Location data can reveal a lot about people, including religious beliefs (going to places of worship), political leanings (going to demonstrations), health conditions (regular hospital visits) and sexual orientation (visiting certain bars). The report shows that Google collects users’ location data notably through the features ‘location history’ and ’web & app activity’, which are integrated into all Google user accounts. The company uses various tricks and practices to ensure users have these features enabled and does not give them straightforward information about what this effectively entails.

These unfair practices leave consumers in the dark about the use of their personal data. Additionally they do not give consumers a real choice other than providing their location data, which is then used by the company for a wide range of purposes including targeted advertising.

These practices are not compliant with the GDPR, as Google lacks a valid legal ground for processing the data in question. In particular, the report shows that users’ consent provided under these circumstances is not freely given. Also, the company cannot invoke a ‘legitimate interest’ to collect and process location data, due to the significant and intrusive impact that this tracking has on the rights and freedoms of the individual.

BEUC expects the data protection authorities to fully investigate the complaints and adopt the necessary measures to force Google to comply with the law. The end result should be that Google users can finally protect their privacy and make informed choices about the use of their data. The imposition of an appropriate fine to sanction the company’s wrongdoing is also an important element of the enforcement procedure.

• Press release: Consumer groups across Europe file complaints against Google for breach of GDPR
• FAQ
• Report by the Norwegian Consumer Council: Every Step You Take: How deceptive design lets Google track users 24/7
• Video: Google manipulates users into constant tracking

Google challenged over location tracking
BBC (27 November 2018)
“The coalition said Google used "deceptive practices" to make people turn on its different tracking systems. Consent, it said, was not being freely given. In addition, it alleged, Google did not give "straightforward information" about what surrendering the data entailed.”

"Ausgenutzt"
Sueddeutsche Zeitung (27 November 208)
“Location data is very sensitive data. With their help, you can find out a lot find out a lot about a person's life: that someone regularly goes to a certain doctor, for example, or often goes to church or to certain bars.”

I consumatori contro Google, non rispetta le regole Ue sulla privacy
ANSA (27 November 2018)
"The problem is particularly relevant for smartphones which function with Android, in that you are are requested to have a Google account to use it. For the consumer organisations, these practices do not respect the GDPR."

Google Is Accused of ‘Tricking’ Users Into Sharing Location Data Under the EU’s Strict New Privacy Laws
Fortune (27 November 2018)
“A coalition of European consumer organisations has accused Google of tricking people into letting it track their location.”

Google accused of GDPR privacy violations by seven countries
The Verge (27 November 2018)
… The complaints, which each group has issued to their national data protection authorities in keeping with GDPR rules, come in the wake of the discovery that Google is able to track user’s location even when the “Location History” option is turned off…

European consumer groups want regulators to act against Google tracking
Reuters (27 November 2018)
… "These unfair practices leave consumers in the dark about the use of their personal data," BEUC said, speaking on behalf of the countries' consumer groups…”

Google, denunciada por violar la ley de protección de datos europea con el rastreo geográfico
El Economista (27 November 2018)
… The study shows in particular that users do not give their consent freely regarding sharing their location data…