What is the loc cookie?
„loc” is an HTTP cookie associated with AddThis, a widget platform for social sharing buttons and traffic analytics that has been embedded on many websites through „share” buttons or content recommendation tools.
The cookie appears in a visitor's browser as soon as a page loads the AddThis script, regardless of whether the user actually interacts with the sharing buttons. It is set on the third-party domain „.addthis.com”, functioning as a cross-site cookie that can track users across multiple sites using the same provider.
What data it stores
The „loc” cookie stores information about the visitor's approximate geographic location, typically inferred from their IP address (country, region, sometimes city). The exact value format is not publicly documented in detail and may vary; it generally does not contain directly identifying data such as a name or email address.
The data is sent to AddThis servers, where it is used to build network-level user profiles, combined with other AddThis cookies such as unique user identifiers.
What it is used for
For AddThis, the „loc” cookie helps with geographic audience segmentation and delivering content or ads relevant to the user's region. It is part of a broader set of cookies the provider uses for targeted advertising and cross-site traffic analysis.
For the website owner, the practical benefit is indirect: they gain from audience statistics and possible monetization through AddThis widgets, but do not directly control the data this cookie collects.
Does it require consent?
Under CookieFix's classification, „loc” falls under the marketing category (advertising/tracking). Under the ePrivacy Directive (as implemented in Romania via Law 506/2004) and the GDPR, marketing cookies require the visitor's prior, explicit consent before being placed.
Website owners must declare this cookie in their cookie policy, assign it to the correct banner category, and ensure the AddThis script does not load before the user grants consent.
How to block or delete loc
A visitor can manually delete or block this cookie via browser settings (Chrome, Firefox, Edge, Safari – cookies and site data section), searching for the „addthis.com” domain. Anti-tracking extensions or third-party cookie blocking modes also reduce exposure to this type of cookie.
- For site owners: the AddThis script should only load after consent for the marketing category has been obtained.
- A consent management platform like CookieFix automatically blocks the AddThis script until the visitor accepts marketing cookies, preventing the „loc” cookie from being set prematurely.
Frequently asked questions
It is not malicious, but it is used for behavioral tracking and advertising, which is why it is classified as marketing and requires consent.
Its typical duration is 13 months from the time it is set, after which it expires automatically from the browser.
Yes, as a marketing/tracking cookie it requires the visitor's explicit, prior consent under the GDPR and the ePrivacy rules.
You can check by inspecting browser cookies for the .addthis.com domain, or by scanning your site with a CMP tool that automatically detects third-party scripts.