This cookies notice applies to the way we, The Cloud, use your personal information. The Cloud is a Sky UK Limited Group company.

Any member of the Sky UK Limited group may use cookies as described in this notice.

When you create or log in to an account you agree to our privacy and cookies notice. Otherwise, by continuing to use our wireless internet access, website and other services (the “Services”) you agree to the use of cookies as described in this notice.

You should be aware that when you use our websites, mobile sites, or mobile apps, we may collect information by using 'cookies' or other similar technologies.

If you'd like to learn how to manage these cookies and choose what information can be collected, please see our Cookies explained page. Please note that you will not be able to use the full range of our Services if you do not agree to our privacy and cookies notice.

What are cookies, pixels, and similar pieces of information and how do they work?

Cookies are one or more small pieces of information stored as text on your computer or device when you access online information. The cookie is usually stored in your browser. Your browser sends these cookies back to the online page every time you visit the page again, or it sends the cookies to another webpage that recognises the cookie, so each page can recognise you and can then tailor what you see on the screen.

Pixels are small blocks of code that do things like allow another server to measure how many times a webpage is viewed, how long it takes to load; pixels are often used in connection with cookies.

Local storage allows an application or webpage to store data on a person’s computer or other device.

A webpage or application can access that stored information and later, read that stored information to provide you with relevant information.

What do you use cookies and similar pieces of information for?

Cookies, pixels and similar pieces of information are an important part of the internet. They make using webpages much smoother and affect lots of the useful features of websites. There are many different uses for these pieces of information, but the ones we use fall into four main groups.

Cookies and similar pieces of information that are needed to provide the service you have asked for

These are essential so you can move around the website and use its features. Without these, services you've asked for can't be provided. Here are some examples of the purposes of these essential cookies and similar pieces of information

  • Positioning information on a smartphone screen, tablet or other screen so that you can see the webpage and use its functionality.
  • Telling us when you are logged into our service.
  • Keeping you logged in during your visit or enabling you to stream content; without these pieces of information you might have to log in on every page you go to or repeatedly adjust your volume and viewing settings.
  • When you add something to the online shopping basket, these pieces of information make sure it's still there when you get to the checkout.
  • Some are session cookies which make it possible to navigate through the webpages smoothly.

Improving your browsing experience

These pieces of information, often cookies known as ‘functionality’ cookies, allow the application or webpage to remember choices you make, such as your language or region and they provide improved features.

Here are a few examples of just some of the ways that these cookies and similar pieces of information are used to improve your experience on our applications and webpages.

  • Remembering your preferences and settings, including marketing preferences, such as choosing whether you wish to receive marketing information.
  • Remembering if you've filled in a survey, so you're not asked to do it again.
  • Remembering if you've been to the application or webpage before.
  • Restricting the number of times you're shown a particular advert. This is sometimes called 'frequency capping'.
  • Showing you information that's relevant to products or services that you receive.
  • Giving you access to content provided by social-media sites like Facebook or Twitter.
  • Showing 'related article' links that are relevant to the information you're looking at.
  • Remembering an application or web location you've entered such as weather forecasts.


We like to keep track of which pages, information, and links are popular and which ones don't get used so much, to help us keep our information relevant and up to date. It's also very useful to be able to identify trends of how people navigate (find their way through) our information and when and where 'error messages' may originate. We may use analytics technologies to identify when and how you access other webpages and we may share information about this analysis with our partners.

Cookies, often called 'analytics cookies' or ‘performance cookies’, and similar pieces of information are used to gather this usage information. The information collected is grouped with the usage information from everyone else. We can then see the overall patterns of usage rather than any one person’s activity. Analytics technologies are used to improve how an application, a website and its pages work.

Our applications, webpages, and websites and communications you get from us also contain small invisible images known as 'web beacons' or 'pixels'. These are used to count the number of times a page or email has been viewed and allow us to measure the effectiveness of the communication.

We also use 'affiliate' cookies. Some of our web based information will contain promotional links to other companies’ sites. If you follow one of these links and then register with or buy something from that other site, a cookie is used to tell that other site that you came from one of our sites. That other site may then pay us a small amount for the successful referral. This works using a cookie. For more information, see the Internet Advertising Bureau's guide about how affiliate marketing works.

Showing advertising and marketing that is relevant to your interests

We sell space on some of our information sites to advertising partners. The resulting adverts or space purchased often contains The Cloud and/or affiliate cookies or similar pieces of information. The advertiser uses the browsing information collected from these technologies to:

1. restrict the number of times you see the same ad (frequency capping); and

2. help show other ads that are relevant to you while you're accessing our, or other parties’, information. This information about your browsing activity, may be grouped with information about what is being accessed by other users, into interest groups, and then used to show you advertisements based on those interests.

By using our Services you consent to us:

  • allowing certain third party partners to place a cookie on your browser and/or device; and
  • providing an encrypted non-human readable version of your email address for such third party partners to use for matching to other data about you and then linking that data to the cookie on your browser for third party marketing and Online Behavioural Advertising and/or profiling. Please click here for more details or to opt out.

So how does Online Behavioural Advertising work? Let's look at an example. Imagine you visit a webpage about travel. That webpage shows an advert and with that advert you receive a cookie. Imagine you then visit one of our webpages which has an advert from the same advertiser you saw on the travel webpage. The advertiser will give you a new version of the cookie you received on the travel webpage. The advertiser can then use that cookie to recognise that you've previously been to a travel webpage and show you a relevant travel ad.

We also work with our partners to show you adverts that may be of interest to you based on your demographic information (age, gender and where you use our service). We do this by using The Cloud and/or affiliate cookies, pixels or similar pieces of information to identify adverts that may be of interest to you.

Please note we do not have control over the cookies of third parties. These cookies are likely to be analytical/performance cookies or targeting cookies or similar pieces of information.