Cookie Policy

This cookie policy (“Cookie Policy“) describes how Normative AB, registration number: 556967-7361 (“Normative“, “us“, “we” or “our“) uses cookies and similar technologies in the website henceforth referred to as “Service”. Normative uses cookies in the Service to be able to provide necessary functions and improve the user experience of the Service.

1. About cookies and similar technologies

1.1 Cookies

A cookie is a small file containing an identifier (a string of letters and numbers) that a website requests to save on the visitor’s device such as a computer or mobile phone. Cookies may be used to follow the user’s browsing on the website and to store user preferences and other information to enhance your experience in the Service.

Normative may also use other similar technologies such as local and session storage. In this Cookie Policy we refer to “cookies” to include any such technology as described herein.

1.2 Persistent cookies and session cookies

Normative may place persistent and session cookies on your device. A persistent cookie is stored for a certain period of time and will remain valid until its expiry date, unless deleted by the user before the expiry date. A session cookie has no expiration date and will expire at the end of the user session, when the web browser is closed.

1.3 First and third-party cookies

First-party cookies are set by Normative or by a third party at our request when you use the Service. Normative is the data controller when processing personal data collected through first-party cookies. Third-party cookies are set by another company than Normative that may also collect information via the Service through cookies, third-party plug-ins and widgets which are known as “third-party cookies”. These third parties collect data directly from your web browser or device, and the processing of this data is subject to their own privacy policies. Please note that we are not responsible for third-party cookies.

2. Cookies used in the Service

The cookies used in the Service have been categorised as per the type of cookies used. A list of the categories of cookies used in the Service is set out below.
Strictly necessary cookies: These cookies enable you to use the Service and receive the services you have requested. The Service cannot function properly without these cookies. Strictly necessary cookies do not require your consent. All strictly necessary cookies are first-party and not third-party.

Name of cookieProviderPurposeDurationTransfer to country outside of EU/EEATech
wordpress_google_apps_loginNormativeThis cookie is used for WordPress.
On login, WordPress uses the wordpress_[hash] cookie to store your authentication details. Its use is limited to the Administration Screen area, /wp-admin/
0 daysNoCookie
OptanonAlertBoxClosedNormativeThis cookie is set by websites using certain versions of the cookie law compliance solution from OneTrust. It is set after visitors have seen a cookie information notice and in some cases only when they actively close the notice down. It enables the website not to show the message more than once to a user. The cookie has a one year lifespan and contains no personal information.90 daysNoCookie
OptanonConsentNormativeThis cookie is set by the cookie compliance solution from OneTrust. It stores information about the categories of cookies the site uses and whether visitors have given or withdrawn consent for the use of each category. This enables site owners to prevent cookies in each category from being set in the users browser, when consent is not given. The cookie has a normal lifespan of one year, so that returning visitors to the site will have their preferences remembered. It contains no information that can identify the site visitor.90 daysNoCookie
usernameNormativeuser90 daysNoCookie
PHPSESSIDNormativePHP session cookie associated with embedded content from this domain.SessionNoCookie
pll_languageNormativeUsed to store user language preferences.1 yearNoCookie
Strictly necessary cookies

Performance (or analytics) cookies: These cookies allow us to improve the Service by tracking how the Service is accessed, used or performing. You need to consent to the use of these cookies. All these cookies are first-party and not third-party.

Name of cookieProviderPurposeDurationTransfer to country outside of EU/EEATech
_hjidHotjarHotjar cookie that is set when the customer first lands on a page with the Hotjar script. It is used to persist the Hotjar User ID, unique to that site on the browser. This ensures that behaviour in subsequent visits to the same site will be attributed to the same user ID.365 daysNoCookie
_hjSession_*HotjarA cookie that holds the current session data. This ensures that subsequent requests within the session window will be attributed to the same Hotjar session.SessionNoCookie
_hjSessionUser_*HotjarHotjar cookie that is set when a user first lands on a page with the Hotjar script. It is used to persist the Hotjar User ID, unique to that site on the browser. This ensures that behaviour in subsequent visits to the same site will be attributed to the same user ID.365 daysNoCookie
_hjSessionRejectedHotjarIf present, this cookie will be set to ‘1’ for the duration of a user’s session, if Hotjar rejected the session from connecting to our WebSocket due to server overload. This cookie is only applied in extremely rare situations to prevent severe performance issues.SessionNoCookie
_hjIncludedInSessionSampleHotjarThis cookie is set to let Hotjar know whether that user is included in the data sampling defined by your site’s daily session limit.30 min.NoCookie
_hjIncludedInPageviewSampleHotjarThis cookie is set to let Hotjar know whether that user is included in the data sampling defined by your site’s pageview limit.30 min.NoCookie
_hjAbsoluteSessionInProgressHotjarThis cookie is used to detect the first pageview session of a user. This is a True/False flag set by the cookie.30 min.NoCookie
_hjFirstSeenHotjarThis is set to identify a new user’s first session. It stores a true/false value, indicating whether this was the first time Hotjar saw this user. It is used by Recording filters to identify new user sessions.SessionNoSession Storage
_hjViewportIdHotjarThis stores information about the user viewport such as size and dimensions.SessionNoSession Storage
_hjRecordingEnabledHotjarThis is added when a Recording starts and is read when the recording module is initialized to see if the user is already in a recording in a particular session.SessionNoSession Storage
_ga_<container-id>Google AnalyticsUsed to persist session state2 yearsYes, includes USCookie
_gaGoogle AnalyticsUsed to distinguish users2 yearsYes, includes USCookie
_gat_UA-xxxxxxxxx-xNormativeThis is a cookie used to analyse and throttle request rate for anonymous users by Google Analytics.1 minuteYes, includes USCookie
_gcl_auNormativePart of Google Adsence, this cookie ties certain user activity to adverts3 monthsYes, includes USCookie
_gidNormativePart of Google Analytics, used to store and count pageviews.1 dayYes, includes USCookie
_uetvidBingThis is a cookie utilised by Microsoft Bing Ads and is a tracking cookie. It allows us to engage with a user that has previously visited our website.1 yearYes, includes USCookie
_mkto_trkMarketoThis cookie is associated with an email marketing service provided by Marketo. This tracking cookie allows a website to link visitor behaviour to the recipient of an email marketing campaign, to measure campaign effectiveness.3 monthsYes, includes USCookie
nQ_userVisitIdAlbacrossSets a unique ID for a specific visitor. This ID can be used to identify user session.1 yearYes, includes USCookie
vuidVimeoThese cookies are used by the Vimeo video player on websites.3 monthsYes, includes USCookie
Performance and analytics cookies

Targeting cookies: These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.

Name of cookieProviderPurposeDurationTransfer to country outside of EU/EEATech
_clckNormativePersists the Clarity User ID and preferences, unique to that site, on the browser. This ensures that behavior in subsequent visits to the same site will be attributed to the same user ID.1 yearYes, includes USCookie
_clskNormativeConnects multiple page views by a user into a single Clarity session recording.1 dayYes, includes USCookie
_omappvpNormativeUsed by OptinMonster to generate long term statistical information.13 monthsYes, includes USCookie
_omappvsNormativeUsed by OptinMonster to determine if a user is new or returning.20 minutesYes, includes USCookie
utm_contentNormativeUsed to store what someone clicked on to get to the site90 daysNoCookie
organic_sourceNormativeUsed to store the organic traffic source url90 daysNoCookie
utm_campaignNormativeUsed to store the UTM campaign name90 daysNoCookie
handl_refNormativeUsed to store last touch referral page90 daysNoCookie
handlIDNormativeUnique ID generated by HandL UTM Grabber90 daysNoCookie
traffic_sourceNormativeUsed to store the visitors traffic source. Ie. Paid, Organic, Direct, Referral.90 daysNoCookie
handl_landing_pageNormativeUsed to store the visitors landing page – first touch url90 daysNoCookie
gaclientidGoogle AnalyticsEnables Google Analytics, assiging a pseudonymised ID to the user.3 monthsYes, includes USCookie
gclidNormativeStores the Google ads click ID90 daysNoCookie
organic_source_strNormativeUsed to store the organic traffic source name90 daysNoCookie
handl_ipNormativeStores the visitors IP90 daysNoCookie
utm_mediumNormativeStores the medium used to share and access a link90 daysNoCookie
handl_urlNormativeStores last touch url90 daysNoCookie
handl_url_baseNormativeUsed to store the base referral page3 monthsNoCookie
pageviewCountGoogleThis cookie is used to identify the frequency of visits and how long the visitor is on the website. The cookie is also used to determine how many and which subpages the visitor visits on a website – this information can be used by the website to optimize the domain and its subpages.1 dayYes, includes USCookie
utm_termNormativeUsed for paid search campaigns to track relevant ad-based keywords90 daysNoCookie
_GRECAPTCHAGoogleThis cookie is set by Google reCAPTCHA, which protects our site against spam enquiries on contact forms.SessionNoCookie
handl_original_refNormativeUsed to store the visitors original referral url90 daysNoCookie
handl_ref_domainNormativeStores the last touch referral – domain only90 daysNoCookie
utm_sourceNormativeStores a parameter used to identify the source of the visitors traffic90 daysNoCookie
_uetsidBingThis is a cookie utilised by Microsoft Bing Ads and is a tracking cookie. It allows us to engage with a user that has previously visited our website.24 hoursYes, includes USLocal Storage
nQ_cookieIdserve.albacross.comThis cookie is an analytics cook to help identify potential B2B customers and uniquely identifies their session1 yearNoCookie
test_cookieGoogleThis cookie is set by DoubleClick (which is owned by Google) to determine if the website visitor’s browser supports cookies.SessionNoCookie
MUIDBingThis cookie is widely used by Microsoft as a unique user identifier. It can be set by embedded microsoft scripts. Widely believed to sync across many different Microsoft domains, allowing user tracking.1 yearYes, includes USCookie
Targeting cookies

Social media and advertising cookies: Social media technologies enable you to connect you to your social networks and share content from the website through social media. Advertising technologies (of third parties) collect information to help tailor advertising based on your inferred interests, both within and outside. Refusing these technologies may result in seeing advertising that is not as relevant to you or you not being able to link effectively with Facebook, Twitter, or other social networks and/or not allowing you to share content on social media. You need to consent to the use of these cookies.

Name of cookieProviderPurposeDurationTransfer to country outside of EU/EEATech
AnalyticsSyncHistoryLinkedinUsed to store information about the time a sync with the lms_analytics cookie took place for users in the Designated Countries30 daysYes, includes USCookie
lidcLinkedinTo facilitate data center selection24 hoursYes, includes USCookie
bcookieLinkedinBrowser Identifier cookie to uniquely identify devices accessing LinkedIn to detect abuse on the platform2 yearsYes, includes USCookie
langLinkedinUsed to remember a user’s language setting to ensure displays in the language selected by the user in their settingsSessionYes, includes USCookie
li_gcLinkedinUsed to store consent of guests regarding the use of cookies for non-essential purposes2 yearsYes, includes USCookie
UserMatchHistoryLinkedinLinkedIn Ads ID syncing30 daysYes, includes USCookie
CONSENTYoutubeThis cookie carries out information about how the end user uses the website and any advertising that the end user may have seen before visiting the said website.SessionYes, includes USCookie
VISITOR_INFO1_LIVEYoutubeThis cookie contains a unique ID used to remember your preferences and other information6 monthsYes, includes USCookie
YSCYoutubeUsed by YouTube to remember user input and associate a user’s actionsSessionYes, includes USCookie
_fbpFacebookUsed by Facebook to deliver a series of advertisement products such as real time bidding from third party advertisers90 daysYes, includes USCookie
Social media cookies

3. Legal basis for processing of personal data

Normative process personal information collected through the use of strictly necessary cookies based on Normative’s legitimate interest to maintain basic functions of the Service. For all other cookies which are not strictly necessary, inter alia, functional cookies, performance cookies, social media and advertising cookies, you are asked to consent to the use of cookies. The legal basis for the processing of personal data collected through cookies which are not necessary are based on your consent. You can always revoke a given consent or change your selection afterwards as described under Section 6.2 and 7.

4. Categories of recipients

Normative may engage external service providers, who act as data processors of Normative, to provide certain services to Normative, such as website service providers or IT support service providers. A data processor is a company that processes the information on our behalf and according to our instructions. We currently have no third-party cookie providers.

5. International transfer of personal data

Normative may transfer personal data to recipients which are located in a third country outside of the EU/EEA. Where a transfer to a third country takes place, Normative will ensure that appropriate safeguards have been taken to ensure that transfers out of the EU/EEA are adequately protected as required by applicable data protection law and to provide you with relevant information. Such appropriate safeguards may be that the data exporter and data importer have entered into the European Commission’s Standard Contractual clauses and implemented supplementary measures.

You can ask for a copy of the such appropriate safeguards by contacting us as set out below in Section 9.

6. Rights in connection to processing of personal data

6.1 Your rights
Cookies do not typically contain any information that personally identifies a user, but personal data that we store about you may be linked to the information stored in and obtained from cookies. You have a number of rights in connection with the processing of your personal data, subject to certain conditions set out in the General Data Protection Regulation (EU Regulation 2016/679) and applicable local data protection laws, including the right to:

  1. Request access to your personal data (“data subject access request”). This includes to be informed as to whether personal data is being processed or not, and if yes, access to the personal data and certain information of the processing.
  2. Request rectification of the personal data that we process about you. This enables you to have incomplete or inaccurate data we hold about you corrected.
  3. Request deletion of your personal data. This enables you to ask us to delete or remove personal data where there is no overriding reason for us to retain it.
  4. Right to object – you have the right to object to the processing of certain personal data where we are relying on a legitimate interest or when personal data are processed for direct marketing purposes, including profiling related to direct marketing.
  5. Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of personal data about you, for example if you want us to establish its accuracy or the reason for processing it.
  6. Request data portability – you have the right to request access to personal data that you have provided about yourself if the personal data is being processed automatically and if the processing is based on the legal basis consent or a contract. You may also request that the personal data is transmitted to another controller if this is technically feasible.

6.2 Withdraw consent

  1. If you have given your consent for processing of your personal data, you have the right to withdraw your consent at any time, without affecting the lawfulness of processing based before its withdrawal, you can do so by change of preferences. You can change your preferences at any time in relation to cookies that we use for e.g. tailored advertising or analytics purposes or other cookies that we place only if you have consented to them as required by law.
  2. Please click here to change your preferences about cookies (namely to enable or disable optional cookies).

6.3 Contact and complaints

  1. If you have any questions, concerns or a complaint about how Normative process your personal data or want to exercise your rights please contact us as stated below in Section 9.
  2. You also have the right to lodge a complaint with the competent data protection supervisory authority in particular in the EU Member State of your habitual residence, place of work or of an alleged breach of the General Data Protection Regulation (EU Regulation 2016/679). In Sweden the supervisory authority is the Swedish Authority for Privacy Protection (

7. Managing cookies

You can delete certain cookies using your web browser and/or device settings. In most web browsers, you can also change your browser settings to stop certain cookies from being placed on your computer or device. However, if you do not accept certain cookies you may not be able to access all features or parts of the Service.
Most browsers allow you to refuse to accept cookies and to delete cookies. The methods for doing so vary from browser to browser, and from version to version. You can however obtain up-to-date information about blocking and deleting cookies via these links:

Impact of use. Blocking all cookies will have a negative impact upon the usability of the Service. If you block cookies, you may not be able to use all the features in the Service.

8. Changes to the Cookie Policy

Normative reserves the right to change this Cookie Policy at any time. We will give you reasonable notice of any significant changes to the Cookie Policy, where appropriate. If so, we will notify you by a message or by email. You will also find the date of the latest change to the Cookie Policy on this website.

9. Contact information

This Service is owned and operated by the company Normative AB.

We are registered in Sweden under registration number 5569-677361, and our registered office is at Normative AB, Folkungagatan 44, 118 26 Stockholm.

If you have concerns or questions regarding this Cookie Policy, please contact us by email – [email protected].