Cookie Policy

INTRODUCTION

Last updated: February 2025

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.

WHAT ARE COOKIES?

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.

DOES BURBERRY USE OTHER SIMILAR TECHNOLOGIES?

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.

WHO CAN DROP COOKIES ON MY DEVICE?

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 including Google, Meta and Quantcast. Burberry uses third-party cookies to, for example, measure user numbers on the Site, to allow you to chat to a customer service representative, to enable you to share content with others across social media platforms, and for advertising and promotional activities.

WHAT DOES BURBERRY USE COOKIES FOR?

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.

Cookie Type	What does it do?
Essential cookies	These cookies are strictly necessary to provide you with services available through the Site and to use some of its features, such as access to secure areas. They perform functions like: ensuring the Site pages load quickly; and preventing any fraudulent payment activity.
Analytics cookies	These cookies are used for analytics purposes including to help us understand how the Site and tools on the Site are being used, how effective our advertising and email marketing campaigns are (by tracking the open rate of our emails and clicks on links or products in our emails) helping us understand the effectiveness of online advertisements, and to help us customise and improve our services and user experience on the Site (including when using tools on the Site).
Functionality cookies	These cookies enable us to provide enhanced functionality and personalisation for you on our Site or otherwise. They will be set by us or by third party providers whose services perform functions like: identifying the appropriate size and fit of our products to you; recommending similar products for you based on the products added to your shopping bag; remembering the products added to your shopping bag if you leave and then return to the Site; and enabling a live chat session with one of our customer services representatives and/or in-store sales associates.
Advertising/Targeting cookies	These cookies are used to make marketing messages more relevant to you and deliver advertising to you, including on third party platforms. They perform functions like: preventing the same advertisement from continuously reappearing; ensuring that advertisements are properly displayed; displaying advertisements that are based on your interests; and measuring the number of advertisements displayed and their performance, such as how many times you clicked on a given advertisement or your subsequent journey through our Site after clicking on an advertisement elsewhere. We may also use data derived and collected from tools on our Site in order to support and enhance how we personalise our services for you. We also use social networking cookies on certain pages of the Site to enable you to share pages and content that you find interesting on the Site through third-party social networking (such as Facebook, Twitter and Instagram) and other websites and for advertising purposes too. To learn more about social media cookies, you should also refer to your social media platform’s Cookie Notice and Privacy Notice.

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. See the cookies we use on our Site by clicking here.

HOW LONG ARE COOKIES SET FOR AND HOW LONG WILL BURBERRY HOLD ANY COOKIE DATA?

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.

	session	short-term (1 month)	short-medium term (1-12 months)	longer term (beyond 12 months)
Essential	✓		✓	✓
Analytics	✓	✓	✓	✓
Functionality	✓	✓	✓	✓
Advertising/ Targeting	✓	✓	✓	✓

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.

GOOGLE COOKIES

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 / Google Tag Manager
We use Google Analytics and Google Tag Manager, which are Google services 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 and the performance of our online advertisements.

INTERNET-BASED ADVERTISING AND PROFILING

Interest-based advertising cookies will be placed on your device, if you choose to accept advertising cookies, by our third-party service providers such as Google, Meta and Quantcast. These cookies will remember your web browsing activity and group together your interests in order to send you targeted advertisements which are relevant and personalised 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.

HOW CAN I CONTROL COOKIES?

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).

WHAT HAPPENS IF I DISABLE COOKIES?

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.

HOW DO I CONTACT BURBERRY?

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