diff --git a/README.md b/README.md
index 7e3a8af..edd3841 100644
--- a/README.md
+++ b/README.md
@@ -227,6 +227,8 @@ See [server-infra IMPLEMENTATION.md](https://git.aimloperations.com/ai_ml_operat
 - Script: `https://tianji.aimloperations.com/tracker.js`
 - **Page views** always load on prod/beta (no consent gate)
 - **Custom events / identify** require analytics consent (`AnalyticsConsentBanner` + `trackEvent` / `identifyUser`)
+- Consent choice stored in `localStorage` key `hesychia_analytics_consent_v1` (`granted` / `denied`)
+- Banner links to `/terms_of_service/#analytics` for the always-on vs optional split
 
 ## Related repos
 
diff --git a/llm-fe/src/llm-fe/components/AnalyticsConsentBanner/AnalyticsConsentBanner.test.tsx b/llm-fe/src/llm-fe/components/AnalyticsConsentBanner/AnalyticsConsentBanner.test.tsx
index 7589137..7f39157 100644
--- a/llm-fe/src/llm-fe/components/AnalyticsConsentBanner/AnalyticsConsentBanner.test.tsx
+++ b/llm-fe/src/llm-fe/components/AnalyticsConsentBanner/AnalyticsConsentBanner.test.tsx
@@ -29,19 +29,23 @@ describe('AnalyticsConsentBanner', () => {
     renderBanner();
     expect(screen.getByRole('dialog', { name: /analytics consent/i })).toBeInTheDocument();
     expect(screen.getByText(/Help us improve Hesychia/i)).toBeInTheDocument();
+    expect(screen.getByRole('link', { name: /Analytics and Cookies/i })).toHaveAttribute(
+      'href',
+      '/terms_of_service/#analytics',
+    );
   });
 
   it('hides after accept and persists granted', () => {
     renderBanner();
     fireEvent.click(screen.getByRole('button', { name: /accept analytics/i }));
     expect(screen.queryByRole('dialog', { name: /analytics consent/i })).not.toBeInTheDocument();
-    expect(localStorage.getItem('hesychia_analytics_consent')).toBe('granted');
+    expect(localStorage.getItem('hesychia_analytics_consent_v1')).toBe('granted');
   });
 
   it('hides after decline and persists denied', () => {
     renderBanner();
     fireEvent.click(screen.getByRole('button', { name: /decline/i }));
     expect(screen.queryByRole('dialog', { name: /analytics consent/i })).not.toBeInTheDocument();
-    expect(localStorage.getItem('hesychia_analytics_consent')).toBe('denied');
+    expect(localStorage.getItem('hesychia_analytics_consent_v1')).toBe('denied');
   });
 });
diff --git a/llm-fe/src/llm-fe/components/AnalyticsConsentBanner/AnalyticsConsentBanner.tsx b/llm-fe/src/llm-fe/components/AnalyticsConsentBanner/AnalyticsConsentBanner.tsx
index 6703848..3662c34 100644
--- a/llm-fe/src/llm-fe/components/AnalyticsConsentBanner/AnalyticsConsentBanner.tsx
+++ b/llm-fe/src/llm-fe/components/AnalyticsConsentBanner/AnalyticsConsentBanner.tsx
@@ -51,11 +51,15 @@ const AnalyticsConsentBanner = (): JSX.Element | null => {
               We always collect anonymous page views and referral data to understand traffic.
               With your consent, we also collect how you use features (sign-in, checkout, chat
               actions, and similar). We do not use advertising cookies. When you accept and are
-              signed in, we may associate that activity with your account. See our{' '}
-              <Link component={RouterLink} to="/terms_of_service/" underline="hover">
-                Terms of Service
+              signed in, we may associate that activity with your account. See the{' '}
+              <Link
+                component={RouterLink}
+                to="/terms_of_service/#analytics"
+                underline="hover"
+              >
+                Analytics and Cookies
               </Link>{' '}
-              for details.
+              section of our Terms of Service for details.
             </Typography>
           </Box>
           <Stack direction={{ xs: 'column', sm: 'row' }} spacing={1} sx={{ flexShrink: 0 }}>
diff --git a/llm-fe/src/llm-fe/utils/analytics.test.ts b/llm-fe/src/llm-fe/utils/analytics.test.ts
index 3ae4dac..921c99c 100644
--- a/llm-fe/src/llm-fe/utils/analytics.test.ts
+++ b/llm-fe/src/llm-fe/utils/analytics.test.ts
@@ -23,7 +23,7 @@ describe('analytics event helpers', () => {
   });
 
   it('tracks custom events when consent granted', () => {
-    localStorage.setItem('hesychia_analytics_consent', 'granted');
+    localStorage.setItem('hesychia_analytics_consent_v1', 'granted');
     const track = jest.fn();
     window.tianji = { track, identify: jest.fn() };
 
@@ -32,7 +32,7 @@ describe('analytics event helpers', () => {
   });
 
   it('queues events until tianji is ready then flushes after consent', () => {
-    localStorage.setItem('hesychia_analytics_consent', 'granted');
+    localStorage.setItem('hesychia_analytics_consent_v1', 'granted');
 
     trackEvent('Checkout Started');
     const track = jest.fn();
@@ -49,7 +49,7 @@ describe('analytics event helpers', () => {
     identifyUser({ userId: 'u1' });
     expect(identify).not.toHaveBeenCalled();
 
-    localStorage.setItem('hesychia_analytics_consent', 'granted');
+    localStorage.setItem('hesychia_analytics_consent_v1', 'granted');
     identifyUser({ userId: 'u1' });
     expect(identify).toHaveBeenCalledWith({ userId: 'u1' });
   });
diff --git a/llm-fe/src/llm-fe/utils/analyticsConsent.test.ts b/llm-fe/src/llm-fe/utils/analyticsConsent.test.ts
index 448137c..d151a61 100644
--- a/llm-fe/src/llm-fe/utils/analyticsConsent.test.ts
+++ b/llm-fe/src/llm-fe/utils/analyticsConsent.test.ts
@@ -5,10 +5,9 @@ import {
   isAnalyticsEnvironment,
   setAnalyticsConsent,
   ANALYTICS_CONSENT_CHANGED_EVENT,
+  CONSENT_STORAGE_KEY,
 } from './analyticsConsent';
 
-const CONSENT_KEY = 'hesychia_analytics_consent';
-
 describe('isAnalyticsEnvironment', () => {
   const originalEnv = process.env;
 
@@ -64,26 +63,33 @@ describe('analytics consent storage', () => {
     expect(hasAnalyticsConsent()).toBe(true);
   });
 
-  it('reads granted and denied from localStorage', () => {
-    localStorage.setItem(CONSENT_KEY, 'granted');
+  it('reads granted and denied from versioned localStorage key', () => {
+    localStorage.setItem(CONSENT_STORAGE_KEY, 'granted');
     expect(getAnalyticsConsent()).toBe('granted');
     expect(isAnalyticsConsentResolved()).toBe(true);
 
-    localStorage.setItem(CONSENT_KEY, 'denied');
+    localStorage.setItem(CONSENT_STORAGE_KEY, 'denied');
     expect(getAnalyticsConsent()).toBe('denied');
     expect(hasAnalyticsConsent()).toBe(false);
   });
 
+  it('migrates legacy consent key to v1', () => {
+    localStorage.setItem('hesychia_analytics_consent', 'granted');
+    expect(getAnalyticsConsent()).toBe('granted');
+    expect(localStorage.getItem(CONSENT_STORAGE_KEY)).toBe('granted');
+    expect(localStorage.getItem('hesychia_analytics_consent')).toBeNull();
+  });
+
   it('persists consent and dispatches change event', () => {
     const listener = jest.fn();
     window.addEventListener(ANALYTICS_CONSENT_CHANGED_EVENT, listener);
 
     setAnalyticsConsent('denied');
-    expect(localStorage.getItem(CONSENT_KEY)).toBe('denied');
+    expect(localStorage.getItem(CONSENT_STORAGE_KEY)).toBe('denied');
     expect(listener).toHaveBeenCalled();
 
     setAnalyticsConsent('granted');
-    expect(localStorage.getItem(CONSENT_KEY)).toBe('granted');
+    expect(localStorage.getItem(CONSENT_STORAGE_KEY)).toBe('granted');
 
     window.removeEventListener(ANALYTICS_CONSENT_CHANGED_EVENT, listener);
   });
diff --git a/llm-fe/src/llm-fe/utils/analyticsConsent.ts b/llm-fe/src/llm-fe/utils/analyticsConsent.ts
index f95642f..36a1c3d 100644
--- a/llm-fe/src/llm-fe/utils/analyticsConsent.ts
+++ b/llm-fe/src/llm-fe/utils/analyticsConsent.ts
@@ -1,6 +1,10 @@
 export type AnalyticsConsentStatus = 'granted' | 'denied' | 'pending';
 
-const CONSENT_STORAGE_KEY = 'hesychia_analytics_consent';
+/** Versioned so policy/copy changes can force a fresh choice later. */
+export const CONSENT_STORAGE_KEY = 'hesychia_analytics_consent_v1';
+/** Pre-#37 key from beta Tianji baseline (#42); migrated once on read. */
+const LEGACY_CONSENT_STORAGE_KEY = 'hesychia_analytics_consent';
+
 export const ANALYTICS_CONSENT_CHANGED_EVENT = 'hesychia-analytics-consent-changed';
 
 /** Prod + beta builds only (CRA NODE_ENV is production for both). */
@@ -14,17 +18,27 @@ export const isAnalyticsEnvironment = (): boolean => {
   );
 };
 
-export const getAnalyticsConsent = (): AnalyticsConsentStatus => {
-  if (!isAnalyticsEnvironment()) return 'granted';
-
+const readStoredConsent = (): AnalyticsConsentStatus | null => {
   try {
-    const value = localStorage.getItem(CONSENT_STORAGE_KEY);
-    if (value === 'granted' || value === 'denied') return value;
+    const current = localStorage.getItem(CONSENT_STORAGE_KEY);
+    if (current === 'granted' || current === 'denied') return current;
+
+    const legacy = localStorage.getItem(LEGACY_CONSENT_STORAGE_KEY);
+    if (legacy === 'granted' || legacy === 'denied') {
+      localStorage.setItem(CONSENT_STORAGE_KEY, legacy);
+      localStorage.removeItem(LEGACY_CONSENT_STORAGE_KEY);
+      return legacy;
+    }
   } catch {
     /* localStorage unavailable */
   }
 
-  return 'pending';
+  return null;
+};
+
+export const getAnalyticsConsent = (): AnalyticsConsentStatus => {
+  if (!isAnalyticsEnvironment()) return 'granted';
+  return readStoredConsent() ?? 'pending';
 };
 
 export const hasAnalyticsConsent = (): boolean => getAnalyticsConsent() === 'granted';
@@ -34,6 +48,7 @@ export const isAnalyticsConsentResolved = (): boolean => getAnalyticsConsent() !
 export const setAnalyticsConsent = (status: 'granted' | 'denied'): void => {
   try {
     localStorage.setItem(CONSENT_STORAGE_KEY, status);
+    localStorage.removeItem(LEGACY_CONSENT_STORAGE_KEY);
   } catch {
     /* localStorage unavailable */
   }