Privacy Policy — Smiles and Smiles

Our Privacy Policy

Date of last update: 09/04/2025

Who we are

Smiles and Smiles Limited (‘we’,’us’, ‘our’) is registered in England under company number 06044976 and has its registered office at 146 Freston Road, London, W10 6TR. Our website (‘website’) is www.smilesandsmiles.co.uk.

What we do

We are leader in cosmetic dentistry, providing treatment services and products to deliver a seamless, stress-free approach to Composite Bonding, Aligners, Whitening, Veneers, Implants, and more to create confident, custom smile.

How we protect your privacy

In general, when you interact with us, visiting or registering on our website, contact us via telephone, online or in person meetings/consultations or by visiting one of our clinics we may collect data from you. This policy sets out how this may be done, what type of information may be collected, and how we may use this information and how we may share this information with selected partners for both services we offer and that maybe offered through our partners.

We are committed to protecting your privacy. Below sets out how we do this.

Information we collect from you
What we do with the information we collect
Who we share your personal information with
How long we keep our information
Cookies and advertisements
Links to other sites
Marketing, consent, and do not contact
Children’s Privacy
Social media and review websites
International data transfers
Your rights
Updates
Contact us

Information we collect from you

How we collect your data

We collect your information via the following methods: Website Data (including request forms, chatbots, website analytical data such as cookie data), telephone, social media (Instagram, TikTok, Facebook), face to face (including virtual consultations, in-clinic consultation), email and via messaging apps (such as WhatsApp, or SMS).

Types of data we collect

To better understand and serve your needs/requests, in relation to the services we offer, our team need to collect certain personal information in order for us to provide our services and advice to you. The personal information may include.

Type of information	Examples	Legal basis for collection
Contact information	First and Last Names, Email Addresses, Personal Addresses, Telephone Numbers.	Consent, and Legitimate Interest – to provide information back to you any enquiry about our services.
Personal and medical information	Your Age (Date of Birth), gender, general health information relevant to the services we offer. We may ask for your Clinical Dental Records, and other medical records that may impact the services you require. We require as part of the clinical services we offer to take photographs of your teeth – before/during and after treatment, in addition we may require moulds of your teeth and mouth.	Consent, and Legitimate Interest – to provide professional and clinical services and advice to you for the products and services you are interested in.In providing these services we will always endeavour to inform you along the way why we may need this Personal and Medical information and how it is relevant to the procedures and treatment services you are seeking from us.
Related persons information	Next of kin, your referral contacts: names and contact information, email addresses.	On occasions we may require next of kin information for emergencies, or you may choose to provide us with personal data about other people so that, for example, we can contact them with information about us. You must only share personal data with us if you have obtained their consent and permission to do so.
Financial information	Payment Details, such as credit card details.	Consent, and on a Contractual Basis for providing services and products to you under a contractual agreement. Agreements between you and us.
Incidental Meta Data	Such as your IP address, or cookie information	Consent and on a legitimate interest basis, where we can analysis internet traffic to your site, or request information to our company via online forms from both our and other websites, such as social media sites.

What we do with the information we collect

The personal information we gather from your use of our site, or provided by you, via the other alternative methods above, maybe used:

To set up your patient, contact and payment records with our systems.
To contact you about the services you have enquired about.
To set up appointments with our clinical and consultant staff – virtually or in person.
To provide you with relevant documentation about the products and services you have enquired about.
To provide details of your medical history and requirements to the dental physicians who will be advising and treating you regarding the services we offer.
To invite you to take part in surveys.
Where appropriate, subject to consent, to provide marketing to you or offer future products and services to you.
To maintain communication with you regarding treatment if you have indicated you are interested in such services and products we provide, or if you have chosen to take up our services/products and are currently in a treatment plan provide by one of our dental practitioners.
To gather and analysis demographic information about user trends, such as, age, gender, income levels.
To provide to our third-party suppliers, where appropriate and under your consent, relevant medical records, including moulds, pictures, and other dental information that would be used to provide you services such as aligners, veneers, crowns etc. that are required under any treatment plan you are agreeing to.
To allow us to take payment for the services and products we offer via recognised and secure payment gateways.
We may use some generalised personal information to assist us in training our staff.
To liaise with third parties, where appropriate and under your consent, about your treatment, products or services required for your treatment, and/or enquiries as to the financing of your treatment.
To maintain our financial and legal requirements regarding documents retention by law, and by our document retention policy. These documents may contain your personal information including sensitive information but be held in secure and safe environments electronically, and at some times physically (such as moulds or other identifiable information).
To help in any dispute resolution that may or may not arise between all parties regarding your treatment.
Where you have provided consent specifically to do so, we may use your personal information regarding your individual treatment in marketing materials.

Who we share your personal information with

We partner with other businesses to assist us in providing you with the services and products you need for your treatment. In order to do so we may need to send some of your personal information, and sensitive personal information (such as medical information) to these partners. Information could include:

Sending scans, moulds, photographs of your teeth/mouth and/or some personal medical information (such as allergies, previous treatment information etc) to labs, or service providers such as aligner manufacturers to provide you with a personalised service/treatment for your desired smile or dental work.
Where you have consented to, to third party marketing organisations. This information will only ever be via your consent, and no sensitive health or other special category information will never be sent, unless you instruct us to do so.
Where you may have taken out financing options with our finance partners, we may exchange identifiable information, such as their or our account number for you, such as account ID, your email, your name, etc. This is to help both us and the finance companies, who are funding your treatment, understand where you are in the funding and treatment process and to identify and attempt to resolve any payment issues regarding your treatment.
If instructed by law, we may be required to share your personal information to appropriate legal agencies (including regulators) or enforcement agencies.
As part of operating a website, and online systems we may share anonymised information to system providers in order to us use analytical tools for understanding our traffic location to suppliers of systems
In the event of potential merger, acquisition, debt financing, sale of company assets or similar transaction, as well as in the event of insolvency, bankruptcy or receivership we may be required to transfer to third parties as one of our business assets.
By your instruction, we may disclose personal information including sensitive information to persons/organisations (such as other dental services companies) if instructed by yourself.

How long we keep your information

We retain personal information where we have an ongoing legitimate business need to do so (for example, to provide you with the goods and services or to comply with applicable legal, tax or accounting requirements.

When we have no ongoing legitimate business need to process your information, we will either delete or anonymise it.

We may while maintaining our business records remove or delete any sensitive information such as personal health information before we delete or remove any other personal information, such as email addresses, contact details etc.

We maintain our records in line with our retention policy, and in line with good General Data Protection Regulation (‘GDPR’) practices.

Upon a deletion request by yourself, and subject to the legitimate interest basis for holding our information, you can request for your personal information to be deleted. This may be done by us via anonymising your personal information, so that any remaining data is no long personally identifiable.

Children’s privacy

We do not offer our products and services to children, and we do not knowingly collect Personal Data of children without parental consent, unless permitted by law. If you are a child, you must have your parent’s permission to use our services. If you learn that a child has provided us with their Personal Data without parental consent, you may contact us, as described below, and if appropriate, we will securely and permanently delete it, in accordance with applicable law.

Cookies and marketing advertisements

When you visit our website, we may collect certain information automatically from your device via cookies etc. The information we collect automatically may include information like your IP address, device type, unique device identification numbers, browser-type, general geographic location data, and other technical information. We also collect information about how your device interacted with our website, including the pages accessed and links clicked. These could also include links we may sent to you via email or via SMS.

Collecting this information enables us to better understand the visitors who came to our website, where they come from, and what content of our website is of interest to them. We use this information for internal analytics purposes and to improve quality and relevance of our website to visitors.

You can change how we collect and what we collect by changing your cookies preferences at any time by clicking on cookie control icon on your website. Please refer to the cookie control icon on our website for further information.

Our website or emails to you may contain links to other services/products we or our partners offer in addition to information you have requested or specific details about your treatment or consultation (such as booking confirmation emails). These links or advertisements are only attached or embedded on our website or emails for you interest only.

Links to other sites

Our website, emails, and sms communications may contain contact links to other websites merely as a convenience. Smiles and Smiles Limited are not responsible for the privacy practices or content of such other websites.

Also, you may have the opportunity to share your information with other websites, such as social media websites or review websites. We may provide a convenient link to let you do this easily, but we are not responsible for, and we cannot control their website or your posts/sharing. You are encouraged to review the privacy policies and information collection practices of these other websites and social media sites.

Marketing and do not contact

We may send you information about us from time to time if you have given us your consent (where required).

We provide you the opportunity to request to stop receiving electronic communications from either us, or our partners, by withdrawing your consent. If you do not want to receive communications from us, please tell us when we collect your information or you can unsubscribe using this linkhttps://smilesandsmiles.co.uk/unsubscribe-link/ by putting in your email address. You may also use the convenient unsubscribe feature included within emails themselves. Please allow us enough time to process your request.

Keep in mind, this withdrawal of consent does not apply to necessary communications, such as responding to an inquiry, and is revoked if you later request information from us, for example, if you sign up to receive news alerts from us.

Social media and review websites

User generated content. If you are a user of Facebook, Instagram, X (formally known as twitter) or other social media sites with public account settings and you hash-tag using one of our public campaigns, such as #smilesandsmiles we will be able to pull your reviews of our products and services from the social media websites and post them on our website. This is so that we can share your opinions about our products and services with the visitors of our website. Before being posted in our website, your comments will be reviewed by us. Please do not use these hashtags if you do not wish that your reviews are made available on our website.

By posting or otherwise making available any content on a public social media platform about your Smiles and Smiles experience and responding “yes” if we ask for your permission to re-post content on our owned channels, such as Facebook, Instagram and others, you represent and warrant that you are eighteen (18) years of age or older.

If you leave feedback on public review websites, such as Trustpilot, we may, subject to the terms and conditions of the website, use these reviews within our own site or in communications such as marketing emails. We will only use the name you provided on these review websites in regard to these reviews unless we get your permission to use other identifiable information.

International data transfers

We are based in the United Kingdom (‘UK’), and we hold data within the UK and within the European Economic Area (‘EEA’). We do so because the relevant government authorities have identified that the countries within the EEA and UK as having adequate data protection laws. Transfers out of these regions, such as using email services based in the United States, are done so via appropriate encryption and by recognised legal authority approved under GDPR regulation.

Security

Our website and other systems we use have appropriate technical and organisational security measures in place to try to protect against the destruction, loss, misuse and alteration, unauthorised disclosure or access of the information under our control. Our web portals transmit patient information (including any personal data) securely via HTTPS and other secure methods, such as SFTP, or encrypted link transfers.

Your rights

We conform to the GDPR rules regarding your rights concerning access, disclosure, amendment, or deletion (as determined by applicable law), you may contact us at the address or email listed below.

Individuals may contact us regarding their rights to:

Access, correct, update or request deletion of their personal information
Object to processing of their personal information, ask us to restrict processing of their personal information or request its portability.
Opt-out of marketing communications we send you at any time. You can exercise this right by clicking on the “unsubscribe” or “opt-out” link in the marketing e-mails we send you. To opt-out of other forms of marketing (such as postal marketing or telemarketing), then please contact us using the contact details provided below.
Withdraw your consent at any time, if we have collected and processed your personal information with your consent. Withdrawing your consent will not affect the lawfulness of any processing we conducted prior to your withdrawal, nor will it affect processing of your personal information conducted in reliance on lawful processing grounds other than consent.
Complain to a data protection authority about our collection and use of your personal information. For more information, please contact the Information Commissioner Office (‘ICO’) https://ico.org.uk/.

These are just examples, and your particular rights may not be listed here as an example.

Updates

We may update this statement from time to time. When we do, we will list the last updated date at the beginning of the statement. Notice of such update and/or modification will be provided on our website or to you directly if required by law. We encourage you to periodically review this statement to stay informed about how we collect, use and share personal information. If you do not agree to these changes, please do not continue to use the website.

Contact us

If you have any questions about our privacy policy, the practices of our website, your information, or your rights regarding your information, or your dealings with us, please contact our Data Protection Manager:

EMAIL: DataProtectionManager@smilesandsmiles.co.uk

Address: Data Protection Manager, Smiles and Smiles Limited, Phoenix Brewery, 13 Bramley Road, London, W106SP.