Our Privacy Notice



Date of adoption

1 March 2021


About this notice.

We are a Data Controller under the terms of the Data Protection Act 2017 and the requirements of the EU General Data Protection Regulation (GDPR).  This Privacy Notice explains what Personal Data the practice holds, why we hold and process it, who we might share it with, and your rights and freedoms under the Law.


About GDPR

GDPR affects how every organisation, including our dental practice, can communicate with you.  It gives you more control over who can contact you and what they do with your data. 


You have the following personal data rights, as set out on the Information Commissioner’s website:

·     The right to be informed

·     The right of access

·     The right to rectification

·     The right to erasure (health records must be retained for a certain time period)

·     The right to restrict processing

·     The right to data portability

·     The right to object


The lawful basis for processing your information

There are 6 lawful bases for processing information, as detailed on the Information Commissioner’s website – consent, contracts, legal obligations, vital interests, public tasks and legitimate interests.


We hold patients’ data because it is in our Legitimate Interest to do so, in order to provide patients with appropriate, high quality, safe and effective dental care and treatment. Without holding the data we cannot work effectively.


Also, we must hold data on NHS care and treatment as it is a Public Task required by law. 


What information do we collect about you?

We will collect information such as:

·     personal details, including name, Date of birth, GP, next of kin

·     contact details, including address, email address, telephone numbers

·     demographic information such as postcode, preferences and interests

·     your health records, treatment and medications, test results, X-rays, etc. and

·     records of appointments, visits, e-mails, telephone calls, payments

·     information relevant to customer surveys, testimonials and/or offers

·     any other relevant information to enable us to deliver effective dental care or health care


We maintain records about you, your health, and the treatment you receive in electronic and paper format.  Should you identify any inaccuracies, please contact us to correct the inaccurate data.

How we will use your information

Personal data is obtained when a patient joins the practice, is referred to the practice or provides consent to receive information and/or news by email, text, newsletter or post. The purpose of processing this data is to provide optimum health care to you. 

Dental Care

Your data is collected for the purpose of making a diagnosis and providing direct patient care for you. We can disclose this information if it is required by law, if you give consent or if it is justified in the public interest.


We can only share data if it is done securely and it is necessary to do so.

·     Patient data may be shared with other healthcare professionals who need to be involved in your care (for example if we refer you to a specialist or need laboratory work undertaken).

·     Patient data may also be stored securely for back-up purposes with our computer software suppliers, Software of Excellence, and our Hardware Suppliers, Pioneer Solutions.

·     We may receive a request to support health research. In such cases, we will always gain your consent before sharing your information with healthcare researchers.


Marketing & Market Research

Your data is also used to understand your needs and provide you with better products and services. Our relationship with patients is key to our success, and it is a team wide responsibility to exceed patient expectations by providing a safe, caring, responsive, effective and well led service. 


From time to time we may use the contact details you have provided to:

·     contact you for market research purposes in order to improve our services and customise the website according to your interests

·     request written or online reviews of our service for our website, NHS Choices and Google

·     send promotional emails/newsletters about new products, special offers or other information which we think you may find interesting


We are very grateful to patients who opt in to help us improve and tailor our service to their needs.  You have the right to opt out of communications at any time.


How we use cookies

 A cookie is a small file which asks permission to be placed on your computer's hard drive. Once you agree, the file is added and the cookies allow web applications to analyse web page traffic, let you know when you visit a particular site, and respond to you as an individual by tailoring its operations to your needs, likes and dislikes by gathering and recording your preferences.


Overall, cookies help us provide you with a better website, by enabling us to monitor which pages you find useful and which you do not. A cookie in no way gives us access to your computer or any information about you, other than the data you choose to share with us.


You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website.


Maintaining confidentiality & security

We are committed to maintaining confidentiality and protecting the information we hold about you. We have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect about you.


Retention periods

We generally retain healthcare records for 11 years after our last contact with adults, and until the age of 25 for children if our last contact was more than 11 years before their 25th birthday. 


How the NHS and care services use your information

William Place Dental & Cosmetic Practice is one of many organisations working in the health and care system to improve care for patients and the public.

Whenever you use a health or care service, such as attending Accident & Emergency or using Community Care services, important information about you is collected in a patient record for that service. Collecting this information helps to ensure you get the best possible care and treatment.

The information collected about you when you use these services can also be used and provided to other organisations for purposes beyond your individual care, for instance to help with:


·     improving the quality and standards of care provided

·     research into the development of new treatments

·     preventing illness and diseases

·     monitoring safety

·     planning services

This may only take place when there is a clear legal basis to use this information. All these uses help to provide better health and care for you, your family and future generations. Confidential patient information about your health and care is only used like this where allowed by law.


Most of the time, anonymised data is used for research and planning so that you cannot be identified in which case your confidential patient information isn’t needed.


You have a choice about whether you want your confidential patient information to be used in this way. If you are happy with this use of information you do not need to do anything. If you do choose to opt out your confidential patient information will still be used to support your individual care.

To find out more or to register your choice to opt out, please visit www.nhs.uk/your-nhs-data-matters.  On this web page you will:

·     See what is meant by confidential patient information

·     Find examples of when confidential patient information is used for individual care and examples of when it is used for purposes beyond individual care

·     Find out more about the benefits of sharing data

·     Understand more about who uses the data

·     Find out how your data is protected

·     Be able to access the system to view, set or change your opt-out setting

·     Find the contact telephone number if you want to know any more or to set/change your opt-out by phone

·     See the situations where the opt-out will not apply


You can also find out more about how patient information is used at:

https://www.hra.nhs.uk/information-about-patients/ (which covers health and care research); and

https://understandingpatientdata.org.uk/what-you-need-know (which covers how and why patient information is used, the safeguards and how decisions are made)


You can change your mind about your choice at any time.


Data being used or shared for purposes beyond individual care does not include your data being shared with insurance companies or used for marketing purposes and data would only be used in this way with your specific agreement.


Health and care organisations have until 2021 to put systems and processes in place so they can be compliant with the national data opt-out and apply your choice to any confidential patient information they use or share for purposes beyond your individual care.


Controlling your personal information

Here are some practical examples of your rights:

·     If you are a patient of the practice you have the right to withdraw consent for newsletters, surveys or marketing. You also 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 from being contacted by telephone/email/ text/letter, to withdraw consent for processing personal data, to have a free copy of it within one month, to correct errors, or to ask us to delete it.


Accessing your records

If you would like to access your dental records, please contact us by email at reception@williamplacedental.co.uk  or write to the Practice Manager at:

·     William Place Dental & Cosmetic Practice, William Place, Bow, London E3 5ED


You have the right to obtain a free copy of your patient records within one month of sending us a written request. 


Questions and concerns

If you are ever unsure or unhappy about any aspect of our service, please let us know as soon as possible using the contact details above. We take patient concerns very seriously and we regularly monitor and act on feedback from patients and staff.   



In the unlikely event that you are unhappy with our response, or need advice, you have the right to contact the Information Commissioner’s Office (ICO) on 0303 123 1113, or using their online chat facility. You can also visit their website for information on how to make a data protection complaint.


Changes to our privacy notice

We regularly review our privacy notice and any updates will be uploaded to our website and displayed in our reception area.


Date of Review

This policy is to be reviewed on 1/3/2022.