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Pure Dental Aesthetics is committed to protecting your privacy. When using this website, you may be asked to provide information by which you can be identified, but you can be assured it will only be used in accordance with this privacy statement.  


The practice is registered with the Information Commissioner Office ICO (A8706439)


  • Before or at the time of collecting personal information, we will identify the purposes for which information is being collected.

  • We will collect personal information by lawful and fair means and, where appropriate, with the knowledge and consent of the individual concerned. 

  • Personal data should be relevant to the purposes for which it is to be used, and, to the extent necessary for those purposes, should be accurate, complete and up-to-date.

  • We will collect and use personal information solely for fulfilling those purposes specified by us and for other ancillary purposes, unless we obtain the consent of the individual concerned or as required by law. 

  • We use your information to understand your needs, improve our products and services, and keep our records up to date. 

  • We will make readily available to customers information about our policies and practices relating to the management of personal information.

  • We may occasionally send promotional emails about new services, special offers or other information we think you may find interesting, to the email address you have provided. From time to time we may also use your data to contact you by email, phone or mail for market research purposes. The feedback you provide will help us customise our website.


  • We will protect personal information by using reasonable security safeguards against loss or theft, as well as unauthorised access, disclosure, copying, use or modification. 

  • We will not sell, distribute or lease your personal information to third parties unless we have your permission or are required by law to do so. 


  • We will only retain personal information for as long as necessary for the fulfillment of those purposes.

  • We will retain your dental records, study models & X-rays while you are a patient to this practice for eleven years or until the age of 25 years (whichever is longer) once you cease to be a patient. 

We are committed to conducting our business in accordance with these principles in order to ensure that the confidentiality of personal information is protected and maintained. Pure Dental Aesthetics may change this privacy policy from time to time at Pure Dental Aesthetics sole discretion.

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