Cookie Policy
Like most websites, fjallravenkanken.co.uk uses cookies. They are a standard part of how the modern web works — and understanding them takes less than five minutes. This page tells you what cookies we set, why we use them, and exactly how you can control them. We follow the UK GDPR and the Privacy and Electronic Communications Regulations (PECR).
What Are Cookies?
Cookies are small text files placed on your device — your phone, laptop, or tablet — when you visit a website. They are not programmes. They cannot run code or carry viruses. A cookie is just a file that lets a website recognise you, remember your choices, or record basic information about your visit.
Two broad categories exist: session cookies, which delete themselves when you close your browser, and persistent cookies, which stay on your device for a set period — anywhere from a few days to a couple of years. Both types are used on this site, and the table below breaks down exactly what we set.
Types of Cookies We Use
Not all cookies do the same thing. Some are essential — the site simply would not work without them. Others help us understand how visitors use the site, or allow us to show relevant content. Here is a breakdown of what we use and why.
| Type | Purpose | Retention |
|---|---|---|
| Strictly necessary | Core site functions: shopping cart, login session, security tokens | Session |
| Analytical | Traffic and usage data via Google Analytics (anonymised IP) | Up to 26 months |
| Functional | Remembering your language and currency preferences | Up to 12 months |
| Marketing | Personalised ads and retargeting based on browsing behaviour | Up to 90 days |
Strictly necessary cookies do not require your consent under PECR — they are required for the service to function. For all other categories, we ask for your permission via our cookie banner when you first visit the site.
How and Why We Use Cookies
The honest answer: mostly to make things work properly, and to understand what is and is not working on the site.
Site Functionality
Without strictly necessary cookies, your basket would empty every time you clicked a new page. Your login would not persist. These are not optional — they are the basic mechanics of a working e-commerce site. We keep them lean: no extra data, no tracking, nothing that goes beyond what the transaction requires.
Analytics
We use Google Analytics to track aggregated data: which pages get the most visits, how long people spend browsing, and where they tend to drop off. IP addresses are anonymised before any data reaches Google's servers. We use this information to improve navigation and product pages on fjallravenkanken.co.uk — that is it. No individual profiling, no selling data on.
Marketing Cookies
If you consent to marketing cookies, you may see ads for our products on other platforms — Google, Meta, or similar. These cookies record that you visited our site and, say, viewed a particular backpack. The ads you then see elsewhere are based on that. You can withdraw this consent at any time; doing so will not affect your ability to shop with us.
Your Rights and Cookie Settings
You are in control. Under UK GDPR and PECR, you have the right to refuse non-essential cookies entirely — and to change your mind later. Want to opt out of analytics but keep functional cookies? That is perfectly fine.
There are a few ways to manage your preferences:
- Use our cookie consent banner (it appears on your first visit) to accept or decline each category
- Revisit your settings at any time via the cookie settings link in the footer
- Adjust your browser settings directly to block or delete cookies at the device level
- Opt out of Google Analytics tracking across all sites at tools.google.com/dlpage/gaoptout
Browser-level controls vary slightly depending on what you use. Instructions for the main browsers are available here: Chrome (support.google.com/chrome), Firefox (support.mozilla.org), Safari (support.apple.com), and Edge (support.microsoft.com). Blocking all cookies will affect how the site works — your basket and login will not function correctly if strictly necessary cookies are disabled.
Worth knowing: withdrawing consent does not wipe data already collected before you opted out. For requests relating to previously collected personal data, see our Privacy Policy.