Privacy Policy
Last updated: 15/11/2021
1. Introduction
We take your privacy very seriously. Please read this privacy policy carefully as it contains important information on who we are and how and why we collect, store, use and share your personal information. It also explains your rights in relation to your personal information and how to contact us or the UK Information Commissioner's Office (ICO) in the event you have a complaint.
We collect, use and are responsible for certain personal information about you. When we do so we are subject to the General Data Protection Regulation, which applies across the European Union (including in the UK) and we are responsible as 'controller' of that personal information for the purposes of those laws.
2. About Us
When we say "we" or "us" in this privacy policy, we mean Orthodontic Excellence. You can contact us at:
Address:
Orthodontic Excellence
816 Warwick Road
Solihull
West Midlands
B91 3EU
Phone: 0121 705 2566
Email: info@orthodonticexcellence.co.uk
3. Personal Information We Collect About You
We may collect and use the following personal information about you:
- your full name
- your email and phone number
- your postcode
- information about your appointment with us, including what orthodontic services you have requested
- limited information about your health (such as previous orthodontic work) in connection with your appointment
- information about how you use our website
- information about the device and programmes you are using to use our website such as your browser and operating system
This personal information is required to provide services to you. If you do not provide personal information we ask for, it may delay or prevent us from providing services to you.
4. How Your Personal Information Is Collected
We collect personal information directly from you, whether via our website or when contacting you about your appointment.
We may also collect personal information from cookies on our website (more information is set out in section 10 below) and from our IT systems (such as appointment logs, automated monitoring of our websites, instant messaging systems) and CCTV.
5. How and Why We Use Your Personal Information
Under data protection law, we can only use your personal information if we have a proper reason for doing so, e.g.:
- for the performance of our contract with you or to take steps at your request before entering into a contract (such as arranging your first appointment);
- to comply with our legal and/or regulatory obligations;
- for our legitimate interests or those of a third party; or
- where you have given consent.
A legitimate interest is when we have a business or commercial reason to use your information so long as this is not overridden by your own rights and interests.
If you are interested in booking an appointment with us, we will need to collect personal information from you in order to take steps necessary to process your appointment and to provide you with the services you have requested from us.
The technical information gathered from the use of our website (including through our use of cookies) which may include personal data, is used for our legitimate interest of ensuring that our website is functioning properly and to help us make business decisions about the information to be provided on our website.
6. Marketing Communications
We may use your personal information to send you updates by email, text message, telephone or post about our services, events, news and promotions.
We may send marketing communications to you as an existing customer about similar products we think you may be interested in, however we will always give you the opportunity to opt-out or unsubscribe from these communications if you wish.
We will always treat your personal information with the utmost respect and never share it with other organisations for marketing purposes.
You have the right to opt out of receiving promotional communications at any time by using the "unsubscribe" link in emails or contacting us at the details above.
We may ask you to confirm or update your marketing preferences in the future or if there are changes in the law, regulation or the structure of our business.
7. Who We Share Your Personal Information With
We routinely share personal information with:
- third parties we use to help deliver our services, e.g. IT and digital service providers, such as our supplier who hosts this website and data collected from it on our behalf and helps us co-ordinate and send marketing communications;
- our professional services advisers (such as lawyers, accountants and auditors)
- Google Analytics: we work with Google Analytics to automatically collect information including: IP address; MAC (Media Access Control) address; unique identifier or other persistent or non-persistent device identifier; device software platform and firmware, mobile phone carrier and geo location data to help us understand your use of our website such as how often you return, what parts of the website you visit, how you use the website and how long you spend on the website. This third party provider is prohibited from using your data for any other purposes. Go to http://www.google.com/analytics/terms/us.html to read the Google Analytics Privacy Policy.
- Sendgrid: this is the system we use to send email notifications from our website, which is needed to ensure that email notifications get to delivered to their intended destination and minimize the chance of them being blocked by spam filters. This includes sending you email confirmations where required or requested; for example, if you have requested to download a guide, we will then send you an email containing the guide or a link to view the guide. SendGrid does not store the content of the emails, but information such as your email address and time the email was sent, which is required for it perform its functions.
We only allow our service providers to handle your personal information if we are satisfied they take appropriate measures to protect your personal information. We also impose contractual obligations on service providers to ensure they can only use your personal information to provide services to us and to you.
We may disclose and exchange information with law enforcement agencies and regulatory bodies to comply with our legal and regulatory obligations.
We may also need to share some personal information with other parties, such as potential buyers of some or all of our business or during a re-structuring. Usually, information will be anonymised but this may not always be possible. The recipient of the information will be bound by confidentiality obligations.
8. How Long Your Personal Information Will Be Kept
We will keep your personal information while you have an account with us or while we are providing services to you. Thereafter, we will keep your personal information for as long as is necessary:
- to respond to any questions, complaints or claims made by you or on your behalf;
- to show that we treated you fairly; and
- to keep records required by law.
We will not retain your personal information for longer than necessary for the purposes set out in this policy. Different retention periods apply for different types of personal information.
When it is no longer necessary to retain your personal information, we will delete or anonymise it.
9. Transferring Your Personal Information Out of the EEA
To deliver services to you, it is sometimes necessary for us to share your personal information outside the European Economic Area (EEA), e.g.:
- with our service providers located outside the EEA;
- if you are based outside the EEA;
- where there is an international dimension to the services we are providing to you.
These non-EEA countries do not have the same data protection laws as the United Kingdom and EEA. We will, however, ensure the transfer complies with data protection law and all personal information will be secure. Our standard practice is to use standard data protection contract clauses that have been approved by the European Commission. If you would like further information please contact us (see 'How to contact us' above).
10. Cookies
A cookie is a small text file which is placed onto your device (e.g. computer, smartphone or other electronic device) when you use our website. We use cookies on this website. For example we use cookies to:
- recognise you whenever you visit this website (this speeds up your access to the website as you do not have to log in each time);
- obtain information about your preferences, online movements and use of the internet;
- carry out research and statistical analysis to help improve our content, products and services and to help us better understand our visitor requirements and interests;
- make our website and advertising displayed on it more relevant to your interests.
Some of these cookies are session based which means they expire at the end of your browser session and allow us to link your actions during that particular browser session. Others, known as persistent cookies, remain on your device for a period of time (or until you delete them) and allow us to store your preferences and recognise you on subsequent visits.
We will ask for your consent to placing cookies on your device, except where essential cookies are used.
Cookie Details
The following table explains the cookies we use and why:
| Cookie Name | What it does | Why is it used | How long it lasts |
|---|---|---|---|
| CONCRETE5 | Session cookie enabling server response to user actions | Content management system operation | Expires when tab closes |
| CONCRETE5_INSTALL_TEST | Session cookie enabling server response to user actions | CMS operation | Expires when tab closes |
| __utma, __utmb, __utmc, __utmz, _ga, LSID, GALX, GoogleAccountsLocale_session | Google Analytics tracking | Web analytics for usage patterns | 2 years (longest); 6 months, 30 minutes or session (others) |
| landing | BugHerd login memory | Bug tracking for web development | Sessional |
| LOGIN_INFO, demographics, VISITOR_INFO1_LIVE | YouTube identifiers and login info | Measure YouTube user behaviour; linked to Google accounts if logged in | Most expire 10 years after last visit |
| GAPS, NID, PREF, SNID, GoogleAccountsLocale_session | Google Calendar identifiers and preferences | Calendar tracking and user behaviour measurement | 2 years (longest) |
| khcookie, APISID, S_awfe, SSID, SS, SID, SAPISID, PREF | Google Maps identifiers and preferences | Maps user tracking and behaviour measurement | 10 years (most); SS expires after 10 years |
| HSID, NID, PREF, SAPISID, SID, SSID, S, S_adsense, BEAT, ULS, OTZ | Google Plus sharing cookies | Social networking and page sharing | 2 years (longest) |
| act, c_user, csm, dart, fr, lu, p, pl, presence, s, sub, xs, datr | Facebook sharing cookies | Social networking and page sharing | 2 years (longest) |
| __adroll, __consent | AdRoll platform cookies and tracking pixels | Online marketing and remarketing | 2 years (longest) |
| SnapABugRef, SnapABugHistory, SnapABugVisit, SnapABugNoProactiveChat, SnapABugChatSession, SnapABugUserEmail | Live chat tracking (origin, chat progress, visitor email) | SnapEngage live chat software operation | 0 mins to 1 year |
| _clientIdTracked | User activity and traffic source tracking | GrowDental/TIO analytics | 2 years (longest) |
The only personal information about the visitor stored in a cookie is the email address they provided. This information is scrambled (not readable in plain text).
You can set your browser not to accept cookies. The websites below tell you how to do this. However some of our features may not function as a result.
For more information about cookies please visit the ICO's webpage: https://ico.org.uk/for-the-public/online/cookies/
11. Your Privacy Rights
You have the following rights, which you can exercise free of charge:
| Right | Description |
|---|---|
| Access | The right to be provided with a copy of your personal information (the right of access) |
| Rectification | The right to require us to correct any mistakes in your personal information |
| Erasure | The right to require us to delete your personal information - in certain situations |
| Restriction of processing | The right to require us to restrict processing of your personal information - in certain circumstances, e.g. if you contest the accuracy of the data |
| Data portability | The right to receive the personal information you provided to us, in a structured, commonly used and machine-readable format and/or transmit that data to a third party - in certain situations |
| To object | The right to object: at any time to your personal information being processed for direct marketing (including profiling); in certain other situations to our continued processing of your personal information, e.g. processing carried out for the purpose of our legitimate interests. |
| Not to be subject to automated decision-making | The right not to be subject to a decision based solely on automated processing (including profiling) that produces legal effects concerning you or similarly significantly affects you |
For more information on each of those rights, including the circumstances in which they apply, please contact us or see the Guidance from the UK Information Commissioner's Office (ICO) on individuals' rights under the General Data Protection Regulation.
If you would like to exercise any of those rights, please:
- email, call or write to us - see below: 'How to contact us'; and
- let us have enough information to identify you;
- let us have proof of your identity and address (a copy of your driving licence or passport and a recent utility or credit card bill); and
- let us know what right you want to exercise and the information to which your request relates.
12. Keeping Your Personal Information Secure
We have appropriate security measures to prevent personal information from being accidentally lost or used or accessed unlawfully. We limit access to your personal information to those who have a genuine business need to access it. Those processing your information will do so only in an authorised manner and are subject to a duty of confidentiality.
We also have procedures in place to deal with any suspected data security breach. We will notify you and any applicable regulator of a suspected data security breach where we are legally required to do so.
13. How to Complain
We hope that we can resolve any query or concern you may raise about our use of your information.
The General Data Protection Regulation also gives you right to lodge a complaint with a supervisory authority, in particular in the European Union (or European Economic Area) state where you work, normally live or where any alleged infringement of data protection laws occurred. The supervisory authority in the UK is the Information Commissioner who may be contacted at https://ico.org.uk/concerns/ or telephone: 0303 123 1113.
14. Changes to This Privacy Policy
This privacy policy was last updated on 15/11/2021.
We may change this privacy policy from time to time, when we do we will inform you via our website.