Your choices. Clearly explained.

1. Introduction

Little Moo Group uses cookies and similar technologies to operate its websites, protect users and systems, remember choices, understand website performance and provide selected online features.

Little Moo Group is the overarching trading identity of Little Moo Limited.

Throughout this Policy, references to “Little Moo Group”, “we”, “our” and “us” mean Little Moo Limited unless expressly stated otherwise.

This Policy applies to the Little Moo Group website and may also apply to other Group-operated websites where it is linked or expressly incorporated.

A division website may publish additional cookie information where its technologies, integrations or consent arrangements differ.

2. What cookies are

A cookie is a small text file or piece of information placed on or accessed from your computer, phone, tablet or other device when you use a website or online service.

Cookies can be used to:

• enable essential website functions;
• keep websites and accounts secure;
• remember settings and choices;
• maintain sessions and account access;
• understand how a website is used;
• identify faults and performance issues;
• support third-party features;
• and measure communications or campaigns.

Cookies may contain a unique identifier, but they do not necessarily contain information that directly identifies you by name.

Information collected through cookies may still be personal information where it identifies, relates to or can reasonably be linked with an individual.

3. Similar technologies

The legal rules applying to cookies may also apply to other technologies that store information on, or access information from, a user’s device.

These technologies may include:

• local storage;
• session storage;
• software development kits;
• tracking pixels and web beacons;
• link and email measurement technologies;
• device identifiers;
• scripts and tags;
• and device fingerprinting technologies.

References to “cookies” in this Policy include similar storage and access technologies unless the context requires otherwise.

4. How the rules apply

Our use of cookies and similar technologies is governed by applicable United Kingdom privacy and electronic communications law.

We provide information about the technologies used, their purposes and the choices available to you.

Where consent is legally required, an optional technology will not be activated until you have made an affirmative choice.

Certain technologies may be used without consent where an applicable legal exemption allows this. This may include technologies that are strictly necessary to provide a service you requested or technologies falling within another lawful exemption.

Where an exemption is used, we will still provide appropriate information and use the technology only for the permitted purpose.

5. Your consent and choices

When you first visit a website covered by this Policy, you may be shown a cookie banner or privacy preference tool.

This tool may allow you to:

• accept optional cookies;
• reject optional cookies;
• choose between different categories;
• review information about their purposes;
• and change your choices later.

Consent is not assumed from silence, inactivity, continued browsing or the use of pre-selected optional choices.

Strictly necessary technologies may remain active because the website or requested feature cannot operate properly without them.

6. Cookie categories

We organise cookies and similar technologies into categories according to their purpose.

A particular technology may support more than one function. We categorise it according to its main purpose and the legal basis upon which it is used.

7. Strictly necessary technologies

Strictly necessary technologies support functions required for a website, account or online service to operate securely and as requested.

They may be used to:

• deliver pages and balance website traffic;
• maintain website and account security;
• detect malicious or fraudulent activity;
• maintain a login or checkout session;
• process forms and prevent duplicate submissions;
• remember items placed in a basket;
• remember your privacy and cookie choices;
• support accessibility or language choices you requested;
• and provide a feature expressly requested by you.

These technologies do not normally require consent where they are used only for an exempt purpose.

Disabling them through browser or device settings may prevent important parts of a website from working.

8. Functional technologies

Functional technologies support enhanced features and remember choices that are not always essential to basic website operation.

They may be used to remember:

• display and layout preferences;
• language or regional settings;
• previously selected options;
• personalised interface settings;
• and choices connected with an integrated service.

Consent will be requested where required by law. A legal exemption may apply to a limited functional technology where it is used solely to provide functionality you expressly requested.

Rejecting functional technologies may reduce personalisation or prevent an optional feature from operating.

9. Analytics and performance technologies

Analytics and performance technologies help us understand how websites are used and identify opportunities to improve them.

They may provide information about:

• pages viewed;
• navigation paths;
• visit duration;
• device and browser categories;
• approximate geographical region;
• referring websites or campaigns;
• errors and failed interactions;
• and website speed and performance.

We aim to configure analytics proportionately and limit the information collected to what is reasonably required.

We will request consent where the relevant analytics technology requires it.

Where applicable law permits limited statistical or service-improvement technologies to be used without consent, we will use that exemption only where its requirements are met and appropriate safeguards are in place.

10. Marketing and advertising technologies

Marketing technologies may help measure campaigns, understand engagement or provide advertising that is considered more relevant.

They may be used to:

• measure whether an advertisement led to a website visit;
• understand interaction with campaigns;
• limit how frequently an advertisement is shown;
• create or use interest-based audience information;
• and connect website activity with an external advertising platform.

Marketing cookies and technologies involving tracking, advertising or profiling will not be activated before consent where consent is required.

Rejecting marketing cookies will not prevent you from using the core website. You may still see advertising elsewhere, but it may be less relevant or its effectiveness may not be measured.

11. Embedded content

Our websites may include content or functionality supplied by another organisation.

This may include:

• videos and audio players;
• maps;
• social media feeds or sharing tools;
• live chat and customer support tools;
• booking or scheduling systems;
• payment interfaces;
• forms and surveys;
• and external document or media viewers.

The external provider may set or access cookies when the content loads or when you interact with it.

Where consent is required, the content may remain blocked until the relevant category is accepted.

External providers are responsible for their own processing where they act as separate controllers. Their privacy and cookie information should explain how they use information.

12. First-party and third-party cookies

First-party cookies

First-party cookies are set by the website domain you are visiting.

They may support security, navigation, forms, account functions, consent preferences and website analysis.

Third-party cookies

Third-party cookies are set or accessed by another organisation whose service or content is used on the website.

They may be associated with analytics, media, maps, support, payments, advertising or other integrated services.

We assess third-party integrations before use and aim to activate optional third-party technologies only after the required choice has been made.

13. Session and persistent cookies

Session cookies

Session cookies are temporary and normally expire when you close your browser or end the relevant session.

Persistent cookies

Persistent cookies remain on your device for a defined period or until they are deleted.

They may remember preferences, privacy choices, account settings or information used to recognise a returning browser.

We aim to use proportionate expiry periods based on the purpose of each technology.

14. Current cookie details

The exact cookies and similar technologies used may change as we update our websites, suppliers, security controls and online features.

Our live cookie preference tool should provide current information where available, including:

• the cookie or technology name;
• the provider or domain;
• its purpose;
• its category;
• and its duration or expiry.

This live information should be treated as part of this Cookie Policy because it reflects the technologies detected or configured on the website at that time.

15. Managing your preferences

You can use our cookie preference tool to review and change optional cookie categories.

The preference tool may be available:

• through the initial cookie banner;
• through a persistent cookie settings link;
• in the website footer;
• or through the button provided on this page.

Your choices normally apply to the browser and device on which they were made.

You may need to make your choices again if you:

• use another browser or device;
• delete cookies or site data;
• use private browsing;
• reset browser settings;
• or the consent configuration materially changes.

16. Browser controls

Most browsers allow you to inspect, block or delete cookies through their privacy or site settings.

You may be able to:

• block all cookies;
• block third-party cookies;
• delete existing cookies;
• clear local and session storage;
• receive a warning before cookies are stored;
• or configure permissions for individual websites.

Browser controls operate separately from our cookie preference tool.

Blocking all cookies may prevent login, forms, checkout, preference storage and other important features from working.

17. Withdrawing consent

You may withdraw consent for optional cookies at any time.

Withdrawal does not affect the lawfulness of processing that took place before consent was withdrawn.

After you withdraw consent, we will stop activating the relevant optional technologies on that browser where reasonably practicable.

Cookies already stored may remain until they expire or are deleted. You can remove them through your browser settings.

18. What happens when cookies are refused

You can normally reject optional cookies without losing access to the main public content of our websites.

Rejecting optional cookies may mean that:

• some preferences are not remembered;
• embedded videos, maps or feeds remain unavailable;
• live chat or external forms do not load;
• some personalised features do not work;
• we receive less information about website performance;
• and campaign effectiveness cannot be measured accurately.

Strictly necessary technologies may continue because they support security or functionality required to provide the website or a feature you requested.

19. Cookies and personal information

Information collected through cookies may include online identifiers and technical information such as:

• IP address;
• cookie or device identifier;
• browser and device information;
• website activity;
• referring pages or campaigns;
• approximate geographical information;
• and account or session information.

Where cookie information is personal information, it will be processed in accordance with applicable data protection law and our Privacy Policy.

The lawful basis for subsequent processing depends on the purpose, the technology and the circumstances. Cookie consent and the data protection lawful basis are related requirements but are not necessarily the same legal question.

20. Third-party providers

We may use external providers to support analytics, website security, hosting, payments, communications, maps, media, support and other online features.

A third-party provider may receive technical information when its service is activated or used.

Where the provider acts as our processor, we require appropriate contractual safeguards.

Where the provider acts as a separate controller, its own privacy and cookie documentation will apply to its processing.

Third-party providers and technologies may change as our websites develop. Current information should be available through the live cookie preference tool where technically supported.

21. Changes to this Policy

We may update this Cookie Policy to reflect:

• changes to applicable law or regulatory guidance;
• changes to our websites or online services;
• new or removed technologies;
• changes to suppliers and integrations;
• changes to consent requirements or legal exemptions;
• and improvements to clarity or accuracy.

The latest version will be published through the Little Moo Group Legal Centre.

We may ask you to review your preferences again where our use of optional technologies materially changes.

22. Contact information

Privacy and cookie enquiries

privacy@littlemoogroup.com

General enquiries

contact@littlemoogroup.com

Telephone

0300 124 6935

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