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Privacy Policy

This Privacy Policy explains how Pearl Dental Practice (“we”, “us”) collects, uses and protects your personal data when you use our website and services. We act as the Data Controller for the personal data we process.

Who we are

Legal entity: Pearl Dental Practice
Registered/Correspondence address: 1531 Stratford Road, Hall Green, Birmingham, B28 9JA
Email: [email protected]
Website: https://pearldentalpractice.co.uk/

Personal data we collect

  • Contact details (name, email, phone), enquiry content and appointment information.
  • Website usage data (pages viewed, interactions, IP and device data) via cookies/analytics.
  • Treatment-related information you provide to us or that we generate while providing care (dental practices only).

Lawful bases for processing

We process personal data under one or more of the following lawful bases in Article 6 UK GDPR:

  • Contract – to provide quotes, appointments or services you request.
  • Legal obligation – e.g. tax/healthcare record-keeping requirements.
  • Legitimate interests – to operate and improve our website/services and respond to enquiries. We balance these interests against your rights and freedoms.
  • Consent – e.g. optional marketing communications. You may withdraw consent at any time.

Where processing special category data (health data), we rely on Article 9(2)(h) (health or social care) and applicable UK law (DPA 2018 Sch. 1) in addition to Article 6 bases above.

How we use your data

  • To respond to enquiries and provide our services.
  • To manage appointments and communications.
  • To maintain records and meet legal/regulatory obligations.
  • To improve our website (analytics) and prevent fraud/abuse.
  • With your consent, to send marketing updates which you can opt out of at any time.

Sharing your data

We may share data with trusted providers who help us run our services (e.g. IT, hosting, email, analytics, payment, practice management). These processors are bound by contracts and only process data on our instructions. We may also share data where required by law or to establish, exercise or defend legal claims.

International transfers

If we transfer personal data outside the UK, we ensure appropriate safeguards are in place (e.g. UK IDTA/Addendum, standard contractual clauses, or adequacy regulations).

Retention

We keep personal data only as long as necessary. Typical retention: enquiry records up to 24 months; financial records 6 years; clinical records in line with NHS/private dentistry requirements (usually a minimum of 11 years for adults or until 25th birthday for children, whichever is longer). We then securely delete or anonymise data.

Your rights

  • Access, rectification, erasure, restriction, portability and objection.
  • Where processing relies on consent, the right to withdraw at any time.

To exercise your rights, contact us at [email protected]. We respond within one month. No fee applies unless a request is manifestly unfounded or excessive.

Cookies & analytics

We use cookies and similar technologies to run the site and understand usage. You can manage non-essential cookies via your browser or our cookie controls. See our Cookies section for details.

Third-party links

Our site may link to third-party websites. We are not responsible for their privacy practices.

How to complain

You can contact us at [email protected]. You also have the right to complain to the Information Commissioner’s Office (ICO): ico.org.uk.

Changes to this notice

We may update this notice from time to time. The latest version is published on our website: https://pearldentalpractice.co.uk/privacy-policy. Last updated: 2025-11-12.