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Legal
Privacy Policy.
We take your privacy seriously. This policy explains what information we collect, why we collect it, and how you can control it.
Last updated: 3 July 2026
Eira Dental Studio (“Eira”, “we”, “us”) is the data controller for personal information collected through our website, booking system, and clinical services. We process data in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
Who we are
Eira Dental Studio is a private cosmetic and general dental practice registered in England and Wales. Our registered address is 14 Harley Street, London, W1G 9PH.
For privacy enquiries, contact our Data Protection Lead at privacy@eiradental.co.uk or call 020 7946 0123.
2. Information we collect
We may collect and process the following categories of personal data:
Identity & contact: name, date of birth, address, email, phone number.
Health data: dental records, medical history, treatment notes, X-rays, and clinical photographs (special category data).
Booking & communication: appointment preferences, enquiry messages, and correspondence with our team.
Website usage: IP address, browser type, pages visited, and cookie data (see Section 8).
Payment: billing details and transaction records (card details are processed by our payment provider and not stored by us).
3. How we use your information
We use your personal data to:
Provide dental care and maintain accurate clinical records.
Process appointment bookings, reminders, and follow-up communications.
Respond to enquiries submitted via our website or by phone/email.
Process payments and manage finance agreements where applicable.
Meet legal and regulatory obligations (GDC, CQC, HMRC, and NHS where relevant).
Improve our website and patient experience (with anonymised analytics where possible).
We do not sell your personal data. We never use health data for marketing without your explicit consent.
4. Legal basis for processing
Under UK GDPR, we rely on the following legal bases:
Consent: for optional marketing communications and non-essential cookies.
Contract: to deliver treatment you have requested or booked.
Legal obligation: to maintain dental records and comply with professional regulations.
Vital interests & health care: for processing special category health data necessary for your treatment.
Legitimate interests: for clinic administration, fraud prevention, and service improvement — balanced against your rights.
5. Sharing your information
We may share data with trusted third parties only where necessary:
Dental laboratories and specialists involved in your care.
IT providers, practice management software, and secure cloud storage (under data processing agreements).
Payment and finance providers for billing and instalment plans.
Regulatory bodies, insurers, or legal advisers when required by law.
All processors are required to protect your data and use it only for the specified purpose. We do not transfer data outside the UK/EEA unless adequate safeguards are in place.
6. How long we keep your data
Clinical records are retained in line with GDC and NHS guidance — typically a minimum of 11 years from your last appointment, or until age 25 for patients treated as a child.
Marketing consent records, booking enquiries, and website analytics are kept for shorter periods and deleted or anonymised when no longer needed.
7. Your rights
You have the right to:
Access a copy of the personal data we hold about you.
Request correction of inaccurate or incomplete data.
Request erasure in certain circumstances (subject to clinical record retention requirements).
Restrict or object to processing in specific situations.
Withdraw consent for marketing at any time.
Lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.
To exercise any of these rights, email privacy@eiradental.co.uk. We respond within one month.
8. Cookies
Our website uses essential cookies required for security and basic functionality. With your consent, we may also use analytics cookies to understand how visitors use the site.
You can manage cookie preferences through your browser settings. Disabling essential cookies may affect booking and form functionality.
9. Security
We implement appropriate technical and organisational measures to protect your data, including encrypted storage, access controls, staff training, and secure disposal of records. No method of transmission over the internet is 100% secure, but we review our security practices regularly.
10. Changes to this policy
We may update this Privacy Policy from time to time. Material changes will be posted on this page with an updated date. Continued use of our services after changes constitutes acceptance of the revised policy.