Whether this applies for google analytics may depend how/why it's being used. But this does seem to be the view for advertising related tracking. https://ico.o

Whether this applies for google analytics may depend how/why it's being used. But this does seem to be the view for advertising related tracking. https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-protection-regulation-gdpr/consent/what-is-valid-consent/ https://ico.org.uk/for-organisations/guide-to-data-protectio... "People must be able to refuse consent without detriment," "The GDPR is clear that consent should not be bundled up as a condition of service unless it is necessary for that service:" ICO recently published some opinion on adtech https://ico.org.uk/media/about-the-ico/documents/2615156/adtech-real-time-bidding-report-201906.pdf https://ico.org.uk/media/about-the-ico/documents/2615156/adt... clarifies some things "due to the use of cookies to process this information, consent (to the GDPR standard) is still required under PECR at the initial point of processing." "cookies used for advertising purposes are not ‘strictly necessary' " The Article 29 working party guidance expresses similar things https://iapp.org/media/pdf/resource_center/20180416_Article29WPGuidelinesonConsent_publishpdf.pdf https://iapp.org/media/pdf/resource_center/20180416_Article2... "If consent is bundled up as a non-negotiable part of terms and conditions it is presumed not to have been freely given. "