Cookie Policy

Effective Date: 1 April 2026

Likeness Ltd (company number 17096774), a company incorporated in England and Wales. Registered office: Flat 3, 50 Dunlace Road, London, England, E5 0NE (“we”, “us”, “our”).

This Cookie Policy explains how Likeness Ltd uses cookies and similar tracking technologies on the Likeness Ltd platform (“Platform”). This Cookie Policy should be read together with our Privacy Policy, which provides further information about how we process personal data.

1. What Are Cookies?

Cookies are small text files that are placed on your device (computer, tablet, or mobile phone) when you visit a website. They are widely used to make websites work more efficiently, to provide information to the website operator, and to improve the user experience. Cookies can be “first-party” (set by the website you are visiting) or “third-party” (set by a domain other than the one you are visiting).

In addition to cookies, we may use similar technologies such as pixel tags, web beacons, and local storage (collectively referred to as “cookies” in this policy unless otherwise specified).

2. Legal Framework

Our use of cookies is governed by the Privacy and Electronic Communications Regulations 2003 (PECR) and the Data (Use and Access) Act 2025 (DUAA). Under PECR, we must:

tell you about the cookies we use and what they do;
obtain your consent before placing non-essential cookies on your device.

The DUAA introduced amendments to the cookie consent framework, including an exemption for certain analytics cookies that do not have an adverse impact on user privacy. We clearly identify which of our analytics cookies fall within this exemption below.

Where cookies collect personal data, that processing is also governed by the UK GDPR and our Privacy Policy.

3. Categories of Cookies We Use

3.1 Strictly Necessary Cookies

These cookies are essential for the Platform to function and cannot be switched off. They are usually set in response to actions you take, such as logging in, setting privacy preferences, or completing forms. Without these cookies, the Platform cannot operate properly.

Consent required: No. Strictly necessary cookies are exempt from the consent requirement under PECR.

session_id: Session management and authentication

csrf_token: Cross-site request forgery protection

cookie_consent: Stores your cookie consent preferences

Cookie Name	Purpose	Duration	Type
session_id	Session management and authentication	Session	First-party
csrf_token	Cross-site request forgery protection	Session	First-party
cookie_consent	Stores your cookie consent preferences	12 months	First-party

3.2 Analytics Cookies

These cookies help us understand how users interact with the Platform by collecting information about pages visited, time spent, and interactions. This data helps us improve the Platform.

DUAA analytics exemption. Where our analytics cookies meet the criteria for the DUAA exemption (i.e., they are used solely for the purpose of measuring audience reach and do not have an adverse impact on user privacy), they may be placed without consent. We clearly identify these cookies below.

Consent required: Only for analytics cookies that do not qualify for the DUAA exemption. See individual cookie descriptions below.

_analytics_session: Aggregate page view and session counts (no cross-site tracking)

_perf_metrics: Page load performance measurement

_third_party_analytics: Detailed user journey and behaviour analysis (third-party service)

Cookie Name	Purpose	Duration	DUAA Exempt?	Type
_analytics_session	Aggregate page view and session counts (no cross-site tracking)	24 hours	Yes	First-party
_perf_metrics	Page load performance measurement	24 hours	Yes	First-party
_third_party_analytics	Detailed user journey and behaviour analysis (third-party service)	12 months	No – consent required	Third-party

3.3 Functional Cookies

These cookies remember your preferences and settings to provide a more personalised experience. They may be set by us or by third-party providers whose services we use on the Platform.

Consent required: Yes. Functional cookies require your consent before being placed on your device.

user_preferences: Stores display and language preferences

recent_views: Remembers recently viewed likeness profiles

Cookie Name	Purpose	Duration	Type
user_preferences	Stores display and language preferences	12 months	First-party
recent_views	Remembers recently viewed likeness profiles	30 days	First-party

4. How to Manage Cookies

Cookie consent mechanism. When you first visit the Platform, you will be presented with a cookie consent banner that allows you to accept or reject non-essential cookies. You can change your preferences at any time through the cookie settings accessible from the Platform footer.

Browser settings. You can also control cookies through your browser settings. Most browsers allow you to block or delete cookies. However, if you block all cookies (including strictly necessary cookies), some parts of the Platform may not function correctly.

Opt-out links.Where we use third-party analytics services, you may be able to opt out of tracking via the provider’s own opt-out mechanism. Links to relevant opt-out tools are provided in the cookie settings on the Platform.

5. Cookies and Personal Data

Some cookies collect information that constitutes personal data (for example, IP addresses or unique identifiers). Where this is the case, the processing of that personal data is subject to our Privacy Policy. The legal basis for processing personal data collected through cookies is:

Legitimate interests (UK GDPR Article 6(1)(f)) for strictly necessary cookies and DUAA-exempt analytics cookies;
Consent (UK GDPR Article 6(1)(a)) for all other cookies.

6. Third-Party Cookies

Some cookies are placed by third-party services that appear on our pages. We do not control the setting of these cookies. Third parties are responsible for their own use of cookies and personal data in accordance with their own privacy policies. We encourage you to review the privacy policies of any third-party services you interact with through the Platform.

We do not permit third-party advertising or marketing cookies on the Platform.

7. Changes to This Cookie Policy

We may update this Cookie Policy from time to time. We will notify you of material changes by posting the updated policy on the Platform and, where appropriate, by updating the cookie consent mechanism. The effective date at the top of this policy will be updated accordingly.

8. Contact

If you have questions about our use of cookies, please contact: privacy@likeness-app.com