Last updated: 11 November 2026
You may have noticed a new “Complete your profile: Gender” screen when you open 5. Here’s why it’s there and what it means for you.
Why we’re asking
We use your gender to help us offer you a more personalised experience, with more relevant ads and content recommendations. It also helps us keep 5 free to watch by making the advertising on the service more relevant to you.
Do I have to share it?
No. You’ll be asked to choose an option, but you don’t have to tell us your gender. Your choices are:
- Female
- Male
- Non-binary
- Prefer not to say
If you’d rather not share it, just select “Prefer not to say”. It won’t affect your access to 5 or the content you can watch.
How will my information be used?
Your answer is used only to make the ads and recommendations you see more relevant. We store it securely and handle it in line with our Privacy Policy.
Can I change my answer later?
Yes. You can update your selection at any time in your 5 account Settings, where you can also manage your other privacy preferences.
Will I be asked again?
Not once you’ve made a selection, including “Prefer not to say”. If it didn’t save, we’ll ask again next time you sign in.
Where will I see this?
The screen is rolling out across the 5 website and apps, including mobile, tablet and TV devices. You may see it on some devices before others, but you only need to answer once.
Still have questions?
Contact our support team using the link below and we’ll be happy to help.