verbindet. Ziel seiner Tätigkeit ist stets, Mandanten praxisorientierte Lösungen anzubieten und rechtlich fundierte Unterstützung bei der Umsetzung innovativer Geschäftsmodelle zu gewährleisten.

Tags: Privacy

Weitere spannende Blogposts

Privacy notice on Christmas cards?

Already created a processing directory?
4. December 2019

Did you already prepare sending out Christmas cards? I could bet that a detail that the State Commissioner for Data...

Read moreDetails

BGH rejects delisting request against Google!

District Court Frankfurt a.M. on the right to be forgotten
7. November 2022

The BGH has ruled in two cases, rejecting the delisting request in one case (confirming the first two instances) and...

Read moreDetails

Better to be safe than sorry…..The Lawyer’s Opinion

7. November 2022

Currently, a chain letter is once again going through Facebook and ignorant people are jumping on the bandwagon like herd...

Read moreDetails

New judgment of the Munich Regional Court: The case of the Sky cancel button and its significance

New judgment of the Munich Regional Court: The case of the Sky cancel button and its significance
29. November 2023

Introduction: The recent ruling by the Munich I Regional Court on Sky's cancel button plays a central role in the...

Read moreDetails

External data protection officers act commercially

Risk Social Security / Tax audit for streamers, esports enthusiasts, etc.
7. November 2022

An external data protection officer is a commercial entrepreneur, even if he also works as a lawyer. As the Federal...

Read moreDetails

The Mysterious World of IT Law in EU ;-)

Privacy policy
24. July 2023

It's Monday morning and I just came across a graphic that shows that as an IT company you can hardly...

Read moreDetails

Privacy issues with an asset deal?

4. July 2019

I often accompany startups in so-called asset deals. In principle, contracts are mentioned, for example, in which an online project,...

Read moreDetails

GDPR violation not reproaforatible?

LG Munich: Data protection consent on dating platform
12. March 2019

Since I again advised a client last week on the subject of data protection in his online shop, the question...

Read moreDetails

Preparing for the Digital Service Act as a business

Preparing for the Digital Service Act as a business
2. January 2023

Introduction The Digital Service Act is a much-discussed topic. It has many implications for businesses and consumers that need to...

Read moreDetails
Q&A: Legal issues for game developers
Law and computer games

5-day guide: Founding a game development studio

5. August 2025

As a support for young studios, this series summarizes the essential steps for founding a game development company. The guide...

Read moreDetails
EU Inc: Why Europe needs a unified startup society now

EU Inc: Why Europe needs a unified startup society now

22. July 2025
BGH considers Uber Black to be anti-competitive

BGH shakes up the coaching industry – What applies now?

21. July 2025
Growth hacking and viral marketing – legal requirements

Games funding 2025 – back at last!

20. July 2025
Ownership of software – Who actually owns the code?

Ownership of software – Who actually owns the code?

14. July 2025

Podcastfolge

Looking to the future: How technology is changing the law

Looking to the future: How technology is changing the law

18. February 2025

In the final episode of the first season of the ITmedialaw.com podcast, we take a look at the future of...

Read moreDetails
092def0649c76ad70f0883df970929cb

Influencers and gaming: legal challenges in the digital entertainment world

26. September 2024
86fe194b0c4a43e7aef2a4773b88c2c4

On the dark side? A lawyer in the field of tension of innovative start-ups

26. September 2024
4f3597d5481e0f38e37bf80eaad208c7

The IT Media Law Podcast. Episode No. 1: What is this actually about?

26. August 2024
247f58c28882e230e982fa3a32d34dea

Digital sovereignty: Europe’s path to a self-determined digital future

8. December 2024

Video

My transparent billing

My transparent billing

10. February 2025

In this video, I talk a bit about transparent billing and how I communicate what it costs to work with...

Read moreDetails
Fascination between law and technology

Fascination between law and technology

10. February 2025
My two biggest challenges are?

My two biggest challenges are?

10. February 2025
What really makes me happy

What really makes me happy

10. February 2025
What I love about my job!

What I love about my job!

10. February 2025
  • Privacy policy
  • Imprint
  • Contact
  • About lawyer Marian Härtel
Marian Härtel, Rathenaustr. 58a, 14612 Falkensee, info@itmedialaw.com

Marian Härtel - Rechtsanwalt für IT-Recht, Medienrecht und Startups, mit einem Fokus auf innovative Geschäftsmodelle, Games, KI und Finanzierungsberatung.

Welcome Back!

Login to your account below

Forgotten Password? Sign Up

Create New Account!

Fill the forms below to register

All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
  • Informationen
    • Ideal partner
    • About lawyer Marian Härtel
    • Quick and flexible access
    • Principles as a lawyer
    • Why a lawyer and business consultant?
    • Focus areas of attorney Marian Härtel
      • Focus on start-ups
      • Investment advice
      • Corporate law
      • Cryptocurrencies, Blockchain and Games
      • AI and SaaS
      • Streamers and influencers
      • Games and esports law
      • IT/IP Law
      • Law firm for GMBH,UG, GbR
      • Law firm for IT/IP and media law
    • The everyday life of an IT lawyer
    • How can I help clients?
    • Testimonials
    • Team: Saskia Härtel – WHO AM I?
    • Agile and lean law firm
    • Price overview
    • Various information
      • Terms
      • Privacy policy
      • Imprint
  • Services
    • Support and advice of agencies
    • Contract review and preparation
    • Games law consulting
    • Consulting for influencers and streamers
    • Advice in e-commerce
    • DLT and Blockchain consulting
    • Legal advice in corporate law: from incorporation to structuring
    • Legal compliance and expert opinions
    • Outsourcing – for companies or law firms
    • Booking as speaker
  • News
    • Gloss / Opinion
    • Law on the Internet
    • Online retail
    • Law and computer games
    • Law and Esport
    • Blockchain and web law
    • Data protection Law
    • Copyright
    • Labour law
    • Competition law
    • Corporate
    • EU law
    • Law on the protection of minors
    • Tax
    • Other
    • Internally
  • Podcast
    • ITMediaLaw Podcast
  • Knowledge base
    • Laws
    • Legal terms
    • Contract types
    • Clause types
    • Forms of financing
    • Legal means
    • Authorities
    • Company forms
    • Tax
    • Concepts
  • Videos
    • Information videos – about Marian Härtel
    • Videos – about me (Couch)
    • Blogpost – individual videos
    • Videos on services
    • Shorts
    • Podcast format
    • Third-party videos
    • Other videos
  • Contact
  • en English
  • de Deutsch
Kostenlose Kurzberatung