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Our cookie policy and your preferences

How Which? uses cookies and what they are. You can understand more and change your cookies preferences here.

In this article
What are cookies? What we use cookies for What we do NOT use cookies for How do I change my cookie settings?

We want to make it as easy as possible for you to understand and control your online privacy. So here is a clear explanation of what cookies are, how we use them, and how you can manage your preferences when you visit our websites.  

What are cookies?

A cookie is a tiny text file placed on your computer, tablet or mobile phone by websites that you visit. Cookies do lots of useful jobs. They help make websites work smoothly, provide information about how people browse, and make sure any adverts you see are as relevant as possible. 

What we use cookies for

Like most websites, which.co.uk uses cookies. These cookies are safe and secure and don’t store your personal information. We use them, for example, to:

  • Preserve your which.co.uk log in state and remember your settings and preferences

  • Show the most useful content for you, including articles and adverts about Which? products and services. This means you might see our adverts on other websites  

  • Understand who visits our websites, how they navigate around them and how easy they find them to use.

What we do NOT use cookies for

  • We never show adverts from third parties on our websites.

  • We don’t store any personal information in our cookies that can be used to identify you directly, like your name, email, postcode, IP address or financial information (credit card, bank account). Any data we do collect is anonymous.

  • We will never sell your data to anyone else for any reason. To read more about how we protect the information we collect about you, please read our Privacy Notice

How do I change my cookie settings?

Our websites use three kinds of cookies. Some are strictly necessary for making our website work well. But you can choose to turn all the others on or off below. You can also manage what cookies are stored on your computer directly by setting your browser to accept or reject certain cookies. Blocking some types of cookies may mean you can’t use all the services or features on our sites.

Third-party cookies are set by someone other than the owner of the website you’re visiting. Some of our pages may also contain content from other sites like YouTube, which may set their own cookies. If you share a link to a page on one of our sites, the platform you share it on (for example, Facebook) may set a cookie on your browser. We have no control over third-party cookies – you can turn them off, but not through us.

Do not track (DNT) is a feature offered by some browsers which, if enabled, sends a signal to websites requesting that your browsing isn’t tracked. Currently there is no industry-wide standard that has been agreed or universally adopted to determine how such signals are handled and for that reason we do not respond to DNT requests. We will review how this feature, and other technologies similar, evolve and then take steps to incorporate as and when appropriate.

Remember that editing your cookie preferences will not remove any existing cookies from your browser. It’ll only affect the way cookies are used in future.

1. Essential & Performance

Some cookies are essential for the basic functionality of our websites. They let you do things like log in, move from page to page, and use our interactive tools. You can’t choose to turn off these cookies. Without them, our website won’t work properly and we won’t be able to fix any errors.

We also use cookies to run essential analytics and testing tools. These tools measure and improve how our website performs and makes sure that it meets your needs, and that we are always providing the best experience possible for our members, or for people accessing our website for free advice.

List of cookies

 
Tool Cookie name(s) What it does
Cloudinary

__ar_v4

__lotl

Image storage and optimisation tool used on our Signup website. 

Brightcove

_bc_uuid

_cb

_chartbeat2

_v__chartbeat3

_vwo_uuid_v2

ei_client_id

Supports video functionalities on our website.
Which? site

_xxxx_session

earcusession

ASP.NET_SessionId

JSESSIONID

PHPSESSID

sessionCookie

NSC_WJQ-{xxxx}

__cfduid

CFIDCFTOKEN

Website session cookies required for the functionality of all Which? websites.

A session cookie contains information that is stored in a temporary memory

location and then subsequently deleted after the session is completed

or the web browser is closed.

Which? site _compare_products

A cookie to remember products a user has selected to use in our product

comparison tables so that they can compare product features

Drip _drip_client_2437764

A plugin tool that allows us to optimise the loading and sizes of our images.

Which? site - Switch

affCookieID

affExpiration

affiliateID

ENERGYSESSION

A cookie used to ensure that Which? receives the correct affiliation with

any traffic generated from Which? Switch

Amazon Web Services (AWS) AWSELB

Used to distribute traffic on our sites on several servers in order to optimise

response times

Which? site - Wills BASKETCOUNT

Used by the Wills website to support their online ecommerce journey

Blaize blaize_session

A session cookie to support our Login system so customers can view logged in

content across our websites

BuddyPress bp-activity-oldestpage

A plugin cookie used to remember what page of activity the "load more" is on

when viewing paginated content

Click4Assistance

C4ATBCookiexxxx_Cook_DTS

C4ATBCookiexxxxx_Cook_ExtSets

C4ATBCookiexxxx_Cook_ServerGUID

C4ATBCookiexxxx_Cook_VisitorID

C4ATBCookiexxxx_Cook_Visits

C4ATBCookiexxxxTestP

C4ATBWid

Cookies used to enable live chat feature, and request a callback functionality

Which? site consents

Used to track our user interaction with our privacy banner and their cookie

settings for our website

Which? site cr_{uniqueID}

Used by our Signup website to support the update payment functionality

Which? site - Trusted Traders has_js

A cookie used on the Trusted Trader website to track user has JavaScript enabled

Which? site identity.cdn.logged_in A cookie used to serve our members non-cached content on our website
YouTube

LOGIN_INFO

PREF

VISITOR_INFO1_LIVE

YSC

We embed videos from our official YouTube channel into some of our websites.

This may set cookies on your computer to remember playback features

when interacting with our YouTube videos.

Which? site - Later Life Care relative_in_care

This is an essential cookie used on our Later Life Care website to support the

advice tool functionality

SLI

sli_uuid

SLI1

SLI2

SLIBeacon

Cookies used by our search provider SLI to give users relevant results when

searching the Which website. It is used to track search activity for attribution.

Which? site source_code

This is a cookie we use to serve customer the right version of our Signup

website so that you are signing up to the right product and subscription. 

Which? site wakeme

This is an essential cookie used by our Login system to support a single sign on

capability so that you can log in or out across our multiple websites

Wordpress

wordpress_google_apps_login

wordpress_logged_in_{uniqueID}

wordpress_sec_{uniqueID}

wordpress_test_cookie

This is a cookie that may appear on our websites built on the Wordpress

platform. Wordpress is a website building and publishing platform

Which? site - Legal Service yourAuthCookie

Cookie used by our Legal Service website to enable log in functionalities

Which? site - Wills BrowserWarningDisplayed

This is a cookie used on the Wills website to track if the site has been loaded on an

unsupported browser, and to show a warning banner if so

Which? site - Trusted Traders search_history

Cookie used on the Trusted Trader website to track search history to give users a

customised journey when using the website

Which? site - Wills

{customerid}.filters

{selectortype}_selector

This is a cookie used on the Wills website that stores the filters and sort

settings of the My documents page and to store the state of the Will and Power

Of Attorney selector tools to reload state if the customer revisits the website

AddThis

__atuvc

__atuvs

cw_id

loc

mus

na_id

na_tc

uvc

These are cookies that are created and read by the AddThis social sharing site.

Addthis allows the user to share a webpage with many social sites.

Twitter

ads_prefs

auth_token

ct0

external_referer

kdt

lang

personalization_id

remember_checked_on

twid

_twitter_sess

muc

guest_id

eu_cn

csrf_same_site_set

dnt

tfw_exp

rweb_optin

Twitter cookies allow you to tweet about the website content and share our

content on Twitter. They are also used by Twitter to collect information about users

browsing behaviour for marketing purposes including digital display and social

media advertising. 

Google Analytics

__qca

_ga

1P_JAR

_mutm

OTZ

_gat_UA-{uniqueID}

_gid

_gat

_gat_Embed

AMP_TOKEN

Google Analytics 360 is our main tool for site performance and analytics. It uses

cookies to collect anonymous information about how people move around our

website and how easily they can find what they’re looking for. This helps us know

what we can improve.

 

To find out more, see Google's privacy notice. Although you can’t opt out of these

cookies, you can block them by downloading and installing

the Google Analytics Opt-out Browser Add-on.

Google Tag Manager _dc_gtm_UA-{uniqueID}

This is a cookie used by Google Tag Manager to control the loading of a Google

Analytics script tag. It is used by Google tools such as Google Ad Network and

gathers information on the demographics of our website’s visitors.

You can find out more here

Google Optimize _gaexp

Google Optimize 360 helps us run tests on new features and journeys, so we can

continue improving what we offer you. It uses cookies to make sure you have a

consistent experience while we run these tests.

Which? site

landingContentVertical

lastAdTechImpr

lastPageName

RefTrack

RefTrackGroup

These are cookies used to track the last referring page ie. the last page user was on.

This is used to track conversion behaviour as well as browsing behaviour across

our websites

Which? site

identity.analytics_flag.logged_in

Wm

These are cookies we use for reporting purposes that an active log in was triggered

by a user. 

ResponseTap

adiErr

adiLP

adiS

adiV

adiVi

_ga

ResponseTap helps us connect you to the right person when you call us from our

website. It uses cookies to give you a unique contact number, and to keep that number

consistent during your visit.

 

2. User experience & Insight cookies

These cookies help us get feedback so we can improve what we offer. They’re needed to run reporting tools that gather information about how people are using our website. You can choose to turn these cookies on or off at any time.

List of cookies

 
Tool Cookie name(s) What it does
ContentSquare

_cs_id

_cs_s

_cs_vars

_cs_ex

_cs_c

_cs_optout

ContentSquare records visits on our website, to help us understand how

people move around and where we can make the journey smoother.

It doesn’t collect any personal or financial information. 

Keywee sp

Keywee is a natural-language processing tool we use to scan our content

and understand what it is about. They target audiences that have been

shown to act on similar content and provides insight into how our content

is performing with our targeted audiences, across platforms.

Qualaroo

(formerly Kissinsights)

ki_r

ki_s

ki_u

ki_t

Qualaroo runs pop-up surveys on our website, so people can give us

feedback on what they like and don’t like about our site, and about

our products and services. It doesn’t collect any personal or

financial information.

Loop11

__utma

__utmb

__utmc

__utmt

__utmz

__utmze

Loop11 is a testing tool that shows us where we can improve the

experience of using our website. It doesn’t collect any personal or

financial information.

 

3. Advertising & Targeting cookies

We never show adverts from third parties on our website. However, we do advertise our own products and services, and you may see our adverts around the internet too.

We use cookies to measure how well our adverts do and to make sure they’re useful to you – based on what kind of content you read the most.

Some cookies tell us where you saw a particular advert and help us limit the number of times you see it.

We also use cookies to make the content in our emails and newsletters more relevant to you.

List of cookies

 
Tool Cookie name(s) What it does
Google AdWords

_gac_UA-xxxx

_gcl_aw

_gcl_dc

Conversion

This cookie stores campaign information in order to provide Google AdWords with a

more reliable way to measure the interactions customers have with our websites. 

Xanda

mc

d

These third party cookies are set by Xanda’s website to track anonymous information

on how visitors use our site

Google Ads __gads

This is a cookie set by Google to measure behaviour around our ads.

These cookies can't be read by Google and are used only by Which?. 

They serve purposes such as measuring interactions with the ads on that domain and

preventing the same ads from being shown to you too many times.

Facebook

act

c_user

datr

fr

pl

presence

sb

wd

xs

_fbp

These cookies are set by Facebook. We use this service to show you have viewed

our website so that Facebook can also use this information to serve our ads

on their platform. Any data collected will be used in accordance with our own privacy

policy and the social network's privacy policy.

AdForm

adtrc

C

cid

CM

CM14

CTxxxxxx

TPC

uid

These are cookies used by AdForm. Adform is an advertising technology used to

gather statistics about visitors and collect information used to decide which ads

to display, such as showing similar products to those a visitor has looked at before. 

Google

AID

ANID

APISID

CONSENT

HSID

NID

OGPC

PLAY_ACTIVE_ACCOUNT

PLAY_PREFS

SAPISID

SID

SIDCC

SSID

DV

IDE

test_cookie

userid

These are Google cookies used to serve advertising ads across the web.

Google also uses cookies to help customize ads on Google properties, like Google Search.

They use such cookies to remember your most recent searches, your previous interactions

with an advertiser’s ads or search results, and your visits to an advertiser’s website. 

Apple

as_cn

as_disa

as_rec

as_sfa

dssf

dssid2

pxro

xp_ab

xp_abc

xp_ci

These are cookies used by the Apple App store. We feature links on our website to

encourage our users to download our apps from the Apple App store.

They are also used by Apple to collect information about users browsing behaviour

for marketing purposes

Bing

MUID

MUIDB

MR

NAP

ANON

_EDGE_V

SRCHD

SRCHUID

SRCHUSR

_uetsid

These cookies, managed by Microsoft (Bing), collect anonymous information about how

visitors from Bing Ads use our site. We use this information to make sure our

advertisements are appearing for relevant search terms.

RU4.com

TMP_X1ID

X1ID

This is a cookie used on some of our websites, which registers a unique ID that identifies

the user's device during return visits across websites that use the same ad network.

The ID is used to allow targeted ads

Amazon Advertising

ad-id

ad-privacy

Used to register user actions and target content on our website based on ad clicks that

have come from a different website.

Pinterest

_pinterest_ct_rt

_pinterest_cm

_gid

_ga

Pinterest reads the cookie and uses the info to personalise your experience when you

use the Pinterest website.

If you aren’t logged in or haven’t signed up yet, Pinterest can also use cookies to customise

your sign up experience