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Schrems II

The 2020 EU court ruling that invalidated Privacy Shield and made GA4 legally fragile in the EU.

Schrems II is the 2020 Court of Justice of the European Union ruling that invalidated the EU-US Privacy Shield. The ruling effectively made Google Analytics 4 (which transfers data to US servers) legally fragile for EU traffic. Multiple national DPAs (Austrian DSB, French CNIL, Italian Garante) issued rulings against GA4. The legal risk is the primary driver of GA4 migrations in EU companies.