Cookie Policy

This cookie policy explains what types of cookies and similar technologies are placed on your device when you visit Burberry’s website or mobile site (the “Site”) and, where relevant, any Burberry application (“Applications”) and how Burberry uses these cookies and similar technologies. Our Privacy Policy can provide you with further details about how we use your personal information, although not all information captured through the use of cookies and similar technologies will identify you.

We are continually striving to develop improved ways of managing your cookie preferences. As new technologies and solutions emerge, this cookie policy will be updated to reflect any advances in technology and preference management tools that we implement.

Cookies are small text files that are sent to or accessed from your web browser or your device’s memory. A cookie typically contains the name of the domain (internet location) from which the cookie originated, the “lifetime” of the cookie (i.e. when it expires) and a randomly generated unique number or another identifier. A cookie will also contain information about your device, such as user settings, browsing history and activities conducted while using the Site and Applications.

We use other similar technologies (which are also called cookies for the purposes of this policy) such as web beacons (also called pixel tags or clear gifs), tracking URLs, software development kits (SDKs) and local storage on the Site and Applications.

• Web beacons are tiny graphics files that contain a unique identifier that enable us to recognise when someone has visited the Site and/or Application, opened an e-mail that Burberry has sent them and verify any clicks through to links within the email. We use this information for certain purposes including determining which of our emails are relevant to you and reviewing engagement with our emails.
• Tracking URLs are custom generated links that help us understand where the traffic to the Site and/or Application comes from.
• SDKs are small pieces of code within apps (including any Application), which function like cookies and web beacons.
• Local storage is technology which allows a website to store and retrieve data from your browser. We use local storage to more efficiently manage the temporary storage of information relating to our Site. You can control the use of local storage using your browser settings.

First-party cookies

First-party cookies are placed on your device directly by our Site. Burberry uses first-party cookies to, for example, adapt the Site to your browser’s language preferences and to better understand your use of the Site.

Third-party Cookies

Third-party cookies are placed on your device by our selected partners and service providers. Burberry uses third-party cookies to, for example, measure user numbers on the Site, to allow you to chat to a customer service representative and to enable you to share content with others across social media platforms.

Like most providers of online services, we use cookies to provide, secure and improve our Site and Applications, including by remembering your preferences, recognising you when you visit and log-in to the Site and personalising advertisements to your interests. To accomplish these purposes, Burberry will, in certain cases, also link information from cookies with other personal information Burberry holds about you. This means that in these cases we will know that the cookie information relates to you.

When you visit the Site, essential cookies will be set on your device. Other cookie types (as listed below) will also be set on your device if you choose to accept them.

In order to ensure you can view a list of the cookies Burberry uses (including identifying which cookies are first-party or third-party) we use a cookie management tool, which you can access by clicking here.

The lifespan of the cookies we use differs depending on the category of cookies. For example, session cookies only last until you close your browser. Persistent cookies have a longer lifespan and aren’t automatically deleted when you close your browser. Our persistent cookies allow us to recognise you between visits, for example by remembering your preferred settings such as language and country , or are generally used to tailor our content to your preferences.

Generally, each category of cookies are set on your browser for the following time periods:

• the browsing session – these cookies expire when you close your browser;
• the short term – these cookies expire within 1 month or less. Some of these cookies are used to remember you and products you are interested in for subsequent visits in the short term;
• short to medium term - these cookies last between 1 month and 1 year. Some of these cookies are used to remember your language and the country in which you are based, to facilitate product recommendations in future visits, and to tailor advertising based on your interests;
• longer term – these cookies expire over 1 year after being set, and are generally used to recognise you across devices, to integrate with third party tools such as social networking sites and to facilitate our understanding of how the Site is used across a longer period.

We keep any information derived from our use of cookies for as long as we need it for the purpose it was collected, unless you request us to delete it (in which case we shall do so provided we know that the information relates to you and provided that Burberry no longer needs to keep your information for other permitted reasons). We will actively review the information we hold and either delete it securely when there is no longer a legal, business or customer need for it to be retained; or in some cases anonymise it in order to keep using it for administrative or statistical purposes or to develop aggregated profiles and segmentations that help us learn more about our types of customers in general, their relevant needs and preferences.

Please see our Privacy Policy for further details on your rights in relation to your personal information. If you would like further information on data retention and a breakdown of retention periods, please contact our Data Protection Officer using the contact details at the end of this policy.

Further details on Google cookies and cookies used for interest-based advertising

Google™ Maps API Cookies

Some features of the Site and Application rely on the use of Google™ Maps API Cookies. Such cookies will be stored on your device.

When browsing the Site and Applications and using services relying on Google™ Maps API cookies, you consent to the storage, collection of such cookies on your device and to the access, usage and sharing by Google of the data collected thereby. Google™ Maps API will not share your location data with Google unless you select “Geolocate me” on certain pages of our Site. By doing so, you are requesting Google’s services based on Google’s terms and conditions and privacy policy.

Google™ manages the information and your choices pertaining to Google™ Maps API Cookies via an interface separate from that supplied by your browser. For more information, please see https://www.google.com/policies/technologies/cookies/.

Google Analytics

We use Google Analytics, which is a Google service that uses cookies and other data collection technologies to collect information about your use of the Site and Applications in order to report on trends.

Interest-based advertising cookies will be placed on your device, if you choose to accept advertising cookies, by our third-party service providers. These cookies will remember your web browsing activity and group together your interests in order to send you targeted advertisements which are relevant to you. We use interest-based advertising to keep you informed of new Burberry campaigns, products and services. We manage this through a variety of digital marketing networks and advertisement exchanges and use a range of advertising technologies, which may include profiling (as explained below).

If interest-based advertising cookies are set on your device when you visit the Site, you will see Burberry banners and advertisements when you are on other websites and applications. These banners and advertisements are based on a combination of the information we and our service providers hold about you, your previous use of websites including the Site (such as your search history and the content you view on the Site) or on any banners or advertisements you have previously clicked on. Information such as your browsing and purchase activity may be used by the digital marketing networks and advertisement exchanges to infer certain things about you (such as your age and gender) in order to create a profile about you to reflect your preferences, characteristics, behaviour and attitudes. Burberry doesn’t obtain this information, but our third-party service providers may use this information to make advertising more relevant to you, personalise our services and to better understand the interests and preferences of our customers.

Tools within this Cookie Policy

You can set and modify your cookie preferences at any time by using the Cookie Management Preference Tool available here.

Browser and device controls

Some web browsers provide settings that allow you to control or reject cookies or to alert you when a cookie is placed on your computer. The procedure for managing cookies is slightly different for each internet browser. You can check the specific steps in your particular browser help menu.

You may also be able to reset device identifiers by activating the appropriate setting on your mobile device. The procedure for managing device identifiers is slightly different for each device. You can check the specific steps in the help or settings menu of your particular device.

Interest-based advertising tools

You can opt out of seeing online interest-based advertising from companies that participate in opt-out programs through the Digital Advertising Alliance, the Interactive Digital Advertising Alliance or Appchoices (apps only).

The changes you make to your cookie preferences may make browsing the Site a less satisfying experience. In some cases, you may even find yourself unable to use parts of the Site.

Opting out of the placement of advertising cookies does not mean you will not see advertisements – it means you won’t see personalised advertising.

Note that if you use browser or device controls and/or if you delete or clear cookies on your device after you have modified your cookie preferences, the next time you visit the Site our cookies banner will appear and you will need to select your preferences again. Please therefore ensure that your preferences contained in the Cookie Management Preference Tool are up to date.

If you have questions about this Cookie Policy or would like any further information, you can contact us here:

• Email: Customer Services at customerservice@burberry.com or our Data Protection Officer (DPO) at DPO@burberry.com
• Write to us: The DPO, Horseferry House, Horseferry Road, London, SW1P 2AW
• Call us: +44 (0) 20 3402 1444