PRIVACY POLICY
Privacy Policy
Last updated: 15 October 2026
1. Introduction
At Smile Serenity Dental Care, we are committed to protecting your privacy and handling your personal information responsibly, securely and transparently.
This Privacy Policy explains how we collect, use, store and protect personal information when you visit our website, contact our practice, book an appointment or receive dental treatment.
We process personal information in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and other applicable UK data protection legislation.
2. Who We Are
Smile Serenity Dental Care is operated by Smile Serenity Ltd.
Data Controller: Smile Serenity Ltd
Trading Name: Smile Serenity Dental Care
Practice Address:
72A Lutterworth Road
Leicester
LE2 8PG
Telephone: 0116 403 0109
Email: info@smileserenity.co.uk
Website: www.smileserenity.co.uk
Data Protection Contact: Dr Ashwyn Roy
Smile Serenity Ltd is responsible for determining how and why personal information is processed in connection with our dental services.
For questions about this Privacy Policy or how we handle personal information, please contact us using the details above.
3. What Personal Information We Collect
We collect and process information necessary to provide safe, effective dental care and manage our practice.
This may include:
Personal and Contact Information
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Full name and date of birth.
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Postal address, email address and telephone number.
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Emergency contact details.
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Appointment and communication preferences.
Medical and Dental Information
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Medical histories, medications and allergies.
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Dental examinations, diagnoses and treatment records.
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Clinical notes and treatment plans.
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Dental X-rays, photographs and digital scans.
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Consent records.
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Referrals and communications with other healthcare professionals.
Financial and Administrative Information
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Treatment estimates and invoices.
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Payment and transaction records.
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Dental membership information.
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Information relating to treatment finance, where applicable.
Website Information
When you use our website, we may collect technical and usage information, including your device type, browser information, IP address and interactions with our website.
This information may be collected through cookies and similar technologies, as explained in Section 13.
4. Why We Use Your Personal Information
We process personal information for the following purposes:
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Providing dental examinations, diagnosis and treatment.
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Maintaining accurate clinical records.
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Managing appointments, recalls and reminders.
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Communicating about treatment and aftercare.
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Preparing referrals to other healthcare professionals.
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Producing dental restorations and appliances.
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Administering dental membership plans.
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Processing payments and treatment finance arrangements.
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Responding to enquiries and complaints.
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Meeting legal, regulatory and professional obligations.
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Maintaining the security of our practice and systems.
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Improving our website and services.
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Sending marketing communications where patients have opted in.
We only process personal information where we have an appropriate lawful basis.
5. Our Legal Basis for Processing Your Information
We rely on different lawful bases under UK GDPR depending on the purpose for which information is processed.
Providing Dental Care
We may process personal information where necessary to provide dental treatment, fulfil contractual obligations or meet legal requirements.
Relevant lawful bases include Article 6(1)(b), Article 6(1)(c) and, where appropriate, Article 6(1)(f) of UK GDPR.
Medical and Dental Records
Health information is classified as special category personal data.
We generally process this information under Article 9(2)(h) of UK GDPR, together with the applicable provisions of the Data Protection Act 2018, for medical diagnosis, healthcare treatment and related healthcare management.
Practice Administration
We process information where necessary to administer appointments, payments, communications and other legitimate practice activities.
Where we rely on legitimate interests, these include operating an effective dental practice, communicating with patients, maintaining records and protecting our services.
Marketing
Where we rely on consent to send marketing communications, patients may withdraw that consent at any time.
We also comply with applicable electronic marketing requirements under the Privacy and Electronic Communications Regulations.
6. How We Store and Protect Patient Information
Patient records are primarily maintained within our practice’s computer systems.
We use practice-management and clinical imaging software, including:
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iSmile for patient administration and clinical records.
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SIDEXIS, provided by Dentsply Sirona, for dental imaging.
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Carestream Dental imaging software for dental X-rays and associated imaging information.
We also maintain backup arrangements to help protect practice information against accidental loss or system failure.
Access to patient information is restricted to authorised members of our team and relevant service providers where necessary.
We use appropriate technical and organisational measures to protect information against unauthorised access, accidental loss, alteration or disclosure.
All team members are expected to maintain patient confidentiality and comply with applicable information governance requirements.
7. Online Bookings and Appointment Reminders
Smile Serenity Dental Care uses Patient Comms to provide online appointment booking and appointment reminder services.
Patient Comms integrates with our practice-management system and processes information necessary to provide these services.
This may include:
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Patient names.
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Contact details.
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Appointment dates and times.
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Relevant appointment administration information.
Patient Comms acts as a data processor on behalf of our practice for these services.
We do not use Patient Comms to collect digital medical history questionnaires.
8. Digital Dental Scanning, Invisalign and Laboratory Services
Smile Serenity Dental Care uses iTero digital scanning technology, provided by Align Technology.
Digital scans may be used for:
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Invisalign clear aligner treatment.
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Orthodontic assessment and planning.
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Dental crowns and bridges.
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Dental restorations and appliances.
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Other clinically appropriate treatment planning.
Digital scans and associated patient information may be securely transferred to Align Technology and authorised dental laboratories.
This information may include patient identifiers, digital impressions, relevant photographs and clinical treatment information.
Digital scans may be stored or processed using cloud-based systems.
Where information is shared with external laboratories, we aim to disclose only the information necessary for the relevant treatment.
9. AI-Assisted Dental Imaging
Smile Serenity Dental Care may occasionally use Diagnocat, a third-party artificial intelligence (AI) imaging service, to assist our dentists in reviewing dental X-rays and other clinical images.
This technology is used selectively where clinically appropriate and is not routinely applied to every patient.
When Diagnocat is used, relevant dental images and associated patient information may be transferred to the provider for analysis.
Patients are informed about the use of AI-assisted imaging before their information is uploaded.
AI-generated findings are reviewed and interpreted by qualified dental professionals.
Clinical diagnoses and treatment decisions remain the responsibility of our dentists.
We take appropriate steps to protect personal information shared with third-party clinical technology providers.
10. Dental Membership Plans and Payments
Smile Serenity Dental Care offers optional dental membership plans with annual and monthly payment options.
Annual membership payments are generally collected directly by our practice.
Monthly membership plans are administered through Tabeo.
We collect and process relevant personal information, including names, addresses, contact details, membership selections and payment-related information, to establish and administer dental memberships.
Patients may enter their payment details directly through Tabeo’s secure payment system or receive assistance from authorised practice staff.
We take appropriate measures to protect personal and financial information.
Relevant membership and transaction records are retained in accordance with applicable administrative, accounting and legal requirements.
11. Treatment Finance
Smile Serenity Dental Care offers eligible patients access to treatment finance through third-party providers, including Chrysalis Finance and, where applicable, Tabeo.
Patients generally complete finance applications through secure links provided by the relevant finance company.
Our team may occasionally assist patients with completing applications at the practice.
Finance providers may collect and process information necessary to assess applications, conduct relevant checks and administer finance agreements.
These providers may operate as independent data controllers and have their own privacy notices.
Smile Serenity Dental Care does not make lending decisions on behalf of finance providers.
12. Marketing Communications
Smile Serenity Dental Care uses Mailchimp to send marketing communications to patients who have opted in to receive them.
These communications may include:
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Practice news and updates.
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Information about dental treatments.
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Promotional offers.
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Educational dental health information.
Relevant contact information, such as patient names and email addresses, may be processed through Mailchimp for this purpose.
Patients can withdraw their marketing consent at any time by selecting the unsubscribe link in our emails or contacting the practice directly.
Withdrawing marketing consent will not affect dental treatment or essential appointment communications.
13. Website Cookies and Analytics
Our website is hosted using Wix.
We use cookies and similar technologies to support website functionality, understand website performance and manage relevant website services.
These technologies may include:
Essential Cookies
These support essential website functions, including security and navigation.
Analytics Cookies
These help us understand website traffic and how visitors interact with our website.
We use Google Analytics to help assess website performance.
Marketing and Advertising Technologies
We may use Google advertising services and other permitted marketing technologies to measure the effectiveness of our advertising.
Where legally required, we obtain consent before using non-essential cookies or similar technologies.
Visitors can manage their cookie preferences through the controls provided on our website.
Further information about cookies and relevant providers may be available through those controls.
14. Who We Share Personal Information With
We treat patient information as confidential.
Where necessary and lawful, information may be shared with:
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Other dentists, specialists and healthcare professionals.
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Dental hospitals and referral providers.
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Dental laboratories.
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Practice-management and imaging service providers.
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Patient Comms for appointments and reminders.
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Align Technology for digital scanning and Invisalign services.
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Diagnocat when AI-assisted imaging is used.
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Tabeo for dental membership administration.
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Treatment finance providers.
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Payment processors.
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IT, hosting and backup service providers.
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Regulatory authorities, insurers and professional advisers where appropriate.
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Other organisations where disclosure is required or permitted by law.
The information shared depends on the services being provided.
Some organisations process information on our behalf under contractual arrangements. Others operate as independent data controllers.
We seek to ensure that appropriate confidentiality and data protection arrangements are in place.
15. International Data Transfers
Although our main clinical records are primarily maintained within our practice systems, some third-party service providers may store, process or access personal information outside the United Kingdom.
These may include providers of cloud-based dental technology, email services, digital scanning, marketing platforms and other online services.
Where international transfers occur, we use applicable lawful transfer arrangements and safeguards required by UK data protection legislation.
These may include relevant UK adequacy regulations or recognised contractual safeguards.
Patients may contact us for further information about relevant international transfers and the safeguards used.
16. How Long We Keep Your Information
We retain personal information only for as long as necessary for the relevant purpose and applicable legal, clinical and regulatory requirements.
Dental Clinical Records
Our general retention period for dental clinical records is at least 11 years, in accordance with the NHS England Records Management Code of Practice.
Some information may need to be retained for longer, including records relating to children or particular clinical, regulatory or legal circumstances.
Records are reviewed before secure disposal.
Financial Records
Financial and transaction information is retained for periods required by applicable accounting, tax and legal obligations.
Marketing Information
Marketing information is retained while required for permitted marketing activities and related compliance purposes.
Where consent is withdrawn, appropriate suppression information may be retained to ensure marketing preferences are respected.
Other Information
Administrative and website-related information is retained according to its purpose, necessity and applicable requirements.
17. Your Data Protection Rights
Under UK GDPR, individuals have rights concerning their personal information.
These include:
Right of Access
You can request access to personal information we hold about you, including your dental records.
Right to Rectification
You can request the correction of inaccurate personal information.
Right to Erasure
You may request deletion of personal information in certain circumstances.
However, clinical records may need to be retained in accordance with applicable legal and professional obligations.
Right to Restrict Processing
You may request restrictions on certain processing activities where applicable.
Right to Data Portability
You may request transfer of certain personal information where the legal requirements apply.
Right to Object
You have the right to object to direct marketing at any time. You may also object to certain other processing activities, subject to applicable legal conditions.
Right to Withdraw Consent
Where we rely on consent, you may withdraw it at any time.
These rights are subject to the conditions and exemptions established by data protection law.
18. Accessing Your Dental Records
Patients may request copies of personal information held by Smile Serenity Dental Care, including dental records, X-rays and relevant correspondence.
Such requests are known as Data Subject Access Requests.
Requests can be made by contacting:
We normally respond within one calendar month of receiving a request.
In certain circumstances, the law permits additional time.
There is generally no charge for providing information under a Data Subject Access Request.
Where necessary, we may request reasonable information to verify the identity of the person making the request.
Personal information will be provided using appropriate security measures.
19. Data Protection Complaints
If you have concerns about how Smile Serenity Dental Care collects, uses, stores or shares your personal information, please contact us.
Email: info@smileserenity.co.uk
Telephone: 0116 403 0109
We take data protection complaints seriously.
We will acknowledge data protection complaints within 30 days of receipt.
Complaints will be investigated appropriately, and we will communicate the outcome without undue delay.
If you are dissatisfied with our response, you can complain to the Information Commissioner’s Office.
Information Commissioner’s Office
Website: www.ico.org.uk
Telephone: 0303 123 1113
20. Changes to This Privacy Policy
We may update this Privacy Policy periodically to reflect changes in our services, technology, practices or applicable legal requirements.
Any changes will be published on this page, together with the date of the latest update.