Technical audit · 20.09.2026

mustamaekeskus.ee

Website of the Mustamäe Keskus shopping centre in Tallinn

Website of the Mustamäe Keskus shopping centre in Tallinn — one recording, 11 navigations, 1463 requests, ten nodes. On a mere visit, without any consent, data goes out immediately to three counters at once: Google Analytics 4, the legacy Universal Analytics and the Facebook Pixel, with the Facebook PageView event and the analytics pageview sent on every navigation. There is no valid consent mechanism: a notice at the bottom reads 'by continuing to use the site you agree', with an 'OK' button and no reject button, and the tags operate before it is even clicked. The attached data-processing notice describes only games and mailings and does not mention web analytics or the pixel at all. The browser did not send a DNT header.

Request timeline

+0 ms · navigation
Opening of the site. A WordPress application, Apache/ZoneOS server. No security headers (strict transport, content security policy, frame-embedding denial, referrer policy) are observed on the domain's responses in the recording. The browser did not send a DNT header.
+480…+481 ms · analytics and pixel load immediately
www.google-analytics.com/analytics.js (the legacy Universal Analytics, UA-72164594-1) and connect.facebook.net/fbevents.js (the Facebook Pixel) load immediately from the markup, with no preceding condition of any kind.
+2148…+2667 ms · three counters transmit data
Universal Analytics sends a pageview at +2148 ms (UA-72164594-1); the Facebook Pixel a PageView event at +2383 ms (864521637485302); Google Analytics 4 a page_view at +2667 ms (G-ERQBHECK3J) without a consent-mode signal. All three repeat the transmission on each of the eleven navigations: Facebook — 14 requests, Universal Analytics — 11, Google Analytics 4 — 7.

Declared versus actual

✓ Controller — Mustamäe Keskus OÜ, Tartu mnt 2, Tallinn; contact info@mustamaekeskus.ee — declared
✓ Name, phone number and email address are processed (clause 1.1) — declared
✓ Purpose of processing — organising consumer games and sending direct-marketing messages by email or SMS (clause 2.1) — declared
✓ Data is processed on the basis of consent (clause 3.1) — declared
✓ Personal data is stored within the territory of the member states of the European Union (clause 5.1) — declared
✓ Data is shared with employees and service providers involved in organising the games and mailings; IT service providers — where needed to send messages (clauses 4.1, 4.2) — declared
✓ Consent can be withdrawn by writing to info@mustamaekeskus.ee (clause 7.1) — declared
✓ Supervisory authority — Andmekaitse Inspektsioon (info@aki.ee) — declared
+ Google Analytics 4 (G-ERQBHECK3J) — not named as a recipient of web data — not declared
+ Universal Analytics (UA-72164594-1) — Google's legacy counter, not named — not declared
+ Facebook Pixel (864521637485302) — Meta's advertising pixel, not named; entails a transfer of data to the US — not declared
+ Google Tag Manager — tag container, not named — not declared
+ The absence of a valid consent mechanism while analytics and the pixel operate — not declared
+ The absence of a consent-mode signal (gcs) in the Google Analytics 4 requests — not declared

Transfer timings

+480 ms www.google-analytics.com

Universal Analytics UA-72164594-1 (analytics.js), pageview.

+481 ms connect.facebook.net

Facebook Pixel fbevents.js, identifier 864521637485302.

+2383 ms www.facebook.com

/tr — Facebook Pixel PageView event.

+2667 ms region1.google-analytics.com

GA4 page_view (G-ERQBHECK3J) without a gcs consent-mode signal.

Detected trackers

Indicators of GDPR non-compliance


Context

mustamaekeskus.ee is the website of the Mustamäe Keskus shopping centre in Tallinn. The controller is Mustamäe Keskus OÜ (Tartu mnt 2, Tallinn), contact info@mustamaekeskus.ee. Supervision is named directly in the document — Andmekaitse Inspektsioon (info@aki.ee). The site is built on WordPress, Apache/ZoneOS server.

Processing is described by the attached personal-data processing notice (Isikuandmete töötlemine). The document is narrow: it concerns solely the processing of contact data for consumer games and direct marketing and does not touch on visiting the site, cookies or web analytics. Attached to the material are a PDF snapshot of the site and a screenshot of the cookie notice.

The measurement consists of one recording, eleven navigations: the home page, the mustamae-suda-2 section, the Russian version /ru/ and repeat visits. One thousand four hundred and sixty-three requests, ten nodes. The recording was made on 20 September 2026.

Who data goes to directly

Google (Analytics 4, Universal Analytics, Tag Manager, Fonts, reCAPTCHA), Facebook (Pixel). reCAPTCHA and fonts are functional; the analytics and the pixel are tracking.

Declared versus actual

The data-processing notice describes one narrow scenario: name, phone and email address are processed (clause 1.1) for the purpose of organising consumer games and sending direct marketing (clause 2.1), on the basis of consent (clause 3.1), with data stored within the territory of the member states of the European Union (clause 5.1). Neither cookies, nor web analytics, nor the advertising pixel, nor visiting the site itself is mentioned in the document.

The measurement shows a picture of an entirely different scale. On a mere opening of the site, without filling in any forms and without consent, three parallel counters launch immediately. The legacy Universal Analytics (UA-72164594-1) loads at +480 ms, the Facebook Pixel (fbevents.js) at +481 ms. Universal Analytics transmits first (a pageview at +2148 ms), then the Facebook Pixel (a PageView event, pixel 864521637485302, at +2383 ms), then Google Analytics 4 (a page_view, property G-ERQBHECK3J, at +2667 ms). Both counters and the pixel repeat the transmission on each of the eleven navigations: Facebook — 14 requests, Universal Analytics — 11, Google Analytics 4 — 7. Google Analytics 4, moreover, sends the page_view without a consent-mode signal (gcs is absent).

There is no valid consent mechanism on the site. A cookie notice is displayed at the bottom of the page, generated by the site’s own script (which is why no separate consent-platform domain appears among the nodes): its text states that continued use of the site means consent to the use of cookies, and offers an ‘OK’ button and a link to the privacy terms. There is no reject button and no category choice. This is an implied-consent-by-continued-browsing model, which is not valid consent under ePrivacy and the case law of the Court of Justice. More to the point: by the time the notice could even be clicked, the analytics and the pixel have already transmitted data — there is no blocking of the tags before consent.

Finally, the Facebook Pixel sends events to www.facebook.com/tr, which entails the transmission of data to Meta Platforms and of the visitor’s IP address outside the EEA — while the document states plainly that data is stored within the territory of the EU.

Proven: there is no valid consent mechanism. There is no consent-management platform of any kind in the recording; the site’s cookie notice declares consent through continued browsing and has neither a reject button nor a category choice.

Proven: the analytics and the pixel operate without consent and before the notice. Universal Analytics and the Facebook Pixel load at +480…+481 ms, and the first transmissions — the Universal Analytics pageview at +2148 ms, the Facebook PageView event at +2383 ms and the Google Analytics 4 page_view at +2667 ms — occur on page load, without any user action.

Proven: the Google Analytics 4 requests carry no consent-mode signal. In the page_view request the gcs parameter is absent.

Proven: three separate counters operate. By the identifiers in the traffic: Google Analytics 4 G-ERQBHECK3J, Universal Analytics UA-72164594-1, Facebook Pixel 864521637485302.

Not proven and not asserted: the content of the user’s choice. Whether the ‘OK’ button was clicked is not established by the recording and is immaterial to the conclusion: the transmissions occur independently of it, before any interaction.

Separately: the browser did not send a DNT header in this recording.

Bounds of observation

The measurement covers eleven pages of the site. Observation captures the browser’s behaviour, not the internal side of the services: server-side processing and contractual relationships with recipients are not verified by a browser measurement. The legal assessment is made by the competent authority — in Estonia, Andmekaitse Inspektsioon, whose supervision is named directly in the notice itself.

The file is published redacted under a “lean” profile: cookie values in requests have been removed, the Cookie and Set-Cookie headers stripped; the redaction registry records 513 redactions and a checksum. The composition of recipients, the measurement identifiers, the consent signal and the timings are read from the parameters of the requests themselves. No security headers are observed on the domain’s own responses; full visitor-identifier values are not reproduced in the analysis.

The identification of services relies on domains and address patterns: Google Analytics — by google-analytics.com and the properties G-ERQBHECK3J and UA-72164594-1; the tag container — by googletagmanager.com; the Facebook Pixel — by connect.facebook.net, www.facebook.com/tr and the identifier 864521637485302; reCAPTCHA — by google.com/recaptcha and gstatic.com/recaptcha; the fonts — by fonts.googleapis.com and fonts.gstatic.com.

Conclusion

On a mere visit, the Mustamäe Keskus shopping centre’s website immediately transmits browsing data to three counters at once — Google Analytics 4, the legacy Universal Analytics and the Facebook Pixel — with the Facebook PageView event and the analytics pageview repeating on every navigation, and Google Analytics 4 setting no consent-mode signal. There is no valid consent mechanism: a notice at the bottom reads ‘by continuing to use the site you agree’, with an ‘OK’ button and no reject button, and the tags transmit data before any interaction with it. The attached personal-data processing notice describes only the processing of contact data for consumer games and mailings and states that processing is on the basis of consent and that data is stored in the EU; it does not mention web analytics, the advertising pixel or the transfer to Facebook at all, and the site’s actual behaviour contradicts these statements.

Remediation: do not launch Google Analytics, Universal Analytics and the Facebook Pixel before obtaining valid consent — deploy a consent-management platform with an equal-weight reject button and prior blocking of the tags, so that no requests to the analytics and the pixel go out before the user’s choice, and replace the implied-consent notice with a valid mechanism; disable the legacy Universal Analytics, which is no longer supported; set the consent-mode signal (gcs) in the Google Analytics requests; name the actual recipients of web data in the documents by name — Google Analytics, Google Tag Manager, Facebook Pixel — with their purposes and the legal basis for the cross-border transfer for Facebook; bring the statement that data is stored exclusively in the EU into line with the actual transfer to Facebook.

Evidence

How to verify: download the file and compute its checksum — sha256sum file.har (Linux, macOS) or certutil -hashfile file.har SHA256 (Windows); it must match the one shown. The conclusions apply to the scope of this measurement — see the limitations of the method.

Original (audit)
HAR file: ee/mustamaekeskus-ee-2026-09-20.har
SHA-256: 77670115e16261edc63fcb15923d424c0c87699c77c8601383676ff942cb8757
Screenshot
Скриншот интерфейса
Implied-consent notice at the bottom of the home page: 'by continuing to use the site you agree', 'OK' and 'Privacy terms' buttons, no reject button · 20.09.2026
Re-check snapshot
Awaiting changes
HAR files are stored on EU infrastructure (Proton Drive). SHA-256 is published for integrity verification.