Cookie Policy
Last updated: 21 August 2025
This policy explains what cookies and similar technologies we use on bigbrute.co.uk, why we use them, and how you can control them. For how we handle personal data more generally, see our Privacy Policy.
What are cookies?
Cookies are small text files placed on your device by websites you visit. They are widely used to make websites work, to improve the user experience, and to provide information to site owners.
Our legal basis & your choices
Under the Privacy and Electronic Communications Regulations (PECR), we can set cookies that are strictly necessary for our site to work. For all other cookies (e.g., analytics and marketing), we seek your consent via our cookie banner. You can change or withdraw your consent at any time using Cookie Settings (link in our footer/banner). ICO+1
How we use cookies
We use cookies to:
- run core site functions (e.g., basket/checkout, account login);
- understand site usage and improve content (analytics);
- measure engagement with our marketing (Force24).
We don’t use cookies to make automated decisions that produce legal or similarly significant effects.
Cookies we use
“Names and lifetimes can vary slightly by browser and updates from our providers.”
1) Strictly necessary (no consent needed)
| Cookie | Who sets it | Purpose | Typical expiry |
|---|---|---|---|
| cart / checkout / session IDs | Big Brute (first-party) | Keep the store, basket and checkout working; remember your session as you move between pages. | Session / up to a few days |
(We keep this list concise because these cookies can change with store features. They never track you across other sites.)
2) Analytics (consent)
| Cookie | Who sets it | Purpose | Typical expiry |
|---|---|---|---|
_ga | Google Analytics 4 (GA4) | Distinguish users for site analytics. | 2 years Google Help |
_ga_<container-id> | Google Analytics 4 (GA4) | Persist session state/metrics for a specific GA4 property. | 2 years Google Help |
(may appear) _gid, _gat / _dc_gtm_<id> | Google tags | Additional identifiers / throttling depending on your tag setup. | 24 hours / 1 minute (typical) Business Data Responsibility |
Where Google processes data
Google operates data centres globally (including the US). GA4 stores first-party cookies in your browser; associated analytics data may be processed outside the UK/EEA subject to Google’s data protection terms and transfer safeguards (e.g., SCCs). See Google’s “Safeguarding your data” and frameworks pages for more detail. Google Help.
3) Marketing & automation (consent)
We use Force24 (our marketing automation platform) to understand engagement and improve communications. Force24 cookies are first-party and are only set after you accept cookies in our banner.
| Cookie | Who sets it | Purpose | Typical expiry |
|---|---|---|---|
F24_autoId / f24_autoId | Force24 (first-party) | Temporary identifier on your browser used to associate anonymous visits with a known profile once you identify yourself (e.g., via a tracked link or form). If left anonymous it may be deleted after ~6 months; otherwise persists up to 1 year. Force24 Support | |
F24_personId / f24_personId | Force24 (first-party) | Per-contact ID used to record on-site behaviour and form submissions for personalisation and segmentation. 1 year. Force24 Support |
When Force24 becomes “identified”
Force24 states the cookies remain anonymous until you (a) arrive via a link in an email/SMS sent through Force24 and accept cookies, or (b) submit a form with your email address (on our site or a Force24 landing page). Force24 Support
Other Force24 tracking
Force24 emails include a tiny tracking pixel (to record opens) and tracked links (to record clicks). These only relate to messages we send you and help us measure campaign performance. Force24 Support
Managing your cookies
- Change your preferences: Use Cookie Settings (link in our footer/banner) to accept/reject categories at any time.
- Browser controls: You can block or delete cookies in your browser settings; doing so may affect site functions (e.g., basket/checkout).
For independent guidance on managing cookies, see AboutCookies.org.
What if I don’t want your cookies?
You can use the options on this page or you can manually delete any cookies that are already on your device. You can also set the browser on your device to block cookies. Please refer to your device’s instructions on how to locate and delete cookies or how to block them. You will only find Google Analytics cookies set by this site.
You can find more information about cookies, including how to block them or delete them, at AboutCookies.org.
If you have any queries about how we use cookies on this site, please contact us.