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Privacy Policy

Confidentiality | Transparency | Commitment

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At Designer Smiles, we value transparency and our attitude to our privacy policy is no exception.

We strive to be compliant with the requirements of the Data Protection Act (2018), the General Data Protection Regulation (GDPR) and the guidelines on the Information Commissioner’s website.

All data is managed by our team, with due respect and adherence to your rights to confidentiality and data protection and all information is gathered with the patients consent. As is routine, all patients are required to provide personal information when joining the practice. This includes basic information, such as your name, address, email address and phone numbers.

Basic information is used to contact patients with appointment reminders, referrals, seasonal offers and discounts. We also collect medical history and oral health related information when the patient joins the practice. This information is gathered exclusively to ensure that we can provide the best treatment to suit each patient’s individual needs.

We never pass your personal details to a third party unless we have a contract for them to process data on our behalf and will otherwise keep it confidential. If we intend to refer a patient to another practitioner or to secondary care such as a hospital we will gain the individual’s permission before the referral is made and the personal data is shared.


Non-patient related data-gathering:

  • Personal data obtained from all members of staff, employees and affiliates.

  • Special category data including health records and details of criminal record checks for managing our employees, contracted team members and any applicable affiliates. 


Data can be stored in various formats including:


  • A hard copy format

  • A digital copy format, which is Privacy Shield and Data Protection Act (2018) compliant

  • Our internal practice Software System which houses all patient records

The lawful basis for processing special category data such as patients’ and employees’ health data is:

"Processing is necessary for the purposes of preventative or occupational medicine, for assessing the working capacity of the employee, medical diagnosis, the provision of health or social care or treatment or management of health or social care systems and services on the basis of Union or Member State law or a contract with a health professional".

The lawful basis of processing personal data such as name, address, email or phone number is:

  • Consent of the data subject

  • Processing is necessary for the performance of a contract with the data subject or to take steps to enter into a contract


The retention period for special data in patient records is a minimum of 10 years and may be longer for complex records in order to meet our legal requirements. The retention period for staff records is 6 years. The retention periods for other personal data is 2 years after it was last processed. Details of other retention periods are available in the Record Retention procedure available from the practice.


You have the following personal data rights:

  • The right to be informed

  • The right of access

  • The right to rectification

  • The right to erasure (clinical records must be retained for a certain time period)

  • The right to restrict processing

  • The right to data portability

  • The right to object


If you are a patient of the practice you have the right to withdraw consent for important notifications, newsletters, surveys or marketing. You can inform us to correct errors in your personal details or withdraw consent from communication methods such as telephone, email or text. You have the right to obtain a free copy of your patient records within one month.


If you are not a patient of the practice you have the right to withdraw consent for processing personal data, to have a free copy of it within one month, to correct errors in it or to ask us to delete it. You can also withdraw consent from communication methods such as telephone, email or text.


Feedback and Complaints

If you are unhappy with the terms of our policy or if you need any advice you should contact the Information Commissioner’s Office (ICO). Their telephone number is 0303 123 1113 and you can also speak to an advisor online. The ICO can investigate your claim and take action against anyone who’s misused personal data. You can also visit their website for information on how to make a data protection complaint.

If you have any comments, suggestions or complaints please do not hesitate to get in touch with management. You can also request a copy of our Privacy Policy by contacting us through the various means listed below:

We value all your comments, concerns and feedback equally.

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