This Cookie Policy explains how The Fertility Partnership Ltd (“TFP”, “we” or “us”) uses cookies and similar tracking technologies on our UK website (tfp-fertility.com/en-gb). We outline what cookies are, why we use them, and how you can manage your preferences. This policy is designed to meet UK legal requirements under the UK Privacy and Electronic Communications Regulations (PECR) and UK GDPR, as well as align with European guidance from regulators ico.org.uk. In particular, no non-essential cookies or trackers will be set unless you actively opt in****. You will always have a clear choice to “Accept” or “Reject” optional cookies without any detriment. We do not use any deceptive designs or pre-ticked boxes on our cookie banner.
For details on how personal data collected via cookies may be used, including your rights, please read our Privacy Policy.
Legal Bases for Cookies:
Strictly Necessary Cookies: These are deployed under the legal exemption for services you request (no consent required under PECR ico.org.uk). Any personal data from necessary cookies is processed on the basis of our legitimate interests (e.g. ensuring security or functionality) or to perform a service you requested.
All Other Cookies (Analytics, Functionality, Targeting): These are only used with your consent. We will ask for your prior consent before activating these cookies. You are free to decline, and we will not treat that negatively or block access. We do not rely on “legitimate interests” as a legal basis for any non-essential cookie that tracks personal data for analytics or advertising – consent is required for those. You can withdraw consent at any time as easily as you gave it.
What Are Cookies and Tracking Technologies?
Cookies are small text files placed on your device when you visit a website, which allow the site to recognise your device and store certain information about your preferences or past actions ico.org.uk. We also use similar technologies like tracking pixels, local storage, and scripts (“cookies” hereafter refers to all these technologies) to collect or store data on your device ico.org.uk. Some cookies come directly from our website (first-party cookies), and others are set by external services (third-party cookies) when you use our site. In general, cookies serve to make our site function properly, to remember your preferences, to analyse how our site is used, and to support our advertising/marketing efforts.
We categorise the cookies and trackers on our site into the following types, in line with regulatory definitions:
Strictly Necessary Cookies: These cookies are essential for the website to function and for security. They enable core functionality such as load balancing, network security, or remembering cookie consent choices. These cookies do not require consent ico.org.uk. Without them, services you have asked for (like navigating the site or using a feature) cannot be provided.
Performance/Analytics Cookies: These cookies collect information about how visitors use our site (e.g. which pages are popular, how you move around the site). We use this data to improve website performance, user experience and to measure the effectiveness of content. All analytics cookies on our site are optional and only set with your consent.
Functionality Cookies: These cookies remember your preferences and choices to provide enhanced, more personalized features. For example, they may remember your language or region or enable A/B testing features on our site. They may be set by us or by third-party tools we integrate. Functional cookies are optional and will be deployed only if you consent (unless strictly necessary for a service you select, such as remembering items in a form you are completing).
Targeting/Advertising Cookies: These cookies track your browsing habits to tailor advertising to your interests, both on our site and across others. They may record that you visited our site, and we (or third parties) may use that information to show you relevant ads on other platforms. They also help measure the effectiveness of our advertising campaigns (e.g. which ad led you to contact us). These cookies are only set with your consent.
Below we provide a detailed list of each cookie and tracking technology currently in use on our UK site, along with its type, purpose, duration, whether it is first or third party, and the applicable legal basis:
Cookie Name | Provider / Party | Type | Purpose | Duration | Legal Basis |
---|---|---|---|---|---|
OptanonConsent OptanonAlertBoxClosed | OneTrust (First-party) | Strictly Necessary | These cookies are set by our cookie consent manager (OneTrust) to store your preferences. OptanonConsent stores which cookie categories you consented to or declined, so that non-consented cookies are blocked. OptanonAlertBoxClosed is set once you close the cookie banner, to remember not to show it again unnecessarily. No personal info is contained. | 1 year each | Exempt (Consent not required; used to comply with law) |
XSRF-TOKEN | Website (First-party) | Strictly Necessary | A security cookie used to prevent cross-site request forgery attacks. It ensures that form submissions or actions on the site are from the legitimate user. Essential for protecting the integrity of interactions (contains a random token, no personal data). | Session | Exempt (Security – legitimate interest) |
ARRAffinity ARRAffinitySameSite | Microsoft Azure (Third-party: *.meditice.cloud) | Strictly Necessary | These cookies are used by our embedded appointment/ultrasound booking system (hosted on a third-party platform) for load balancing. They ensure your requests go to the same server during your session for consistency. They do not contain personal info. | Session | Exempt (Necessary for the service you select) |
__cf_bm _cfuvid | Cloudflare (First-party) | Strictly Necessary | Cloudflare security cookies used to distinguish bots from humans and implement rate limiting. __cf_bm helps filter automated traffic (expires after ~30 minutes of inactivity). _cfuvid assigns a unique ID to a client to apply web security rules. These cookies protect our site from malicious traffic. | 30 minutes (for __cf_bm); Session* (for _cfuvid) | Exempt (Security – legitimate interest) |
PHPSESSID | Call360/Esale (First-party) | Performance | A session identifier used by our call tracking analytics system (Call360) on the site. It keeps track of the session state for assigning dynamic phone numbers or tracking form analytics. Not used for user-facing functionality, only for behind-the-scenes analytics. | Session | Consent (Analytics) |
esale_number_dynamic_xx | Call360/Esale (First-party) | Functional/Analytics | Assigns dynamic phone numbers and tracks call source attribution for analytics and conversion reporting | 1 month | Consent (Analytics) |
GUEST_SESSION marketplace_session | Website/Partner Service (First-party) | Functional | Session cookies used to maintain state for certain site features (e.g. remembering inputs or progress in a multi-step form, or an integrated “marketplace” tool on the site). For example, if you access a tool or form that spans multiple pages, these cookies ensure you remain recognised as the same guest user. They contain a random ID and no personal details. | Session | Exempt (Necessary for user-requested functionality) |
_ga | Google (First-party) | Performance (Analytics) | Google Analytics cookie used to distinguish unique users. A randomly generated client identifier is stored to calculate visitor statistics – e.g. number of visitors, sessions, and campaign effectiveness. This helps us improve our website by understanding user behaviour. | 2 years (default) | Consent (Analytics) |
_gid | Google (First-party) | Performance (Analytics) | Google Analytics cookie that stores a unique value for each page visited. It counts and tracks pageviews and user journeys for one day, helping us analyse daily website usage patterns. | 24 hours | Consent (Analytics) |
_ga_XXXXXXXXXX (format may vary) | Google (First-party) | Performance (Analytics) | A Google Analytics cookie for our specific site property (GA4 measurement ID). It persists session state and is used to group together sessions by the same user. Helps generate aggregate analytics reports on usage. | 2 years | Consent (Analytics) |
_gat_UA-XXXXXXXX (format may vary) | Google (First-party) | Performance (Analytics) | A Google Analytics cookie used to throttle request rates. It limits the collection of data on high-traffic sites to ensure efficiency (for instance, restricting the frequency of analytics events). Contains no user info. | 1 minute | Consent (Analytics) |
hjSession{ID} hjSessionUser{ID} | Hotjar (First-party) | Performance (Analytics) | Hotjar analytics cookies. _hjSessionUser_{ID} is set on a user’s first visit to assign them a unique Hotjar user ID, so that subsequent visits are attributed to the same user (helps track repeat usage). _hjSession_{ID} corresponds to a single browsing session; it lets Hotjar tie together multiple pageviews into one session recording. These cookies help us analyse user behaviour (e.g. clicks, scrolling) through anonymised session recordings and heatmaps. | _hjSessionUser: 1 year; _hjSession: Session (expires after 30 min of inactivity) | Consent (Analytics) |
_hjFirstSeen | Hotjar (First-party) | Performance (Analytics) | A Hotjar cookie that identifies a new user’s first session. It is used to flag that this is the first time Hotjar is seeing this user. This helps ensure session recordings distinguish new users from returning users. Contains no personally identifiable information. | Session | Consent (Analytics) |
_hjIncludedInPageviewSample _hjIncludedInSessionSample | Hotjar (First-party) | Performance (Analytics) | These Hotjar cookies determine whether a visitor is included in the sample that is used to generate funnels and analytics. We use sampling to limit Hotjar’s data collection to a manageable subset of visitors. These cookies simply help Hotjar know if it should collect data for a particular pageview or session. | 30 minutes (for pageview sample cookie); 2 minutes (for session sample cookie) | Consent (Analytics) |
_clck _clsk | Microsoft Clarity (First-party) | Performance (Analytics) | Microsoft Clarity cookies. _clck is a Clarity user ID cookie that persists a user’s ID across multiple visits – allowing us to replay sessions from the same user over time (it helps identify repeat visits). _clsk is a Clarity session cookie that connects multiple page views into a single session recording. Together, these cookies enable Clarity’s session replay and heatmap features, helping us understand user interactions. | _clck: 1 year; _clsk: 1 day (or session) | Consent (Analytics) |
ANONCHK SM | Microsoft Clarity (Third-party: *.c.clarity.ms) | Performance (Analytics) | Additional Microsoft Clarity cookies and related MS services. ANONCHK is used to throttle data transfer and help Clarity measure performance (it also indicates the Clarity script ran correctly). SM is a Microsoft cookie that registers a unique ID for the session to correlate Clarity data. These may also support Microsoft’s telemetry/analytics. Both are short-lived and contain no personal data. | Session | Consent (Analytics) |
MUID (Clarity) | Microsoft Clarity (Third-party: clarity.ms) | Performance (Analytics) | A Microsoft unique user ID cookie. When set on the Clarity domain, MUID identifies user visits across Clarity sessions and Microsoft domains. This helps aggregate Clarity analytics and can also link to other Microsoft services. (Note: A similar cookie name is used by Microsoft advertising – see targeting section – but kept separate by its domain.) | 1 year | Consent (Analytics) |
_vwo_uuid_v2 | Wingify VWO (First-party) | Functional | Visual Website Optimiser (VWO) cookie. This A/B testing tool cookie stores a unique ID for the visitor to ensure they see a consistent version of a test on each visit. It allows us to test different website designs/features and measure their performance by logging which variant a user saw and the subsequent actions. This helps improve our site through experimentation. | 1 year | Consent (Functional Analytics) |
_vis_opt_test_cookie _vis_opt_s vis_opt_exp* (various) | Wingify VWO (First-party) | Functional | These cookies are set by VWO to run and track multivariate or A/B tests. _vis_opt_test_cookie is a temporary cookie used to check if the browser supports cookies at all (it’s created and immediately removed). _vis_opt_s records the number of times a user has visited, for test sampling purposes. vis_opt_exp* cookies (names include experiment IDs) store information about the user’s variation assignment in specific experiments and goals (e.g., which version of a page the user is seeing, and whether a conversion goal was met). They ensure test consistency and measure results. | Varies – most expire after the test ends or a few months; _vis_opt_test_cookie is session | Consent (Functional Analytics) |
_vwo_sn _vwo_ds _vwo_consent | Wingify VWO (First-party) | Functional | Additional VWO cookies. _vwo_sn and _vwo_ds likely relate to session and diagnostics for VWO’s operations (storing session numbers or debug info). _vwo_consent is used by VWO to note if you consented to tracking – it helps VWO run only if consent is given (part of compliance). These cookies assist VWO in functioning smoothly without collecting data when you’ve opted out. | _vwo_consent: 1 year; others: up to 90 days | Consent (Functional Analytics) |
locale Abp.Localization.CultureName | Website (First-party) | Functional | These cookies store your language or locale preference on our site. For example, if you select a region or language (when such an option is available), the site may save it so that on your next visit, we show content in your preferred language. Abp. Localisation.CultureName is related to our site’s framework for handling multi-language content. These cookies enhance user experience by remembering preferences. | 1 year (for culture cookie); Session (for some locale settings) | Consent (Functional) or Exempt (if essential to user’s request) |
_gcl_au | Google (First-party) | Targeting (Advertising) | Google Ads conversion linker cookie. It stores and tracks clicks on ads across sites, helping us understand ad performance. For example, if you clicked a Google advertisement for TFP, this cookie helps link your visit to that ad click. It allows us to attribute form submissions or inquiries back to our Google Ads campaigns and optimise our advertising. | 3 months | Consent (Advertising) |
IDE | Google DoubleClick (Third-party: *.doubleclick.net) | Targeting (Advertising) | Main advertising cookie used by Google’s DoubleClick/Google Marketing Platform. It stores a unique user ID and keeps track of your interactions with ads across websites. This helps in displaying TFP ads to you on other sites and measuring which ads you’ve seen or clicked. For example, it prevents the same ad from repeatedly reappearing and measures conversion from ads. | 1 year | Consent (Advertising) |
NID | Google (Third-party: *.google.com) | Targeting (Advertising) | A Google cookie that stores user preferences and other information for Google services. On our site, it may be set in the context of Google Maps or YouTube integrations. It can also help personalise ads in Google search or other Google products for a user. Contains, for instance, your preferred language or other customisation info. | 6 months | Consent (Advertising) |
test_cookie | Google DoubleClick (Third-party) | Targeting (Advertising) | A cookie used by DoubleClick to test if the browser’s cookie functionality is enabled. It is set when you load a page with DoubleClick ads to verify if cookies can be set. It does not contain user data and is used purely for checking cookie support. If set, it has a short lifespan. | 15 minutes | Consent (Advertising) |
YSC | YouTube (Third-party: *.youtube.com) | Targeting (Advertising) | LinkedIn Insight tag cookies. We use LinkedIn’s analytics and advertising integration to track conversions from LinkedIn ads and to enable retargeting on LinkedIn. li_gc stores the user’s consent state for LinkedIn cookies on our site (to honour your choice). bcookie is a browser identifier cookie to uniquely identify devices accessing LinkedIn – it’s used for both security and analytics. lidc is a cookie for LinkedIn routing; it ensures user requests are forwarded to the correct LinkedIn data centre. Together, these cookies help LinkedIn provide us with aggregated ad campaign reports and allow us to later show you TFP content on LinkedIn relevant to your visit. | Session | Consent (Advertising) |
VISITOR_INFO1_LIVE | YouTube (Third-party) | Targeting (Advertising) | YouTube session cookie used when a YouTube video is embedded on our site. It registers a unique ID to keep statistics of what videos from YouTube the user has seen【24†】. It helps YouTube track video views and user interactions with the embedded player. This cookie is essential for the video player to function, but also contributes to YouTube’s profile of your interests for advertising. | 6 months | Consent (Advertising) |
VISITOR_PRIVACY_METADATA | YouTube (Third-party) | Functional/Targeting | This cookie is used by YouTube to store privacy preferences of the user (for instance, if you have a stricter privacy setting on YouTube). It may affect what content or ads are shown in the embedded player. While it relates to user privacy settings on YouTube, we categorise it here as it appears with YouTube embeds on our site. | 6 months | Consent (Advertising) |
li_gc bcookie lidc | LinkedIn (Third-party: *.linkedin.com) | Targeting (Advertising) | LinkedIn Insight tag cookies. We use LinkedIn’s analytics and advertising integration to track conversions from LinkedIn ads and to enable retargeting on LinkedIn. li_gc stores the user’s consent state for LinkedIn cookies on our site (to honour your choice). bcookie is a browser identifier cookie to uniquely identify devices accessing LinkedIn – it’s used for both security and analytics. lidc is a cookie for LinkedIn routing; it ensures user requests are forwarded to the correct LinkedIn data centre. Together, these cookies help LinkedIn provide us with aggregated ad campaign reports and allow us to later show you TFP content on LinkedIn relevant to your visit. | li_gc: 6 months; bcookie: 2 years; lidc: 24 hours | Consent (Advertising) |
UserMatchHistory | LinkedIn (Third-party) | Targeting (Advertising) | A LinkedIn advertising cookie is used to track visitors so that more relevant ads can be presented based on the user’s interests. It stores an anonymised identifier to facilitate LinkedIn’s ad bidding and retargeting outside of LinkedIn as well. We leverage this to reach our website visitors with TFP content on LinkedIn’s platform. | 30 days | Consent (Advertising) |
_uetsid _uetvid | Microsoft Advertising (First-party) | Targeting (Advertising) | Microsoft Ads (Bing Ads) UET cookies. These are set by Microsoft’s Universal Event Tracking tag on our site. _uetsid is a session ID cookie and _uetvid is a persistent cookie that records a unique visitor ID. They enable us to track conversions from Bing Ads and to remarket to you on the Microsoft Advertising network. For example, if you came to our site via a Bing ad, these cookies help attribute any contact form submission to that campaign, and allow showing relevant TFP ads to you later on Bing or its partners. | _uetsid: 24 hours (session); _uetvid: 16 days (persistent) | Consent (Advertising) |
MUID (Bing) MR SRM_B | Microsoft Advertising (Third-party: *.bing.com and *.c.bing.com) | Targeting (Advertising) | Microsoft advertising cookies. MUID is a long-term identifier used by Microsoft Bing to remember your preferences and track your activity across websites that use Bing services. It helps in profiling for advertising (similar to Google’s IDE). MR and SRM_B are used by Microsoft to collect information for Bing Ads analytics and to store anonymised user data for ad performance measurement. These cookies together allow Microsoft to show you targeted TFP ads on Bing/Yahoo and measure ad clicks and conversions. | MUID: 1 year; MR: 7 days; SRM_B: 1 year | Consent (Advertising) |
_fbp | Meta (Facebook & Instagram) | Targeting | Tracks visits across websites to deliver personalised ads on Facebook/Instagram | 90 days | Consent (Advertising) |
For more information on how our third-party service providers process your personal data via cookies, you can visit their privacy policies directly:
International Data Transfers:
Some of the third parties setting cookies or processing data on our site are located outside the United Kingdom or European Economic Area (EEA). In particular, analytics and advertising providers such as Google (Analytics, Ads, YouTube), Microsoft (Clarity, Ads, LinkedIn), Meta (Facebook/Instagram Ads), LinkedIn (Insight Tag), Hotjar, Call360 (Call Tracking), and VWO (Visual Website Optimizer, Wingify Software Pvt. Ltd.) may process personal data in countries outside the UK/EEA — such as the United States or India.
For example:
Google, Meta, and Microsoft operate global infrastructure, including data centres in the United States.
Hotjar is headquartered in Malta but uses sub-processors in the U.S.
Call360 is UK-based but may route data via services outside the EEA.
VWO, provided by Wingify Software Pvt. Ltd. (India), processes visitor data in data centres located in the EEA by default. Only limited account-level metadata may be accessed outside the EEA, subject to contractual safeguards.
The UK/EU authorities consider that some of these countries may not offer the same level of data protection as within the UK or EEA. To safeguard your rights, we ensure that any such transfers are protected by appropriate legal mechanisms, including:
Standard Contractual Clauses (SCCs) approved by the UK Information Commissioner’s Office ico.org.uk or European Commission.
Binding Corporate Rules (where applicable)
Privacy-enhancing features, such as IP anonymisation, encryption, and access controls
You can find more information about international transfers and our safeguards in our Privacy Policy.
Consent and Managing Cookies:
When you first visit our site, you will see a cookie consent banner. Except for the strictly necessary cookies (which are always on), we will not set any cookies in the other categories unless and until you choose “Accept” for those categories or for all cookies. Our banner gives you the option to accept or reject non-essential cookies with equal ease (e.g., a “Reject All” button alongside “Accept All”). You can also click “Cookie settings” or “Manage preferences” on the banner to pick and choose which categories of cookies to allow, if any.
If at any time you change your mind about your cookie preferences, you can withdraw your consent as easily as you gave it. For example, you can re-open the cookie settings panel (by clicking the “Cookie Settings” link at the bottom of the page) and adjust the toggles, or simply hit “Reject All” to turn off all optional cookies. Our site will honour your updated choices immediately, and previously set optional cookies will be disabled (we utilise the OneTrust Consent Management Platform to automatically enforce this).
In addition to using our preference centre, you can manage and delete cookies through your browser settings at any time, tfp-fertility.com. Most web browsers allow you to see what cookies are set and to clear them either globally or for specific websites. You can typically find these controls under the “Privacy” or “Security” settings of your browser. For example, you can delete all cookies, block third-party cookies (which will block those set by domains different from the one you’re visiting), or receive a prompt each time a site tries to set a cookie. Please note that if you disable cookies via your browser (especially strictly necessary or functional ones), some parts of our site may not function properly – for instance, you might not be able to log in or use some interactive features.
No Pre-Consent Data Collection: In compliance with applicable law and regulatory guidance, we ensure that no personal data from analytics or marketing cookies is collected before you have given consent. All such scripts are blocked by default on our site’s first load. We also do not use any techniques to circumvent consent (such as fingerprinting or hidden identifiers) without your knowledge. We believe in offering a genuine choice: you can use our site without any analytics/advertising cookies if you decline them, with no impact on the core content or services.
Your Privacy Choices and Rights: For more information on how we handle any personal data collected via cookies (for example, how we might use analytics data, or how advertising profiles are handled), please refer to our [Privacy Policy]. That policy also explains your broader data protection rights – for instance, the right to access or delete personal data that we hold about you, or to object to certain processing. In contexts where cookies collect personal data, you have the right to withdraw consent at any time, as noted, and the right to lodge a complaint with the UK Information Commissioner’s Office (ICO) or other relevant supervisory authority if you believe your data is being misused.
We regularly review and update our cookie practices to ensure compliance with UK law and transparency for our users. Any changes to this Cookie Policy will be posted on our website. Where appropriate, we will notify you of significant updates by email or via the website.
Last updated on 01 July 2025.
If you have any questions or concerns about this Privacy Policy or how we process your personal data, please contact us using the details below:
United Kingdom - Contact Section (Data Protection Inquiries)
Data Protection Officer: Michelle Wild
Email: dpo@tfp-fertility.com
Phone: 0808 164 5341
Post: TFP Fertility Ltd, Institute of Reproductive Sciences, Oxford Business Park North, Alec Issigonis Way, Oxford, OX4 2HW, United Kingdom
European Union – GDPR Article 27 Representative
In accordance with Article 27 of the EU and UK GDPR, we have appointed an authorised representative within the European Union to act on our behalf regarding GDPR compliance for individuals located in the EU/EEA.
Netherlands - Contact Section (Data Protection Inquiries)
Data Protection Officer: Bianca Bloem
Email: fg_mckinderwens@tfp-fertility.com
Phone: +31 71 581 23 00
Post: TFP Fertility Netherlands B.V., Simon Smitweg 16, 2353 GA Leiderdorp, The Netherlands
Poland - Contact Section (Data Protection Inquiries)
Data Protection Officer: Anna Janicka
Email: vitrolive@tfp-fertility.com
Phone: +48 91 48 64 345
Post: TFP Fertility Vitrolive, Polish Army Avenue 103, 70-483 Stettin
Email: motherhood@tfp-fertility.com
Phone: +48 124 158 800
Post: TFP Fertility Motherhood, Białoprądnicka 7a, 31-221 Krakow
Speak to our patient support team for advice about your options and to book your first consultation with a fertility expert.