Sky Privacy and Cookies Notice

Privacy notice

Sky PLC is Europe’s leading entertainment company, headquartered in the UK. We offer a range of content, deliver market-leading customer service and use innovative new technology to give customers a better TV and communications experience, whenever and wherever they choose. We want to give you clear information about what information we collect and how we use it.  

This privacy & cookies notice applies to the use of personal information and other information by Sky UK, Sky Ireland and Sky Espana, as well as other Sky group companies including Sky Germany, Sky Austria and Sky Italia. Each entity which collects or receives your data under the privacy notice does so as a data controller. Please check our Annual Report on Sky’s corporate website for the full list of Sky group entities. Together we refer to these entities as “Sky”, “we” “us” or “our”.

Any member of the Sky group may use and share, within the group and with its advisors, the information you provide and other information it holds about you for the purposes set out Sky’s privacy and cookies notice, applying appropriate security measures to keep your information safe and secure.

Certain group entities (such as Sky WIFI, Sky Espana, Sky Germany, Sky Austria, Sky Italy) or business groups within Sky (such as Now TV) may have specific privacy notices on their websites, so when visiting or using these services please make sure you are informed of how they also use your information.

Types of information we may hold about you and where it comes from
  • Information you've provided to us, including through our websites or when you access our services through applications on websites operated by other organisations.

  • Information about our content, products and services you've ordered or enquired about.

  • Information provided by other organisations who've obtained your permission to share information about you with us.

  • Information, uploads, user generated content and comments you make about the shows, channels, programmes, advertisements, products and services you use, for example how you or your household access, view, share, contribute to, communicate with, record or fast forward them.

  • Information we collect, via cookies and related technology, from the devices or viewing cards you use to receive Sky content, products and services, about your and your household’s use of Sky, and/or third party content, products and services. This may include fingerprint information about your device, machine or browser so that we can make sure you get the products and services you are entitled to receive. This information may be collected when cookies are turned off. For more information on cookies and how to manage them, please see the section on cookies.

  • IP address, identification number, online identifier, browser information, location data and other similar identifying information required for your devices to communicate with websites and applications on the internet.

  • Technical information from the devices you use to receive Sky content, products and services, for example, the collection of diagnostic and traffic or location information. Note that devices and applications have their own privacy settings and notices under which they collect your information, so please check and manage your device and application settings.

Call/communication monitoring

  • We may also monitor, record, store and use communications we have with you to improve the quality of our customer service, to confirm any instructions you give us, and/or for training and operational compliance purposes.
How we may use your information

We need your information so that we can, in accordance with the contract you have with us, provide you with content, products, services, tailored and personalised recommendations, general account management, the management of our products and services and traffic across our network. Sky uses your information to facilitate the operation of its network by choosing the most efficient route to transmit your requests for a communications service through the various parts of its network of equipment and systems. 

This information may include use of your IP address, MAC address, port information, logical network address or similar operational or technical information about your equipment or of each device you use to access Sky’s services. This information is held securely within restricted areas accessible only by authorised personnel and in accordance with our data retention deletion and acceptable use policies.

In addition to using your information for such necessary purposes, we may also use your information to improve our products, services and customer experiences, in the following ways:

  • To monitor, improve and protect our content, products and services, work with our agents and business partners to improve the products and services we offer, and develop new content, products and services.

  • To help us define groups of audiences to send adverts to, based on factors like interests, age, location and more, so we can show adverts to the people most likely to be interested in the products and services being promoted.

  • For market research.

  • To send you periodic newsletters and other information about content, products and services you have chosen or are entitled to receive.

We may give you choices on how we use your information

  • To provide you with more relevant advertising. Sky can serve different ads to groups of people and to different Sky households, customers or individuals within a household watching the same programme or service. We use the information we hold about you and your household to tailor the adverts and the offers you receive and make them more relevant by playing an advert when the relevant audience is most likely to be watching.

  • To send you direct marketing. This may include communications by post, telephone, SMS, email or other electronic means, using the contact details you have provided, about us and our business partners’ content, products and services, events and special offers, including, where applicable, for a reasonable time after you have ceased to be a customer of ours (see further details below).

How we may share your information
  • We may share your information with any successors of any Sky group company for them to use for the purposes set out in this privacy notice.

  • We may use and share your information with credit reference, fraud prevention agencies, entities in which we hold a share of the ownership and other companies for use in credit decisions, for the detection and protection against fraud and other crimes, , and debt recovery purposes. If false or inaccurate information is provided and fraud is identified, the details will be passed to fraud prevention agencies. Law enforcement agencies may access and use this information. We, our shared ownership group entities and other organisations may also access and use this information to prevent fraud and money laundering, for example when: checking details on applications for credit and credit related or other facilities; managing credit and credit related accounts and facilities; recovering debt; checking details on proposals and claims for all types of insurance or other types of financial services; or checking details of job applications and employees. We and other organisations may access and use from other countries the information recorded by fraud prevention agencies. Please contact us if you want to receive details of the relevant fraud prevention agencies.

  • We may use and share your information with third parties to enable us to comply with any legal or regulatory requirements; to protect or enforce our rights or the rights of any third party such as by analysing activity on our network to help block unauthorised or illegitimate content, publication of, or access to it; and for the purpose of safeguarding an individual’s vital interests, national security, responding to statutory obligations or requests from the courts and enforcement authorities.

  • We may transfer your information to our data processors within and outside the European Economic Area, with appropriate measures and controls in place to protect your information in accordance with applicable data protection laws and regulations and regulatory guidance. One of Sky’s data processors (Domestic & General Insurance) may contact you to ensure you are satisfied with your service experience and to let you know about the warranty that applies to your Sky equipment and the options for extended cover. In all instances, we will take into account the nature of the information we are transferring, and the level of protection provided by those processors.

Keeping your data up to date

You may notify us of any updates, amendments and corrections to your information, or restrict or delete your data (where applicable), by contacting us via your Manage account or on 03442 414 141 (in the UK) or 0818 719 819 (in ROI).

Please note that we may need certain information to enable us to provide you with the products, goods and services you ask for, so changes you make to your data or restrictions you ask us to make on how we use your data may affect what services we can provide.

Managing your marketing preferences

Direct marketing and tailored advertising

You can always choose not to receive direct marketing or tailored advertising and services from Sky UK and Sky Ireland in the following ways:

  • via your Manage account

  • clicking on the "unsubscribe" link in any electronic marketing information from us.

  • by calling us on 03442 414 141 (in the UK) or 0818 719 819 (in ROI) for Sky TV, BB & Talk

  • Emailing: for Now TV [or Now Broadband]

  • By text: simply follow the unsubscribe instructions set out in any SMS/MMS

You can choose not to receive direct marketing from any other Sky group companies by contacting them directly. 

Cookies and online behavioural advertising

Please refer to the Sky Cookies Notice on

If you don't want any information processed through the use of online cookies, please see the section on "Controlling my Cookies".

Cookies notice

When you create or log in to an online account you agree to our privacy and cookies notice. Otherwise, by continuing to use our websites, content, products or services, you agree to the use of cookies as described in this notice.

You should be aware that when you access or use our content, products and services, we may collect information from the devices you use to receive Sky content, products and services by using 'cookies'. We also collect such information from third party websites, mobile sites and from apps where we show our own adverts, using cookies and related ad technology.

If you'd like to learn how to manage these cookies and choose whether or not to receive information of different types, please see the section "Controlling My Cookies" below.

What are cookies and how do they work?

Cookies are small bits of text that are downloaded to the devices you use to receive Sky content, products and services and access online information. Your browser makes these cookies available every time you visit the website again, so it can recognise you and can then tailor what you see on your device.

What do you use cookies for?

Cookies are an important part of the internet. They make using devices and accessing online information much smoother and affect lots of the useful features of websites. There are many different uses for cookies, but they fall into four main groups.

Cookies that are needed to provide the content, product or service you have asked for

Some cookies are essential to help your devices download or stream the information, or so you can move around websites and use their features. Without these cookies, content, products or services you've asked for can't be provided.

Here are some examples of essential cookies:

  • Positioning information on a smartphone screen, tablet device or other screen so that you can see the website and use its functionality.

  • When you add something to the online shopping basket, cookies make sure it's still there when you get to the checkout.

  • Some are session cookies which make it possible to navigate through the website smoothly.

  • Keeping you logged in during your visit or enabling you to stream content; without cookies you might have to log in on every website you visit or repeatedly adjust your volume and viewing settings.

Improving your browsing experience

Cookies allow the application or website 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 cookies are used to improve your experience on our applications and websites:

  • 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 website before.

  • Restricting the number of times you're shown a particular advertisement. This is sometimes called 'frequency capping'.

  • Showing you information that's relevant to content, 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 website you've entered, such as weather forecasts.


We like to keep track of what websites, 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.

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

Our applications, web locations, websites and communications you get from us contain small invisible images known as 'web beacons' or ' pixels'. These are used to manage the interaction between you and the online information or email and allows us to assess the effectiveness of the communication.

Affiliate cookies

We 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 the other site that you came from one of our sites. That other site may then pay us a small amount for the successful referral. For more information, see the Internet Advertising Bureau's guide about how affiliate marketing works.

How we show advertising and marketing that is relevant to your interests

We sell space on some of our websites, mobile sites and apps to advertisers. The resulting adverts often contain cookies and related ad technology that is placed by third party partners such as ad servers, ad agencies, ad network providers and research firms. These partners use the browsing information collected from these cookies to:

  • restrict the number of times you see the same ad (frequency capping) and

  • help show other advertisements that are relevant to you while you're accessing our 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. This is often called online behavioural advertising (OBA). OBA is a way of using information about your web-browsing activity, collected by using cookies, to group you with other users into interest groups and show you advertisements based on those interests.

Sometimes our websites contain advertisements for our own Sky products. These advertisements use cookies in the same way as described above. We may also use cookies and related ad technology on third party websites, mobile sites and apps to show you OBA ads based on data collected by those cookies.

Cookies explained

We do not sell personal data collected from cookies to any other organisations. If you want to know about data collected by third parties when you click on their adverts, you should check their privacy notice to find out what they collect, how they process it and what they use it for.

It’s easy to choose not to receive behavioural advertising and manage your cookies if you want to.

Controlling my cookies

How can I see and manage my cookies in my browser?

Virtually all modern browsers allow you to see what cookies you've got, and to clear them individually or clear all of them. To find out how to do this, go to, which contains comprehensive information on how to do this on a wide variety of desktop browsers.

How can I choose not to receive Online Behavioural Advertising and other tracking cookies?

In addition to the controls available on your computer, there are other ways of choosing not to receive Online Behavioural Advertising and other tracking cookies.

Please note that most of these choices work by setting a cookie that overrides the behavioural advertising cookie. If you clear all your cookies, you will also clear these opt-out cookies, therefore changing your preferences. In this instance you would need to choose again.

Organisations which provide more information on Online Behavioural Advertising

How long we keep your information

We retain your information in accordance with our group information security, data retention and deletion policies. These set out the criteria we use to determine how long we keep your information, what measures we put in place to keep your information safe and secure, and with whom we may share your information. When deciding what to retain, we take into account what information we need to best provide you with products, goods and services, manage your relationship with us, meet our statutory obligations and meet our customers’ and previous customers reasonable expectations.


If you wish to make a complaint about how we use your information, please contact us here and we will do our best to help. You may find our Customer Complaints Code of Practice helpful. If you are still unhappy, you can contact the Information Commissioner’s Office via their website or the Irish Data Protection Commissioner via their website

Contacting Sky

Any queries or comments about this privacy and cookies notice, for requests of copies of the information we hold about you, or if you wish to have a copy of your information, restrict, transfer or erase your records, please write to Customer Relations, Sky Subscriber Services Ltd, PO Box 43, Livingston, West Lothian, EH54 7DD, UK or to Customer Relations, Sky Subscriber Services Limited, One Burlington Plaza, Burlington Plaza, Dublin 4, ROI or contact

Changes to this notice

We will occasionally update our privacy and cookies notice. We will post a notice of any material changes on our website prior to implementing the changes, and, where appropriate, notify you using any of the contact details we hold for you for this purpose. This may include phone, SMS, e-mail, post or interactive social media. We encourage you to periodically review our notice to be informed of how we use your information.

This privacy and cookies notice was last updated late February 2018

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