Cookies, privacy and marketing permissions

Learn how cookies work and how to take control of your privacy choices.

Jump to chapter

Introduction 1. Cookies and how they work 2. Your privacy choices 3. Marketing permissions 4. It’s your choice

Introduction to 'Cookies, privacy and marketing permissions'

You’re visiting a new website. A banner pops up, asking you to accept their cookies. What do you do?

 

Research (PDF, 123Kb)  shows that:

Almost half

UK adults accept the cookies quickly, just to get rid of the message.

1 in 4

Sometimes read cookie notices but find them confusing.

Over 40%

Think they have little or no control over cookies and online tracking.

In this lesson, you'll learn what cookies do, how they affect your privacy, and how to make smart choices about the information you share online.

What you'll learn

  • What cookies are and how websites use them.
  • The difference between necessary and optional cookies. 
  • Privacy choices you have and what they mean for your data. 
  • How to choose the marketing communications you want. 

How long it takes

6 minutes

Chapter 1 - Cookies and how they work

Cookies and how they work

Chapter 1

How long it takes

1 minute

What are cookies?

We’re not talking about the chocolate chip ones here. These cookies are small files stored on a user's device when they visit a website.

They help websites remember information such as:

Login preferences

Language settings

Items in a shopping basket

Website usage information

Why are they there?

Cookies help websites remember your preferences and improve your experience, but they can also be used to collect information about how you use online services.

Every time you visit a website, these tiny pieces of information are working behind the scenes to remember your preferences, personalise your experience, and sometimes even influence the ads you see.

Different types of cookies

Just like the ones you can eat, there are different 'flavours' of online cookies too. Each one uses your information to do different things.

Necessary cookies

These are needed for the website to function. For example, remembering the items in your shopping basket, while you continue to browse.

Analytics cookies

These help the website owners understand how people use the site. For example, tracking the most popular pages, and how long people spend there.

Marketing cookies

Companies use these to personalise advertising and marketing activity. For example, when you see an online ad for shoes after browsing a footwear website.

Which ones should you accept?

This can be a personal choice. But if you choose not to accept the necessary cookies, you may not be able to use that website. 

Remember

Not all cookies collect sensitive information, but some do.

Many are used for basic website functions and preferences. At the same time, it’s a good idea to think before you ‘accept all’. That way, you’ll feel more in control of what data you’re sharing.

Introduction - Cookies, privacy and marketing permissions
Chapter 2 - Your privacy choices

Your privacy choices

Chapter 2

How long it takes

3 minutes

What is personal data?

Your personal data is any information that can identify you, directly or indirectly. 

 

That’s things like: 

  • Name 
  • Email address 
  • Phone number 
  • Customer ID, account number or username

More than 2 in 5 UK adults say they’ve shared more personal information than they’d like at least once a week in the past month.

1 in 5 say they’ve done this at least once a day during that time.

  Information Commissioner's Office (PDF, 123Kb)

How do companies collect personal data?

Cookies are one of the ways that companies collect data. There are many more.

 

Which of these have you done recently?

  • Signed up for a newsletter
  • Created an online account
  • Bought something online
  • Completed a survey
  • Entered prize draws or competitions
  • Downloaded an app
  • Contacted customer support
  • Enabled notifications from a website or app
  • Used loyalty cards or reward programmes
  • Chosen to ‘sign in with…’ a social media site like Facebook or Google

 

  • Signed up for a newsletter
  • Created an online account
  • Enabled notifications from a website or app
  • Bought something online
  • Completed a survey
  • Entered prize draws or competitions
  • Downloaded an app
  • Contacted customer support
  • Used loyalty cards or reward programmes
  • Chosen to ‘sign in with…’ a social media site like Facebook or Google

 

Some of these may seem more obvious than others. But they all have one thing in common – they’re asking for your details. 

What companies do with your data

Typically, companies use these details to get or stay in touch with you. Knowing more about you can help them give a more personalised service, too.

For instance, if you buy something online, you may be asked for your email address. They’ll send you a message to confirm your order, and again to let you know the item’s on it’s way.

When you download a weather app, it may ask for access to your location. It then uses this to show you the weather, wherever you are.

    What are your privacy choices?

    These choices are all about your data and how it's used. They help you decide how much information you share online. You’ll see them when you're accepting cookies, signing up for a newsletter or downloading an app.

    Remember

    Understanding your privacy choices makes it easier to decide what you're happy to share and helps you feel more confident online.

    What do they look like?

    Privacy choices often appear as simple questions or settings. Exactly what they look like depends on where you see them.

    Here are some examples

     

    • A cookie banner on a website may ask if you want to ‘accept all cookies’ or ‘manage preferences’. When you choose ‘manage preferences’, you get to see the different types of cookies, what they’re for and an option to accept or reject each one. There may also be a ‘reject all’ option. The wording might be different, but the idea is the same: you can choose to accept all the cookies, none of them, or pick the ones you want.

    • The company sending you their newsletter might ask you if you'd like to receive marketing emails, special offers or updates. You can sign up to one or more types of communication from them, depending on what you’re interested in. If you end up with too many emails from them, you can always ‘unsubscribe’.

      Idea

      The 'unsubscribe' option is usually shown as a link near the bottom of the email. 

      You may also see a message at the top of the email, from your email provider. This tells you that the email is from a mailing list. It usually has an ‘unsubscribe’ button.

    • Some apps ask for your permission to access your contacts, location or to send you notifications. You can set these permissions when you download the app. You can also change them in the settings for that app, at any time.

    How to use them

    It doesn’t take long to have a quick look at your privacy choices. Plus, it can help you feel more in control of your data. Read through the options and think about what you need or want from that company.

     

    There may be a separate privacy policy that you can read, too. This gives you more information about:

    What information they collect

    Why they collect it

    Who will use it

    How long they'll keep it

    Remember

    You can always change your settings later, so don't worry if you change your mind.

    Chapter 1 - Cookies and how they work
    Chapter 3 - Marketing permissions

    Marketing permissions

    Chapter 3

    How long it takes

    1 minute

    What are marketing permissions?

    Marketing permissions are part of your privacy choices. They’re the way you choose how companies can contact you.

    You’ll see them when you sign up for a service, buy something online or enter a competition. The company will ask for permission to send you marketing messages.

    These could include:

    Special offers and discounts

    New product updates

    Newsletters

    Event invitations

    Personalised recommendations

    You’re in control

    Marketing permissions are not about what a company wants. They're about what you're comfortable receiving. 

    If you say yes

    You might receive emails about upcoming sales, exclusive offers, or products that match your interests.

    If you say no

    You won't receive marketing messages, but you can still receive important communications such as account updates, order confirmations or security alerts.

    You can often choose how you want the company to contact you.

     

    For example, you may choose to receive:

    Emails

    Text messages

    Phone calls

    Mobile app notifications

    Direct messages from social media

    Letters, leaflets and brochures through the post

    Idea

    You can pick the option/s you want. So you might choose to receive information by post or email but not by phone or text. It’s your choice.

    You can change your mind

    Giving permission isn't permanent. You can change your choices at any time.

     

    If you decide you don't want these messages, you can usually:

    Click 'unsubscribe' in an email

    Update your communication preferences online

    Contact the company  directly

    And if you decide you do want to receive these messages later on, you can do this in the same way, too.

    Remember

    You get to decide when, how and if a company can send you this information.

    Chapter 2 - Your privacy choices
    Chapter 4 - It’s your choice

    It’s your choice

    Chapter 4

    How long it takes

    1 minute

    Choices and checks

    The best privacy choice is the one that works for you. We’ve talked about how you can decide which cookies you want to run on that website, the data you give to companies and how you want them to contact you.

    So, the next time you see a cookie message or a request for your details, pause before you click ‘Accept’. 

    Then ask yourself:

    • Do I understand what I'm agreeing to?
    • Can I customise my cookie preferences?
    • Am I happy to receive marketing messages?
    • Do I know how to change my mind later?
    • Is this website one I trust?

     

    Taking a few seconds to check your privacy choices can help you stay informed and confident online.

    Chapter 3 - Marketing permissions

    Want to learn more?

    There are many more lessons to help you build your digital confidence.

    Go to Build your digital confidence

    Back to Topic

    Scottish Widows Be Money Well is committed to providing information in a way that is accessible and useful for our users. This information, however, is not in any way intended to amount to authority or advice on which reliance should be placed. You should seek professional advice as appropriate and required. Any sites, products or services named in this module are just examples of what's available. Scottish Widows does not endorse the services they provide. The information in this module was last updated on 20th July 2026.

    Back to top Click to jump to top of page

    Related lessons

    Mobile phone or tablet

    4 chapters

    Set up your mobile phone or tablet and learn to adapt the settings to your needs.

    Go to lesson

    Laptop or desktop

    4 chapters

    Set up your laptop or desktop and learn to adapt the settings to your needs.

    Go to lesson

    Connect to the internet

    4 chapters

    Set up the internet and safely get online for the first time.

    Go to lesson

    Get started with online safety

    3 chapters

    Learn the benefits and basics of staying safe online, so you can protect yourself and the people you love.

    Go to lesson

    Ten tips for staying safe

    1 chapter

    Learn top tips for staying safe online and the main things to look out for.

    Go to lesson

    Stay safe on social media

    2 chapters

    Know how to get the benefits of social media while staying safe.

    Go to lesson

    Search for information online

    4 chapters

    Learn to search online and find what you need.

    Go to lesson

    Look after your personal details

    1 chapter

    Learn how and why you should keep your details safe.

    Go to lesson

    Use documents

    4 chapters

    Learn how to use and access documents on your device.

    Go to lesson

    What online services can do for you

    3 chapters

    Unlock the benefits of doing your day to day tasks online.

    Go to lesson

    Shop online

    5 chapters

    Know how to shop online safely.

    Go to lesson

    Access healthcare online

    1 chapter

    Learn how getting online can help you look after your health and access the things you need.

    Go to lesson

    Manage bills online

    2 chapters

    Know the benefits of managing your regular costs and paying bills online.

    Go to lesson

    Access universal credit

    5 chapters

    Learn if you can apply for benefits and how to start.

    Go to lesson

    Bank online

    4 chapters

    Get started with online banking.

    Go to lesson

    Budget tools

    4 chapters

    Use tools and online support to make budgeting easier.

    Go to lesson

    Make payments online

    2 chapters

    Discover different ways to pay and receive money online.

    Go to lesson

    Use email

    4 chapters

    Learn to use email to stay in touch.

    Go to lesson

    Use messaging

    4 chapters

    Learn to message people on a device using various tools.

    Go to lesson

    Use social media

    4 chapters

    Use social media to stay in touch.

    Go to lesson

    Video calling

    5 chapters

    Learn to make video calls using various tools.

    Go to lesson