Plain-language privacy

Privacy and cookies

You can use the guide without an account. Planner preferences stay in your browser, and Google Analytics is used only when you choose to allow it.

Last updated 2 October 2026

Fan-created illustration · not a photograph

Information stored on your device

The site uses browser storage only for features you choose. It does not create an account or send this saved planner data to Magical London.

Item	Schema	Purpose	Sensitivity	Retention and deletion
`magical-london-audience`	v1	Remembers whether UK or overseas guidance was selected.	Preference	Until cleared; clear-all control or browser settings.
`magical-london-walk-stops`	v1	Remembers completed self-guided walking-tour stops.	Low	Until cleared; clear-all control or browser settings.
`magical-london-saved-locations`	v1	Keeps locations added to the device-local itinerary.	Preference	Until cleared; clear-all control or browser settings.
`magical-london-itinerary-template`	v1	Remembers the itinerary template last copied into the planner.	Low	Until cleared; clear-all control or browser settings.
`magical-london-planner-v2`	v2	Stores the saved planner, including optional booking dates and times. Booking references are not collected.	Travel-planning data	180 days or until cleared; clear plan, clear-all control or browser settings.
`magical-london-recent-views-v1`	v1	Keeps up to six recently viewed site pages on this device.	Browsing history on this site	Until cleared; clear history, clear-all control or browser settings.
`magical-london-analytics-consent-v1`	v1	Remembers whether analytics was accepted or rejected.	Consent choice	Until cleared; cookie settings, clear-all control or browser settings.

Analytics and cookies

Magical London Planner uses Google Analytics 4 only with your consent. On a first visit, analytics storage is denied. If you select “Accept analytics”, Google Analytics may set cookies such as _ga and _ga_XM1T7GVBNH to distinguish visits and measure how the site is used. The measurement ID is G-XM1T7GVBNH.

Advertising storage, ad user data and ad personalisation remain denied. The site does not use Google advertising or personalisation cookies. If you reject analytics, the site continues to work. You can change your choice at any time with “Cookie settings” in the footer.

Analytics reports help the publisher understand page use and outbound clicks in aggregate. An outbound-click event can include the provider name, destination domain, link type and page path; it fires only after analytics consent. Do not put personal information in site URLs. Google handles Analytics data under its own privacy policy.

Trip builder and location search

Search words and filters update the current page and are not saved as a traveller profile. The trip builder saves settings only when you choose “Save plan settings”. A saved plan may include its name, preferences, and booking dates and times. Location stops are stored separately when you add them from the atlas. Both remain on that device. The plan expires after 180 days. Share links deliberately exclude booking times, plan names and saved stops, and the planner does not collect booking references.

What the site does not ask for

The current guide has no account, newsletter form, booking checkout or server-side traveller profile. Do not send payment or identity information to this site.

External maps and booking sites

Interactive map tiles come from OpenStreetMap, so that service receives a normal tile request when a map loads. Its use is governed by the OpenStreetMap Foundation tile and privacy policy. Route buttons can open Google Maps or TfL, while ticket and tour links open other third-party sites; those services handle visits under their own privacy and cookie policies.