Cookie policy

Cookie policy – McDonald’s Belgium

Date of entry into force: 13 August 2018

 

1. Introduction

McDonald’s Belgium (hereinafter “McDonald’s”) uses cookies and other tracking methods to track how people use our websites (hereinafter the “Sites”) and our mobile applications (hereinafter “Apps”) and to improve your online experience. Through our cookie policy, we inform you about these technologies and how to manage them. This cookie policy is part of the McDonald’s Global Privacy Statement.

The Belgian Electronic Communications Act of 13 June 2005 contains certain provisions on cookies and their use on websites. The Act transposes the European ePrivacy Directive, which means that cookie legislation is implemented differently in each European member state. This cookie policy applies exclusively to the Belgian market.

Topics

  • Cookies and other tracking methods
  • How we use cookies
  • Cookies used on our Sites and Apps
  • How to manage and delete cookies

2. Cookies and other tracking methods

A “cookie” is a small text file that is placed onto an Internet user’s web browser or device and is used to remember and/or obtain information about the user. A cookie will typically contain the name of the domain from which the cookie has come, the “lifetime” of the cookie, and a randomly generated unique number or other value.

A “web beacon” is a small graphical image that is embedded into a web page, application or email and is used to track the user’s activity. They are also referred to as “tracking pixels” and “pixel tags”.

Please note:

  • You might be assigned a cookie when using our online services.
  • We offer certain features that are available only through the use of cookies and other similar technologies.
  • We may use both session (for the duration of your visit) and persistent (for the duration of a fixed period of time) cookies and other tracking technologies.
  • Our online services and other areas related to our business may have web beacons.

3. How we use cookies

We use cookies, web beacons and other similar technologies to collect information for the purposes described in the McDonald’s Global Privacy Statement. We may also combine the information collected by these technologies with information we have collected about you by other means that are described in the McDonald’s Global Privacy Statement.

We may use these technologies to:

  • Uniquely identify you or your device
  • Allow you to access and use our online services, which may not work properly without these technologies
  • Improve system security where appropriate
  • Measure the use of our websites and mobile apps (for statistical purposes)
  • Improve our products and services
  • Help us monitor system performance (e.g., traffic, errors, page load time, popular sections, etc.)
  • Remember you, for your convenience, when you visit our online services
  • Offer you a personalised user experience
  • Provide you with personalised advertising (for marketing purposes), and
  • For other purposes described in the section of the McDonald’s Global Privacy Statement titled, “How we use the information we collect.”

For example, we may use certain technologies to determine whether you have opened an e-mail or clicked on a link contained in an e-mail, how you use the pages and content in our apps, or whether you have clicked on a McDonald’s online advertisement.

Both we and others (such as our advertising networks) may use these technologies to collect information about your online activities, over a certain period and across third-party websites and devices, and to further personalise your experience with us when using our online services.

We may use cookies for a variety of purposes. For example, we track the total number of visitors to our Sites and Apps on an anonymous and aggregated basis. We may also use cookies to remember and recognise you as a visitor when you return to the sites, to keep track of the items in your shopping cart when you purchase merchandise online, to manage certain competitions and sweepstakes and to help customise your McDonald’s web experience. We may link personal data to a cookie file in those instances.

4. Cookies used on our Sites and Apps

Tracking technologies can either be persistent (i.e. they remain on your computer or device until you delete them) or temporary (i.e. they last only until you close your browser).

Our Sites and Apps use the following categories of cookies in particular:

Cookie list

A cookie is a small text file containing data that a website (when a user visits it) wishes to store on your device in order to remember information about you, such as your language preference or login information. These cookies are set by us and are called internal cookies. We also use external cookies. These are cookies from a different domain to the one you are visiting. We use them for advertising and marketing purposes. In particular, we use cookies and other tracking technologies for the following purposes:

Strictly necessary cookies
These cookies are necessary, otherwise the website will not work. These cookies cannot be disabled. These cookies are usually only used in response to an action by you whereby you essentially request a service, for example, to register your privacy settings, log in to the website or fill in a form. You can set your browser to block these cookies or to warn you about them, but some parts of the website will then not work. These cookies do not store any personally identifiable information.

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5. How to manage and delete cookies

If you wish to use our Sites and Apps, it is advisable to enable cookies: Cookie settings. However, below you will find additional information on how to disable and/or manage cookies. Please note that restricting cookies may affect the proper functioning of the Sites and Apps.

Browser settings: You can adjust the settings in your web browser if you do not want to receive cookies or if you want your browser to warn you when you receive a cookie (for example via the “Preferences” or “Options” tab). You can also click on the “Help” section of your browser to learn how to change your cookie preferences. The following links give you more information on how to manage cookies:

If you disable all cookies, you may not be able to use all functionalities of our Sites and Apps.

Targeted advertising: When you use our online services, we (and our vendors who provide services to us) may collect information about your activities so that we can provide you with advertising tailored to your interests.

Because we take part in advertising networks, you may see certain ads on other websites. Ad networks allow us to target the information we send you based on your interests, other information related to you, and contextual means. These ad networks track your online activities over time by collecting information through use of cookies, web beacons, and web-server logs. The ad networks use this information to show you advertisements that may be of particular interest to you. The ad networks we take part in may collect information about your visits to websites that also take part in the relevant ad network, such as the pages or advertisements you view and how you use the websites. We use this information, both on our online services and on third-party websites that take part in the ad networks, to provide you with advertising tailored to you, and to help us assess how effective our marketing is.

You can opt out of targeted advertising by visiting www.aboutads.info/choices or www.networkadvertising.org/managing/opt_out.asp.  If you choose to opt out, you will continue to receive advertisements but they will not be tailored to your interests.

Mobile advertising: You may withdraw your consent to the use of your mobile identification information for certain types of targeted or personalised advertising through your mobile device settings.

Do Not Track: Some newer web browsers may have the “Do Not Track” feature enabled in Preferences, which sends a “Do No Track” notification to the websites you visit with information indicating that you do not want your activity tracked. McDonald’s Sites and Apps do not currently respond to Do Not Track signals because no uniform technological standard has yet been developed in this respect. We continue to evaluate new technologies and can adopt a standard as soon as it becomes available.

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