COOKIE POLICY

Cookies are small files stored on your browser or device. Similar technologies can include local storage, pixels, tags and other tools that store or access information on your device.

They can be used to keep a site secure, remember preferences, maintain a logged-in session, understand website performance and, where you agree, support analytics or marketing.

These are needed for the website or a service you request to function. They may support:

• secure sign-in and account sessions;
• shopping basket and checkout functions;
• security, fraud prevention and load balancing;
• remembering privacy/cookie choices;
• delivery of pages and essential technical functions.

Because these technologies are necessary to provide the service you request, they do not normally require consent under PECR, although we still explain their use.

Where enabled, analytics technologies help us understand how people use the site, which pages are useful, how visitors arrive and where technical problems occur.

We only use non-essential analytics where our consent mechanism and applicable law permit it. Depending on our current configuration, analytics may be provided by services such as Google Analytics or equivalent measurement providers.

Functional technologies can remember choices or improve convenience, for example preferences, previously selected options or features that are not strictly necessary to deliver the core service.

Where consent is required, these are not activated unless you choose to allow them.

If we use marketing or advertising technologies, they may help us measure campaigns, understand whether advertising led to a visit or purchase, or tailor advertising on third-party platforms.

We do not activate non-essential marketing technologies before the required consent is obtained. You can refuse or withdraw consent without losing access to essential ProFertility services.

Some functions are delivered with trusted third-party technology providers. For example, payment/checkout providers, authentication providers, hosting/security services or embedded content may set strictly necessary or consent-controlled technologies when you use those features.

Third parties may have their own privacy/cookie notices. Our consent controls govern ProFertility's use of non-essential storage/access technologies on our services where applicable.

When consent is required, we ask for a clear positive choice before placing or accessing non-essential technologies. Simply continuing to browse is not treated as consent.

You can accept or reject categories of non-essential cookies through the cookie banner or preference centre. Your choices are stored so we can respect them on later visits.

You can change your cookie preferences at any time using the cookie settings/preference control available on the website, where provided.

You can also remove cookies through your browser settings. Blocking strictly necessary cookies may prevent sign-in, checkout or other essential functionality from working correctly.

Some cookies last only for a browser session. Others remain for a defined period so that preferences, security controls or analytics can work between visits.

We review the duration of cookies and similar technologies and aim to keep them only for as long as reasonably necessary for their purpose.

Because fertility and health information is sensitive, we take additional care with tracking technologies. We do not intentionally use advertising cookies to expose identifiable clinical test results, consultation records, health questionnaires or detailed fertility records to advertisers.

Non-essential tracking on health-related journeys is subject to our consent controls and data-protection requirements.

The exact technologies in use can change as we improve the website. The cookie banner or preference centre is the most current place to see enabled categories and change your choices.

If you have a question about a specific cookie or tracker, email hello@profertility.com.

Our use of cookies and similar technologies is governed by the Privacy and Electronic Communications Regulations (PECR) and, where personal data is processed, UK GDPR and the Data Protection Act 2018, as amended.

We may update this policy when technology, regulation or our services change. Last updated: 4 October 2026.