Recent decisions out of the EU will impact the use of Google Analytics and similar non-European analytics services when targeting EU individuals, with the potential to put many organizations at risk of receiving GDPR fines.

At issue was the transfer

On October 30, 2019 the Berlin Commissioner for Data Protection and Freedom of Information (Berliner Beauftragte für Datenschutz und InformationsfreiheitBerlin DPA) issued a €14.5 million fine on a German real estate company, die Deutsche Wohnen SE (Deutsche Wohnen),  the highest German GDPR fine to date. The infraction related to the over retention of personal data. For the first time, the Berlin DPA applied the new calculation method for GDPR fines issued by the German Datenschutzkonferenz recently (see our recent post).

On 1 October 2019, the European Court of Justice (ECJ) delivered its judgement on Case C – 673/17 (the “Planet49” case), which relates to the consent and transparency requirements for the use of cookies and similar technologies. The ECJ largely followed the March 2019 Opinion of Advocate General Szpunar and the judgment is generally consistent with the recent regulatory guidance issued by the UK and French data protection authorities in this area.

On 3 July 2019, the ICO published its updated guidance on the use of cookies and similar technologies. This came shortly after it updated the cookie consent collection mechanism on its own website. Much of the guidance is unsurprising and reflects what companies already do in practice. However, other parts of the guidance are likely to require many organisations to make changes to their current cookies practices.

The German data protection authorities, acting as the German data protection conference (Datenschutzkonferenz), recently published guidance on how to transfer customer data in an asset deal. The guidance runs through various scenarios. In most cases, a bulk transfer of all customer data is not permitted. Further, the guidance makes no mention of, or allowance for, the transfer of marketing permissions which – as these are generally on an opt-in consent basis in Germany – means a buyer cannot rely on the seller’s marketing consents in an asset sale. Therefore, the position in Germany remains that it is highly advisable to structure M&A deals as share deals when selling the target together with customer data databases relating to individuals.