A number of European consumer organisations say Google’s way of tracking user location is in breach of GDPR privacy rules. Beuc, the European Consumer Organisation, said that seven European consumer rights groups will be filing complaints against Google with their national data protection authorities. These include the Netherlands, Poland, the Czech Republic, Greece, Norway, Slovenia and Sweden.
A report by Beuc’s Norwegian member Forbrukerradet showed that Google collects user location data notably through the ‘location history’ and ’web & app activity’ features that are integrated into all Google user accounts. The report said Google uses different ways to ensure users have these features enabled and does not give them straightforward information about what this means. This means consumers are in the dark about the use of their personal data, which Google then uses for a wide range of purposes, including targeted advertising.
Beuc noted that these practices are not compliant with the GDPR, as Google lacks a valid legal ground for processing the data in question. Consumer consent in these circumstances was not given freely and this way of tracking people impinges on the rights and freedoms of the individual.
Google has already come under scrutiny in the US for these practices. In September Arizona’s Attorney General started a probe into Google, following an investigation by the Associated Press (AP) that found the company saved location data for Android devices and iPhones, even when users had adjusted their privacy settings to prevent Google from doing this. AP said its findings were confirmed, at its request, by computer-science researchers at Princeton university.
Data protection group NOYB also filed complaints against Google and other companies in May, citing violation of the GDPR.
