SEVEN DENTAL CLINIC WEBSITE PRIVACY POLICY

Last Updated: 17 July 2026

At Seven Dental Clinic, we are committed to protecting and respecting your privacy. This Privacy Policy explains how Primrose Smiles Limited (trading as Seven Dental, Seven Dental Clinic, “we”, “us”, or “our”) collects, uses, stores and protects your personal and clinical data when you visit our website, use our contact forms or register as a patient at our practice at 7 Adelaide Rd, London NW3 3QE. 

  1. Important Information and Who We Are

Data Controller

Primrose Smiles Limited is the data controller responsible for your personal data. We are registered with the Information Commissioner’s Office (ICO) under registration number ZB897634.

Contact Details

If you have any questions about this privacy policy or our data protection practices, please contact our Practice Manager: 

  • Email: info@sevendentalclinic.com 
  • Postal Address: Seven Dental Clinic, 7 Adelaide Rd, London NW3 3QE 
  • Telephone: 020 7586 3553 
  1. The Data We Collect About You

We may collect, use, store, and transfer different kinds of personal data about you, which we group as follows:

  • Identity Data: Includes your first name, maiden name, last name, date of birth and gender
  • Contact Data: Includes your billing address, residential address, email address and telephone numbers
  • Special Category (Health) Data: As a dental practice, we must collect detailed clinical information. This includes your medical history, dental history, X-rays, clinical photographs, treatment plans and clinical notes
  • Financial Data: Includes bank account and payment card details, as well as information regarding any patient finance or payment agreements you facilitate through the practice
  • Technical and Usage Data: Includes internet protocol (IP) address, browser type, time zone setting and information about how you use our website

Cookies

We use cookies and similar technologies on our website to make it function and to understand how it is used. For full details of the cookies we use, why we use them, and how you can manage or withdraw your consent, please see our Cookie Policy.

  1. How We Collect Your Personal Data

We collect data from and about you through:

  • Direct Interactions: You give us your Identity, Contact, Financial, and Health Data by filling out registration forms on our website, booking appointments, subscribing to our services, or contacting us via email, phone or in person
  • Independent Practitioners / Third Parties: If you receive treatment from independent dentists operating at our premises, your clinical data is processed under the overarching clinical governance framework of Seven Dental Clinic to ensure CQC compliance
  1. How and Why We Use Your Personal Data

We will only use your personal data when the law allows us to. Most commonly, we use your data under the following lawful bases:

Standard Personal Data

  • Performance of a Contract: To register you as a new patient, book appointments and manage payments or finance agreements
  • Legitimate Interests: To run our business efficiently, maintain website security and keep our practice records updated
  • Legal Obligation: To comply with standard UK statutory and regulatory obligations

Special Category (Health) Data

Under the UK GDPR, we process your health data under Article 9(2)(h): “the provision of health or social care or treatment”. As a CQC-regulated entity, we require this data to provide safe, accurate and high-quality dental treatment.

  1. Sharing Your Personal Data

We maintain strict clinical confidentiality. We do not sell your data. We will only share your personal data with trusted third parties under strict contractual protections:

  • Independent Dentists at Seven Dental Clinic: Your treating dentist will have full access to your clinical notes, history and records to provide your care. 
  • External Laboratories & Specialists: To manufacture crowns, bridges or orthodontic appliances or when referring you to a specialist consultant.
  • Regulatory & Professional Bodies: Where required by law or professional regulation, we may share information with the Care Quality Commission (CQC), the General Dental Council (GDC) or the Dental Complaints Service (DCS). 
  • Finance Providers: If you apply for a patient finance agreement through the practice, your financial data will be passed to our authorised finance brokers/partners. 
  1. Data Security

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used, accessed in an unauthorised way, altered or disclosed. Access to your clinical and personal data is strictly restricted to authorised practice staff and treating clinicians who are bound by a legal and professional duty of confidentiality.

  1. Data Retention

We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including satisfying any legal, accounting or clinical reporting requirements.

In line with standard UK dental practice guidelines (including the NHS Records Management Code of Practice and GDC standards), we retain adult patient records for a minimum of 11 years after their last continuous treatment, or until a child patient reaches age 25 (whichever is longer).

  1. Your Legal Rights

Under UK data protection laws, you have rights in relation to your personal data, including the right to:

  • Request access to your personal data (commonly known as a “Subject Access Request” or SAR), allowing you to receive a copy of the dental records and clinical notes we hold about you.
  • Request correction of any incomplete or inaccurate data we hold about you.
  • Request erasure of your personal data, subject to our overriding legal and regulatory obligations to retain medical records for statutory periods.
  • Object to processing or request restriction of processing of your data.

If you wish to exercise any of these rights, please contact the Practice Manager in writing. 

Right to Complain 

You have the right to make a complaint at any time to the Information Commissioner’s Office (ICO), the UK regulator for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns directly before you approach the ICO, so please contact us first.