Privacy & Cookies
Please read this cookie notice carefully as it contains important information on who we are and how we use cookies on our website.
1. We use cookies and similar technologies
Our website uses cookies and similar tracking technologies to enhance your browsing experience, provide personalised advertising, and analyse website performance. Cookies are small text files placed on your device to collect and store information.
2. Our privacy notice
This notice should be read together with our Privacy Notice which sets out how and why we collect, store, use and share personal information generally, as well as your rights in relation to your personal information and details of how to contact us and supervisory authorities if you have a complaint.
3. Who we are
This website is operated by Biofidelity (‘we’, ‘our’ or ‘us’).
4. Our website
This cookie notice relates to your use of our website.
- Our website uses cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you browse our website and allows us to improve our site and measure how you use the website so it can be updated and improved based on your needs; and
- Remember the notifications you’ve seen so that we don’t show them to you again.
This cookie notice is also part of a mechanism we use to obtain your consent to the processing of your personal data using cookies and other tracking technologies.
5. Third-party websites
Throughout our website we may link to other websites owned and operated by third parties to make additional services available to you. These other third-party websites may also use cookies or similar technologies in accordance with their own separate policies. For privacy information relating to these other third-party websites, please consult their privacy policies/cookie notices as appropriate.
6. What is a cookie?
A cookie is a small file of letters and numbers that we store on your browser or the hard drive of your computer if you agree. Cookies contain information that is transferred to your computer’s hard drive.
They often contain information like IP addresses or Unique IDs that make it possible for websites to identify and recall individual users upon repeated visits. Third-party marketing cookies can be used to track users across the Internet in order to serve them targeted, behavioural advertisements. Under the GDPR, websites are not allowed to store cookies on a user’s browser without their clear and affirmative consent.
For further information on cookies generally, including how to control and manage them, visit the guidance on cookies published by the UK Information Commissioner’s Office, www.aboutcookies.org or www.allaboutcookies.org.
7. How we use cookies
- To provide essential website functionality.
- To analyse and improve website performance.
- To deliver targeted advertising and personalize your experience.
- To comply with legal obligations and ensure security.
8. Types of cookies
We may use the following types of cookies:
Cookie Type | Description | When Consent is Required (GDPR) | U.S. States |
---|---|---|---|
Strictly Necessary Cookies | These cookies are essential for the operation of our website. They enable basic functions such as navigation, accessing secure areas, and maintaining session management. These cookies cannot be disabled. | Consent Not Required: GDPR allows strictly necessary cookies to be used without explicit consent, as they are essential for website functionality. | All States: These cookies are exempt from opt-out and consent requirements under U.S. state privacy laws, as they are necessary for the website’s functionality and do not involve the “sale” or “sharing” of personal data. |
Analytical/Performance Cookies | These cookies help us measure and improve website performance. For example, they allow us to count visitors and track how users interact with different parts of the website. This data helps us optimise functionality and ensure users can easily find what they need. | Consent Required: GDPR requires explicit consent before setting non-essential cookies like analytics, even if anonymized. | California, Colorado, Connecticut, Virginia, Utah: Users must be informed about the collection of analytics data and provided an opt-out mechanism if analytics involve data sharing or targeted advertising. Consent not explicitly required but disclosure is mandatory. |
Functionality Cookies | These cookies enable the website to recognise you on return visits, personalising content and remembering your preferences (e.g., language, region, or other settings). | Consent Required: GDPR requires explicit consent for cookies used to personalise user preferences, unless strictly necessary for a requested service. | California, Colorado, Connecticut, Virginia, Utah: If functionality cookies collect data shared with third parties or used for personalisation, users must have a clear opt-out option. Consent is not explicitly required but transparency is mandatory. |
Targeting/Advertising Cookies | These cookies track your browsing behaviour, recording visits to our website, pages viewed, and links clicked. This data helps us deliver personalised advertising and improve relevance. We may share this information with third-party advertisers and analytics providers. | Consent Required: GDPR mandates explicit consent for cookies used for targeted advertising, profiling, or sharing data with third parties. | California (CCPA/CPRA): Users must be provided with a “Do Not Sell or Share My Personal Information” link and the Global Privacy Control (GPC) signal must be honoured. Colorado, Connecticut, Virginia: Opt-out rights for targeted advertising and profiling are mandatory. Utah: Only requires opt-out for data “sale.” |
9. Consent to use cookies
We will ask for your permission (Consent) to place cookies or other similar technologies on your device, except where they are essential for us to provide you with a service that you have requested and the operation of our website.
Change your consent or withdraw your consent below.
10. Your rights and choices
Under applicable data protection laws, including the EU GDPR, UK GDPR, and U.S. privacy laws (such as the CCPA/CPRA):
- Manage Cookies: You can manage or disable non-essential cookies through our Cookie Settings tool or via your browser settings.
- Opt-Out of Sales/Sharing of Data: If you are a U.S. resident, you have the right to opt out of the “sale” or “sharing” of your personal information collected through cookies. Click “Do Not Sell or Share My Personal Information” to exercise this right or enable the Global Privacy Control (GPC) in your browser.
- Data Access and Deletion: You can request access to, correction of, or deletion of your personal information. For more information, visit our Privacy Notice.
11. Blocking cookies and changing settings
You can block cookies by activating the setting on your browser that allows you to refuse the setting of all or some cookies. However, if you use your browser settings to block all cookies (including essential cookies) you may not be able to access all or parts of our website.
Most web browsers allow some control of most cookies through the browser settings, For further information about cookies and how to disable them please go to allaboutcookies.org.
Find out how to manage cookies on popular browsers:
To find information relating to other browsers, visit the browser developer’s website.
To opt out of being tracked by Google Analytics across all websites, visit http://tools.google.com/dlpage/gaoptout.
You can find more information about the individual cookies, pixels and tags we use and the purposes for which we use them in the table below:
Cookie | Source | Action | Retention | Purpose |
---|---|---|---|---|
_ga, __ga_0N0JHNZVQ6 | Google Analytics | Used to collect information about how visitors use this website. | 2 years | The information is used to help us improve the site. The cookies collect information in an anonymous form, including the number of visitors to the site, where visitors have come to the site from and the pages they visited. |
__hstc | Hubspot | Used to collect information about how visitors use this website. | 6 months | The main cookie for tracking visitors for website analytics |
hubspotutk | Hubspot | Used to collect information about how visitors use this website. | 6 months | This cookie keeps track of a visitor’s identity. It is passed to HubSpot on form submission and used when deduplicating contacts. It contains an opaque GUID to represent the current visitor. |
__hssc | Hubspot | Used to collect information about how visitors use this website. | 30 minutes | This cookie keeps track of sessions. This is used to determine if HubSpot should increment the session number and timestamps in the __hstc cookie. It contains the domain, viewCount (increments each pageView in a session), and session start timestamp. |
__hssrc | Hubspot | Used to collect information about how visitors use this website. | Session | This cookie keeps track of sessions. This is used to determine if HubSpot should increment the session number and timestamps in the __hstc cookie. It contains the domain, viewCount (increments each pageView in a session), and session start timestamp. |
CLID | Microsoft Clarity | Used to collect information about how visitors use this website. | 1 year | Identifies the first-time Clarity saw this user on any site using Clarity. |
MUID | Microsoft Clarity | Used to collect information about how visitors use this website. | 1 year | Identifies unique web browsers visiting Microsoft sites. These cookies are used for advertising, site analytics, and other operational purposes. |
_clck | Microsoft Clarity | Used to collect information about how visitors use this website. | 1 year | Persists the Clarity User ID and preferences, unique to that site is attributed to the same user ID. |
_clsk | Microsoft Clarity | Used to collect information about how visitors use this website. | 24 hours | Connects multiple page views by a user into a single Clarity session recording. |
wp_lang | WordPress | Used to collect information about how visitors use this website. | Session | To store language settings |
wordpress_test_cookie | WordPress | Used to collect information about how visitors use this website. | Session | Tests if the browser accepts cookies |
__hs_opt_out | Hubspot | Used to collect information about how visitors use this website. | 6 months | This cookie is used by the opt-in privacy policy to remember not to ask the visitor to accept cookies again. |
__hs_do_not_track | Hubspot | Used to collect information about how visitors use this website. | 6 months | This cookie can be set to prevent the tracking code from sending any information to HubSpot. |
__hs_cookie_cat_pref | Hubspot | Used to collect information about how visitors use this website. | 6 months | This cookie is used to record the categories a visitor consented to. |
__cfruid | Hubspot | Used to collect information about how visitors use this website. | Session | This cookie is set by HubSpot’s CDN provider because of their rate limiting policies. |
__cfuvid | Hubspot | Used to collect information about how visitors use this website. | Session | This cookie is set by HubSpot’s CDN provider because of their rate limiting policies. |
__cf_bm | Hubspot | Used to collect information about how visitors use this website. | Session | This cookie is set by HubSpot’s CDN provider and is a necessary cookie for bot protection. |
12. Retention
Cookies have varying lifespans. Some remain on your device only while your browser is open, while others persist for a longer period.
13. Children’s data
We do not knowingly collect data from children under 13 through cookies. If we learn that a child’s information has been inadvertently collected, we will delete it in accordance with applicable laws, including the Children’s Online Privacy Protection Act (COPPA).
14. Data sharing and transfers
Some data collected through cookies may be shared with our trusted third-party partners, including advertisers and analytics providers, for the purposes described above. If required, this data may also be transferred outside the U.S., U.K or EEA in compliance with applicable privacy laws, including GDPR, UK GDPR and U.S. state laws.
15. What about similar tracking technologies?
Cookies are not the only way to recognize or track visitors to a website. We may use other, similar technologies from time to time, like web beacons (sometimes called “tracking pixels” or “clear gifs”). These are tiny graphics files that contain a unique identifier that enable us to recognize when someone has visited our Sites or opened a communication that we have sent them. This enables us to assess the effectiveness of communications. In many instances, these technologies are reliant on cookies to function properly, and so declining cookies will impair their functioning.
Pixel tags (also known as web beacons and clear GIFs) may be used in connection with some Services to, among other things, track the actions of users of the Services (including email recipients), and compile statistics about usage of the Services and response rates as well as general demographic information and aggregated information.
If you have any questions or concerns about our use of cookies, contact us at privacy@biofidelity.com.
BG-2