This policy explains what personal information this website handles, why, on what legal basis, how long it is kept and what rights you have over it.
Data controller details to be added
The identity of the data controller was not supplied when this page was built and has not been invented. Complete the lines below with verified details before publication, and have the finished policy reviewed by a suitably qualified adviser so that it accurately reflects how information is actually handled in practice.
- Data controller name: to be added
- Registered address: to be added
- Contact point for privacy enquiries: to be added
- Information Commissioner's Office registration number, if applicable: to be added
- Date this policy last took effect: to be added
Information This Website Collects
Information You Provide Directly
If you contact this service, you may provide your name, contact details, a description of your dental concern, relevant medical or dental history and, in some cases, photographs of your teeth. This information is provided by you voluntarily and is used to respond to your enquiry and, where treatment follows, to plan and record it.
Information Collected Automatically
Like most websites, this site may record technical information when you visit: your device type, browser, operating system, approximate location derived from your IP address, the pages you view and the time of your visit. This information is used to keep the site working correctly and secure, and to understand in aggregate which pages are useful. It is not used to identify you personally.
Cookies
Cookies are small files stored by your browser. Strictly necessary cookies keep the site functioning and do not require consent. Any analytics, preference or marketing cookies require your consent before being set, and you may withdraw that consent at any time. You can also control cookies through your browser settings, though disabling all cookies may affect how parts of the site behave. This site loads a web font service from a third party, which means your browser makes a request to that provider when a page loads; that provider will receive your IP address as a necessary part of delivering the font.
Why Information Is Used and on What Basis
Personal information is processed only where there is a lawful basis for doing so. In practice the following apply.
- To respond to your enquiry. Basis: taking steps at your request before entering into a contract, or legitimate interests in responding to a message you have sent.
- To assess suitability for treatment and to plan and record it. Basis: performance of a contract, together with the additional conditions that apply to health information.
- To keep clinical records. Basis: legal obligation and legitimate interests in maintaining an accurate record of care provided.
- To operate and secure the website. Basis: legitimate interests in keeping the service available and protected.
- To send marketing communications. Basis: your consent, which you may withdraw at any time without affecting anything done before withdrawal.
- To publish before-and-after photographs. Basis: your explicit, specific and separately obtained consent. Consent to a clinical record photograph is never treated as consent to publish.
Health Information
Information about your health, including dental and medical history, belongs to a special category and is treated with additional care. It is collected only where it is necessary to assess whether treatment is appropriate and to deliver it safely, it is accessible only to those who need it for that purpose, and it is never used for marketing.
Information About Children
This website is intended for adults. Cosmetic whitening products in the relevant concentration range are not to be used on people under 18, and information is not knowingly collected from children. If you believe a child has provided personal information through this site, please make contact so that it can be deleted.
Sharing, Storage and Retention
Who Information May Be Shared With
Personal information is not sold, rented or traded. It may be shared with service providers who process it on instruction — for example website hosting, email delivery or appointment management — under contracts requiring them to protect it and to use it only for the purpose provided. It may also be shared with a dental professional involved in your care where that is necessary, with insurers or professional advisers where a claim or complaint arises, and with regulators or authorities where there is a legal obligation to do so.
International Transfers
Some service providers may store or process data outside the UK. Where that happens, appropriate safeguards are required so that your information continues to receive an equivalent standard of protection, such as adequacy arrangements or approved contractual clauses.
How Long Information Is Kept
Enquiries that do not lead to treatment are kept only as long as needed to deal with them and for a short period afterwards. Clinical records are retained for the period required by professional guidance and applicable law, which is considerably longer. Website analytics data is retained in aggregate form. Marketing consent records are kept for as long as the consent is relied upon, plus a period afterwards to evidence that it was properly obtained.
Security
Appropriate technical and organisational measures are used to protect personal information against loss, misuse and unauthorised access, including access controls, secure storage and staff awareness of confidentiality obligations. No system can be guaranteed completely secure, and information sent over the internet is transmitted at your own risk; please avoid sending sensitive health information through insecure channels.
Your Rights
Under UK data protection law you have a number of rights over your personal information. These include the right to be told how your information is used, to obtain a copy of it, to have inaccurate information corrected, to request erasure in certain circumstances, to restrict or object to certain processing, to receive information you provided in a portable format, and to withdraw consent at any time where consent is the basis relied upon.
Some rights are qualified rather than absolute. Clinical records in particular are subject to retention obligations, which means a request to delete them cannot always be granted. Where a request cannot be met in full, you will be told why.
To exercise any of these rights, use the contact point given at the top of this page once it has been completed. A response should be provided within one month, and there is normally no charge. If you are not satisfied with how a request has been handled, you may complain to the Information Commissioner's Office, the UK's independent authority for data protection.
Automated Decisions and Profiling
No decisions with legal or similarly significant effects are made about you by automated means, and your information is not used to build marketing profiles.
Links to Other Websites
Where this site links to another website, that site has its own privacy practices and this policy does not apply to it. Please read the privacy information on any site you visit through a link from here.
Changes to This Policy
This policy may be updated to reflect changes in how information is handled or in the law. The effective date will be shown at the top of the page once completed, and material changes will be made clear. Please check back periodically.
For related information, see the terms and conditions governing use of this site, and the contact page for how enquiries are handled.