The Danish Data Protection Authority's advice for analysis and tracking on web pages

Tracking and analytics tools have been the mainstay of digital marketing since the dawn of time. But the legality of this has been a challenge, especially after Schrems II. Therefore, you should know how you can use the tools legally by following the advice from the Norwegian Data Protection Authority.

Here is the advice from the Norwegian Data Protection Authority:

• Comply with the General Data Protection Regulation(GDPR): When using analysis and tracking tools, you must be prepared to comply with the rules of the GDPR. This is true even if you do not know the name or identity of those visiting your site.
• Minimize data collection: It is not permitted to collect more personal data than you actually need. Choose an analysis tool that only gives you the information you need and actually benefit from.
• Do not rely on that a cookie-banner saves you: A cookie banner that only meets the minimum requirements according to the Norwegian cookie regulations does not give you permission to use the personal data of the visitors according to the personal data protection regulation.
• Prevent others from using personal data from the website: Some tools reserve the right to decide on the personal data themselves or to use it for their own purposes. Choose tools that promise to only process personal data on your behalf and as you decide.
• Some websites require more caution than others: Some personal data has special protection according to the Personal Data Protection Ordinance. It may be information about health, orientation, sexual relations, religion, ethnicity, political opinion or philosophical beliefs.
• Avoid personal data flowing to unsafe countries: Many tools have offices or subcontractors in countries outside the EU/EEA. You must check this before using the tool.
• Be open: The visitors have the right to information on how you process their personal data.
• Respect the visitors' rights: When you process the visitors' personal data, they have a number of rights. For example, they have the right to access their own data, and they can sometimes also request deletion.

Read the entire article at the Norwegian Data Protection Authority here.

Understanding and following privacy and data protection rules is not only a legal requirement, but also an important part of building trust with the users of your website. By following the advice from the Norwegian Data Protection Authority, you can ensure that you use analysis and tracking tools in a responsible and legal way.

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