PRIVACY POLICY

Effective Date: 1 June 2026
Last Updated: 29 July 2026

1. Introduction

Welcome to New Smile Fulham. Protecting your personal information is important to us.

This Privacy Policy explains how PMD ORTHO LTD trading as New Smile Fulham (“New Smile Fulham”, “we”, “us”, “our”) collects, uses, stores and protects your personal information when you use our website, contact us, enquire about treatment or become a patient.

We are committed to protecting your privacy and processing your personal data fairly, lawfully and transparently in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and relevant healthcare confidentiality requirements.

Please read this policy carefully to understand how we handle your information.

2. Who We Are

Data Controller:
PMD ORTHO LTD t/a New Smile Fulham

Practice Address:
27 Townmead Road
Fulham
London
SW6 2GD

Telephone:
020 3696 8902

Email:
info@newsmilefulham.com

Website:
www.newsmilefulham.com

ICO Registration Number:
ZA759698

Data Protection Contact

We have appointed Dr Omer Mustafa as our Data Protection Lead.

If you have any questions about this Privacy Policy or wish to exercise your data protection rights, please contact:

Email: info@newsmilefulham.com

3. What Personal Information We Collect

We may collect and process the following categories of personal information:

Personal Details

• Full name

• Date of birth

• Address

• Telephone number(s)

• Email address

• Emergency contact details

Health and Clinical Information

As a dental practice, we process special category personal data, including:

• Medical history

• Dental records

• X-rays, scans, photographs and clinical notes

• Treatment plans

• Allergies and medications

• Referral information

• Clinical outcomes and progress

Financial Information

Where relevant, we may collect:

• Payment information

• Billing and transaction records

• Finance application details (where treatment finance is used)

Please note that payment card details are securely processed by authorised third-party payment providers and are not stored by us.

Marketing and Communications Data

We may collect:

• Enquiry forms

• Website contact requests

• Appointment requests

• Communication preferences

• Email and SMS engagement data

Website and Technical Information

When you visit our website, we may automatically collect:

• IP address

• Browser type and version

• Device information

• Website usage data

• Cookie and analytics data

4. How We Collect Your Information

We collect information:

Directly from You

When you:

• Register as a patient

• Submit website enquiries

• Book appointments online

• Contact us by phone, email or WhatsApp

• Complete medical history forms

• Sign consent forms

• Apply for finance

• Participate in testimonials or reviews

Automatically

Through:

• Cookies

• Website analytics

• Advertising and tracking technologies

From Third Parties

We may receive information from:

• Previous dentists

• Referring clinicians

• Specialists or laboratories

• Finance providers

• Healthcare providers involved in your care

• Family members or guardians where appropriate

5. Why We Use Your Information

We use your information to:

Provide Dental Care

• Assess suitability for treatment

• Diagnose dental conditions

• Plan and deliver treatment

• Maintain accurate clinical records

• Contact you regarding appointments and care

Manage Appointments

• Send appointment confirmations

• Send reminders by email, SMS or WhatsApp

• Rearrange or follow up on appointments

Process Payments

• Take payments for treatment

• Administer finance agreements

• Manage accounts and invoices

Improve Our Services

• Monitor patient feedback

• Improve patient experience

• Analyse website performance

Marketing

Where permitted by law, we may contact you about:

• Practice updates

• Dental offers

• New treatments

• Oral health information

Marketing communications may be sent by:

• Email

• SMS

• Telephone

• WhatsApp

You can opt out of marketing at any time by:

• Clicking unsubscribe

• Replying STOP to SMS

• Contacting us directly

Opting out of marketing does not affect service communications relating to your care.

Legal and Regulatory Obligations

We may process your information:

• To comply with legal obligations

• To respond to complaints or claims

• For fraud prevention

• To meet professional and regulatory requirements

6. Legal Basis for Processing

Under UK GDPR, we rely on the following lawful bases:

Contract

Where processing is necessary to provide treatment or services you have requested.

Legal Obligation

Where we are required to comply with healthcare, financial or legal requirements.

Legitimate Interests

To operate and improve our dental practice efficiently and securely.

Consent

For certain marketing activities and where we use identifiable patient photographs, videos or testimonials.

Healthcare Provision (Special Category Data)

We process health information under Article 9 UK GDPR because processing is necessary for:

“the provision of health or social care or treatment.”

7. Patient Photographs, Testimonials and Marketing Content

With your explicit consent, we may use:

• Before and after photographs

• Clinical photography

• Video testimonials

• Written testimonials

• Patient reviews

• Social media content that you have tagged us in or authorised us to repost

These may be used for:

• Clinical records

• Treatment planning

• Educational purposes

• Marketing materials

• Website content

• Social media

We will seek specific consent before using identifiable images or videos for marketing purposes.

You may withdraw consent at any time by contacting us. Withdrawal will not affect materials already published where removal is not reasonably practicable, although we will endeavour to comply where possible.

8. WhatsApp Communications

We may communicate with patients through WhatsApp Business for:

• Appointment confirmations

• General enquiries

• Patient support

• Treatment-related communications

Please note that while WhatsApp uses encryption, electronic communications can never be guaranteed to be completely secure. We recommend avoiding sharing sensitive medical information unless necessary.

9. Automated Marketing and CRM Systems

We use systems such as DenGro and other communication tools to manage enquiries, patient journeys and marketing communications.

This may include:

• Following up treatment enquiries

• Sending appointment reminders

• Sharing treatment information

• Sending promotions (where permitted)

You can unsubscribe from marketing communications at any time.

10. Third Parties We Work With

We use trusted third-party providers to help us operate our practice. These may include:

Clinical Management

• Dentally (patient management software)

Treatment Providers

• Invisalign and associated providers

Payment Providers

• Stripe

• Tabeo (finance and payment plans)

Communications

• Microsoft Outlook

• WhatsApp Business

• SMS providers

Website and Marketing Providers

• Google Analytics

• Google Ads Conversion Tracking

• Meta (Facebook and Instagram advertising)

• Meta Lead Forms

We only work with providers who are required to maintain appropriate security and confidentiality standards.

Where personal information is transferred outside the UK, we take appropriate safeguards to ensure your data remains protected.

11. Cookies and Tracking Technologies

Our website uses cookies and similar technologies to improve user experience and understand website performance.

We may use:

• Essential cookies

• Analytics cookies

• Advertising cookies

• Social media tracking technologies

These may include:

• Google Analytics

• Meta Pixel

• Google Ads Conversion Tracking

These tools help us:

• Understand website traffic

• Improve user experience

• Measure advertising effectiveness

• Improve our marketing

Where legally required, we obtain consent before placing non-essential cookies.

You can control cookie preferences through your browser settings and website cookie banner.

12. How Long We Keep Your Information

We retain records in accordance with professional guidance and legal requirements.

Dental Records

We generally retain records:

Adults:
For at least 11 years after treatment completion

Children:
Until the patient reaches 25 years of age, or 11 years after treatment, whichever is longer.

We may retain records longer where:

• Required by law

• A complaint or claim exists

• Clinical reasons justify retention

Financial records may be retained in accordance with tax and accounting requirements.

13. Data Security

We take appropriate technical and organisational measures to protect your information, including:

• Secure systems and software

• Access controls

• Password protection

• Staff confidentiality obligations

• Secure storage of clinical records

• Cybersecurity safeguards

While we take reasonable precautions, no system can be guaranteed to be completely secure.

14. Your Data Protection Rights

Under UK GDPR, you may have the right to:

Access

Request a copy of your personal information.

Rectification

Request correction of inaccurate information.

Erasure

Request deletion of your data in certain circumstances.

Restriction

Ask us to restrict processing.

Objection

Object to certain processing activities.

Data Portability

Request transfer of your data where applicable.

Withdraw Consent

Withdraw consent at any time where processing relies on consent.

To exercise your rights, please contact:

Email: info@newsmilefulham.com

We may need to verify your identity before responding.

15. Subject Access Requests (SARs)

You may request access to your records by contacting us.

We will normally respond within one calendar month, although this may be extended where legally permitted.

In certain circumstances, a reasonable administrative fee may apply where requests are excessive or repetitive.

16. Children’s Privacy

Where patients are under 18, personal information may be provided by parents or legal guardians.

Where appropriate, we will seek consent from a parent or guardian.

17. Complaints

If you are unhappy with how we handle your personal information, please contact us first so we can attempt to resolve the matter.

Data Protection Contact:
Dr Omer Mustafa
Email: info@newsmilefulham.com

You also have the right to complain to the Information Commissioner’s Office (ICO).

Website: www.ico.org.uk

Telephone: 0303 123 1113

18. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect legal, operational or technological changes.

The latest version will always be published on our website.

We recommend reviewing this page periodically.

19. Contact Us

If you have questions about this Privacy Policy or your personal data, please contact:

PMD ORTHO LTD t/a New Smile Fulham
27 Townmead Road
Fulham
London
SW6 2GD

Telephone: 020 3696 8902
Email: info@newsmilefulham.com