Google Analytics User Explorer – a privacy conflict?

Google recently updated its Google Analytics platform with a new ‘User Explorer‘ feature.

Available under the ‘Audiences’ tab, the feature provides individual session data apparently anonymised by the use of a Google assigned session ID.

However, particularly where e-commerce tracking is available it seems possible to cross reference transaction data with the anonymous session id.

A very powerful tool in the right hands, but how long before it runs foul of privacy regulators?