Privacy Policy

Last Updated: 20th February 2024

This GDPR Policy and Procedure sets out how will handle the Personal Data of our patients, suppliers, employees, workers and other third parties.

This GDPR Policy and Procedure applies to all Personal Data processes regardless of the media on which that data is stored or whether it relates to past or present employees, workers, patients, clients or supplier contacts, shareholders, website users or any other Data Subject.

This GDPR Policy and Procedure applies to all Personnel.

You must read, understand and comply with this GDPR Policy and Procedure when Processing Personal Data on our behalf and attend training on its requirements.

This GDPR Policy and Procedure sets out what we expect from you in order for to comply with applicable law.

Your compliance with this GDPR Policy and Procedure is mandatory.

Related Policies and Privacy Guidelines are available to help you interpret and act in accordance with this GDPR Policy and Procedure.

You must also comply with all such Related Policies and Privacy Guidelines.

Any breach of this GDPR Policy and Procedure may result in disciplinary action.


We recognize that the correct and lawful treatment of Personal Data will maintain confidence in and will provide for successful business operations.

Protecting the confidentiality and integrity of Personal Data is a critical responsibility that we take seriously at all times.

is exposed to potential fines for failure to comply with the provisions of the GDPR.

All parties are responsible for ensuring all Personnel comply with this GDPR Policy and Procedure and need to implement appropriate processes, controls and training to ensure such compliance.

The DPO is responsible for overseeing this GDPR Policy and Procedure and, as applicable, developing Related Policies and Privacy Guidelines. The Information Governance Lead is Operations Manager Sally Taylor.

That post is held by Dr Rehan Asmat Alam, Principal Dentist Dentistry@442 Wardle Limited.

Please contact the DPO with any questions about the operation of this GDPR Policy and Procedure or the GDPR or if you have any concerns that this GDPR Policy and Procedure is not being or has not been followed. In particular, you must always contact the DPO in the following circumstances:


      • If you are unsure of the lawful basis which you are relying on to process Personal Data (including the legitimate interests used by )

      • if you need to rely on Consent and/or need to capture Explicit Consent

      • if you need to draft Privacy Notices or Fair Processing Notices

      • if you are unsure about the retention period for the Personal Data being Processed

      • if you are unsure about what security or other measures you need to implement to protect Personal Data

      • if there has been a Personal Data Breach

      • if you are unsure on what basis to transfer Personal Data outside the EEA

      • if you need any assistance dealing with any rights invoked by a Data Subject

      • whenever you are engaging in a significant new, or change in, Processing activity which is likely to require a DPIA or plan to use Personal Data for purposes others than what it was collected for.

      • If you plan to undertake any activities involving Automated Processing including profiling or Automated Decision-Making

      • If you need help complying with applicable law when carrying out direct marketing activities or

      • if you need help with any contracts or other areas in relation to sharing Personal Data with third parties (including our vendors)

    Personal Data Protection Principles

    We adhere to the principles relating to Processing of Personal Data set out in the GDPR which require Personal

    Data to be:


        • Processed lawfully, fairly and in a transparent manner (Lawfulness, Fairness and Transparency).

        • Collected only for specified, explicit and legitimate purposes (Purpose Limitation).

        • Adequate, relevant and limited to what is necessary in relation to the purposes for which it is Processed (Data Minimization).

        • Accurate and where necessary kept up to date (Accuracy).

        • Not kept in a form which permits identification of Data Subjects for longer than is necessary for the purposes for which the data is Processed (Storage Limitation).

        • Processed in a manner that ensures its security using appropriate technical and organizational measures to protect against unauthorized or unlawful Processing and against accidental loss, destruction or damage (Security, Integrity and Confidentiality).

        • Not transferred to another country without appropriate safeguards being in place (Transfer Limitation).

        • Made available to Data Subjects and Data Subjects allowed to exercise certain rights in relation to their Personal Data (Data Subject’s Rights and Requests). We are responsible for and must be able to demonstrate compliance with the data protection principles listed above (Accountability).

      Lawfulness, Fairless and Transparency

      Personal data must be processed lawfully, fairly and in a transparent manner in relation to the Data Subject.

      You may only collect, process and share Personal Data fairly and lawfully and for specified purposes.

      The GDPR restricts our actions regarding Personal Data to specified lawful purposes.

      These restrictions are not intended to prevent Processing but ensure that we Process Personal Data fairly and without adversely affecting the Data Subject.

      The GDPR allows Processing for specific purposes, some of which are set out below:


          • the Data Subject has given his or her Consent;

          • the Processing is necessary for the performance of a contract with the Data Subject;

          • to protect the Data Subject’s vital interests;

          • to pursue our legitimate interests for purposes where they are not overridden because the Processing prejudices the interests or fundamental rights and freedoms of Data Subjects.

        The purposes for which we process Personal Data for legitimate interests need to be set out in applicable Privacy Notices or Fair Processing Notices.

        You must identify and document the legal ground being relied on for each Processing activity in accordance with the ’s guidelines on Lawful Basis for Processing Personal Data.


        A Data Controller must only process Personal Data on the basis of one or more of the lawful bases set out in the GDPR, which include Consent.

        A Data Subject consents to Processing of their Personal Data if they indicate agreement clearly either by a statement or positive action to the Processing.

        Consent requires affirmative action so silence, pre-ticked boxes or inactivity are unlikely to be sufficient.

        If Consent is given in a document which deals with other matters, then the Consent must be kept separate from those other matters.

        Data Subjects must be easily able to withdraw Consent to Processing at any time and withdrawal must be promptly honored.

        Consent may need to be refreshed if you intend to Process Personal Data for a different and incompatible purpose which was not disclosed when the Data Subject first consented.

        Unless we can rely on another legal basis of Processing, Explicit Consent is usually required for Processing Sensitive Personal Data, for Automated Decision-Making and for cross border data transfers.

        Usually we will be relying on another legal basis (and not require Explicit Consent) to Process most types of Sensitive Data.

        Where Explicit Consent is required, you must issue a Fair Processing Notice to the Data Subject to capture Explicit Consent.

        You will need to evidence Consent captured and keep records of all Consents so that can demonstrate compliance with Consent requirements.

        Transparency Notifying Data Subjects

        The GDPR requires Data Controllers to provide detailed, specific information to Data Subjects depending on whether the information was collected directly from Data Subjects or from elsewhere.

        Such information must be provided through appropriate Privacy Notices or Fair Processing Notices which must be concise, transparent, intelligible, easily accessible, and in clear and plain language so that a Data Subject can easily understand them.

        Whenever we collect Personal Data directly from Data Subjects, including for human resources or employment purposes, we must provide the Data Subject with all the information required by the GDPR including the identity of the Data Controller and DPO, how and why we will use, Process, disclose, protect and retain that Personal Data through a Fair Processing Notice which must be presented when the Data Subject first provides the Personal Data..

        When Personal Data is collected indirectly (for example, from a third party or publicly available source), you must provide the Data Subject with all the information required by the GDPR as soon as possible after collecting/receiving the data.

        You must also check that the Personal Data was collected by the third party in accordance with the GDPR and on a basis which contemplates our proposed Processing of that Personal Data.

        You must comply with the Practice’s guidelines on drafting Privacy Notices/Fair Processing Notices.

        Purpose Limitation

        Personal Data must be collected only for specified, explicit and legitimate purposes.

        It must not be further processed in any manner incompatible with those purposes.

        You cannot use Personal Data for new, different or incompatible purposes from that disclosed when it was first obtained unless you have informed the Data Subject of the new purposes and they have consented where necessary.

        Data Minimization

        Personal Data must be adequate, relevant and limited to what is necessary in relation to the purposes for which it is Processed.

        You may only Process Personal Data when performing your job duties requires it.

        You cannot Process Personal Data for any reason unrelated to your job duties.

        You may only collect Personal Data that you require for your job duties: do not collect excessive data. Ensure any Personal Data collected is adequate and relevant for the intended purposes.

        You must ensure that when Personal Data is no longer needed for specified purposes, it is deleted or anonymized in accordance with ’s data retention guidelines.


        Personal Data must be accurate and, where necessary, kept up to date. It must be corrected or deleted without delay when inaccurate.

        You will ensure that the Personal Data we use and hold is accurate, complete, kept up to date and relevant to the purpose for which we collected it.
        You must check the accuracy of any Personal Data at the point of collection and at regular intervals afterwards.
        You must take all reasonable steps to destroy or amend inaccurate or out-of-date Personal Data.

        Storage Limitation

        Personal Data must not be kept in an identifiable form for longer than is necessary for the purposes for which the data is processed.

        You must not keep Personal Data in a form which permits the identification of the Data Subject for longer than needed for the legitimate business purpose or purposes for which we originally collected it including for the purpose of satisfying any legal, accounting or reporting requirements.

        will maintain retention policies and procedures to ensure Personal Data is deleted after a reasonable time for the purposes for which it was being held, unless a law requires such data to be kept for a minimum time.
        You must comply with the Practice’s guidelines on Data Retention.
        You will take all reasonable steps to destroy or erase from our systems all Personal Data that we no longer require in accordance with all the Practice’s applicable records retention schedules and policies.

        This includes requiring third parties to delete such data where applicable. You will ensure Data Subjects are informed of the period for which data is.

        Security, Integrity and Confidentiality

        Protecting Personal Data

        Personal Data must be secured by appropriate technical and organizational measures against unauthorized or unlawful Processing, and against accidental loss, destruction or damage.
        We will develop, implement and maintain safeguards appropriate to our size, scope and business, our available resources, the amount of Personal Data that we own or maintain on behalf of others and identified risks (including use of encryption and Pseudonymization where applicable).

        We will regularly evaluate and test the effectiveness of those safeguards to ensure security of our Processing of Personal Data.

        You are responsible for protecting the Personal Data we hold.
        You must implement reasonable and appropriate security measures against unlawful or unauthorized Processing of Personal Data and against the accidental loss of, or damage to, Personal Data.
        You must exercise particular care in protecting Sensitive Personal Data from loss and unauthorized access, use or disclosure.
        You must follow all procedures and technologies we put in place to maintain the security of all Personal Data from the point of collection to the point of destruction.
        You may only transfer Personal Data to third-party service providers who agree to comply with the required policies and procedures and who agree to put adequate measures in place, as requested.
        You must maintain data security by protecting the confidentiality, integrity and availability of the Personal Data, defined as follows:


            • Confidentiality means that only people who have a need to know and are authorized to use the Personal Data can access it.

            • Integrity means that Personal Data is accurate and suitable for the purpose for which it is processed

            • Availability means that authorized users are able to access the Personal Data when they need it for authorized purposes.

          You must comply with and not attempt to circumvent the administrative, physical and technical safeguards we implement and maintain in accordance with the GDPR and relevant standards to protect Personal Data.

          Reporting Personal Breach

          The GDPR requires Data Controllers to notify any Personal Data Breach to the applicable regulatory and, in certain instances, the Data Subject. We have put in place procedures to deal with any suspected Personal Data Breach and will notify Data Subjects or any applicable regulator where we are legally required to do so. If you know or suspect that a Personal Data Breach has occurred, do not attempt to investigate the matter yourself. Immediately contact the person or team designated as the key point of contact for Personal Data Breaches.

          This would be the DPO.

          Transfer Limitation

          The GDPR restricts data transfers to countries outside the EEA in order to ensure that the level of data protection afforded to individuals by the GDPR is not undermined.

          You transfer Personal Data originating in one country across borders when you transmit, send, view or access that data in or to a different country.

          You may only transfer Personal Data outside the EEA if one of the following conditions applies:


              • the European Commission has issued a decision confirming that the country to which we transfer the Personal Data ensures an adequate level of protection for the Data Subjects’ rights and freedoms;

              • appropriate safeguards are in place such as binding corporate rules (BCR), standard contractual clauses approved by the European Commission, an approved code of conduct or a certification mechanism, a copy of which can be obtained from the DPO;

              • the Data Subject has provided Explicit Consent to the proposed transfer after being informed of any potential risks; or

              • the transfer is necessary for one of the other reasons set out in the GDPR including the performance of a contract between us and the Data Subject, reasons of public interest, to establish, exercise or defend legal claims or to protect the vital interests of the Data Subject where the Data Subject is physically or legally incapable of giving Consent and, in some limited cases, for our legitimate interest.

            Data Subject’s Rights and Requests

            Data Subjects have rights when it comes to how we handle their Personal Data. These include rights to:


                • with draw Consent to Processing at any time;

                • receive certain information about the Data Controller’s Processing activities;

                • request access to their Personal Data that we hold;

                • prevent our use of their Personal Data for direct marketing purposes;

                • ask us to erase Personal Data if it is no longer necessary in relation to the purposes for which it was collected or Processed or to rectify inaccurate data or to complete incomplete data;

                • restrict Processing in specific circumstances;

                • challenge Processing which has been justified on the basis of our legitimate interests or in the public interest;

                • request a copy of an agreement under which Personal Data is transferred outside of the EEA;

                • object to decisions based solely on Automated Processing, including profiling (ADM);

                • prevent Processing that is likely to cause damage or distress to the Data Subject or anyone else;

                • be notified of a Personal Data Breach which is likely to result in high risk to their rights and freedoms;

                • make a complaint to the supervisory authority; and

                • in limited circumstances, receive or ask for their Personal Data to be transferred to a third party in a structured, commonly used and machine-readable format.

              You must verify the identity of an individual requesting data under any of the rights listed above (do not allow third parties to persuade you into disclosing Personal Data without proper authorization).

              You must immediately forward any Data Subject request you receive to the DPO and comply with ’s Data Subject response process.


              must have adequate resources and controls in place to ensure and to document GDPR compliance including:


                  • appointing a suitably qualified DPO (where necessary) and an executive accountable for data privacy;

                  • implementing Privacy by Design when Processing Personal Data and completing DPIAs where Processing presents a high risk to rights and freedoms of Data Subjects;

                  • integrating data protection into internal documents including this GDPR Policy and Procedure, Related Policies, Privacy Guidelines, Privacy Notices or Fair Processing Notices;

                  • regularly training Personnel on the GDPR, this GDPR Policy and Procedure, Related Policies and Privacy Guidelines and data protection matters including, for example, Data Subject’s rights, Consent, legal basis, DPIA and Personal Data Breaches. must maintain a record of training attendance by Personnel; and

                  • Regularly testing the privacy measures implemented and conducting periodic reviews and audits to assess compliance, including using results of testing to demonstrate compliance improvement effort.

                Record keeping

                The GDPR requires us to keep full and accurate records of all our data Processing activities.

                You must keep and maintain accurate corporate records reflecting our Processing including records of Data Subjects’ Consents and procedures for obtaining Consents in accordance with ’s record keeping guidelines.

                These records should include, at a minimum, the name and contact details of the Data Controller and the DPO, clear descriptions of the Personal Data types, Data Subject types, Processing activities, Processing purposes, third-party recipients of the Personal Data, Personal Data storage locations, Personal Data transfers, the Personal Data’s retention period and a description of the security measures in place.

                Training and Audit

                We are required to ensure all Personnel have undergone adequate training to enable them to comply with data privacy laws.

                We must also regularly test our systems and processes to assess compliance.
                You must undergo all mandatory data privacy related training and ensure your team undergo similar mandatory training.

                You must regularly review all the systems and processes under your control to ensure they comply with this GDPR Policy and Procedure and check that adequate governance controls and resources are in place to ensure proper use and protection of Personal Data.

                Privacy by Design and Data Protection Impact Assessment (DPIA)

                We are required to implement Privacy by Design measures when Processing Personal Data by implementing appropriate technical and organizational measures (like Pseudonymization) in an effective manner, to ensure compliance with data privacy principle

                You must assess what Privacy by Design measures can be implemented on all programs/systems/processes that Process Personal Data by taking into account the following:


                    • the state of the art

                    • the cost of implementation;

                    • the nature, scope, context and purposes of Processing; and

                    • The risks of varying likelihood and severity for rights and freedoms of Data Subjects posed by the Processing.

                  Data controllers must also conduct DPIAs in respect to high-risk Processing.

                  You should conduct a DPIA (and discuss your findings with the DPO) when implementing major system or business change programs involving the Processing of Personal Data including:


                      • use of new technologies (programs, systems or processes), or changing technologies (programs, systems or processes);

                      • Automated Processing including profiling and ADM;

                      • large scale Processing of Sensitive Data; and

                      • Large scale, systematic monitoring of a publicly accessible area.

                      • A DPIA must include:

                      • a description of the Processing, its purposes and the Data Controller’s legitimate interests if appropriate;

                      • an assessment of the necessity and proportionality of the Processing in relation to its purpose;

                      • an assessment of the risk to individuals; and

                      • The risk mitigation measures in place and demonstration of compliance. You must comply with ’s guidelines on DPIA and Privacy by Design.

                    Automated Processing (including profiling) and Automated Decision Making

                    Generally, ADM is prohibited when a decision has a legal or similar significant effect on an individual unless:


                        • a Data Subject has Explicitly Consented;

                        • the Processing is authorized by law; or

                        • The Processing is necessary for the performance of or entering into a contract.
                          If certain types of Sensitive Data are being processed, then grounds (b) or (c) will not be allowed but such Sensitive Data can be Processed where it is necessary (unless less intrusive means can be used) for substantial public interest like fraud prevention.
                          If a decision is to be based solely on Automated Processing (including profiling), then Data Subjects must be informed when you first communicate with them of their right to object.
                          This right must be explicitly brought to their attention and presented clearly and separately from other information. Further, suitable measures must be put in place to safeguard the Data Subject’s rights and freedoms and legitimate interests.
                          We must also inform the Data Subject of the logic involved in the decision making or profiling, the significance and envisaged consequences and give the Data Subject the right to request human intervention, express their point of view or challenge the decision.
                          A DPIA must be carried out before any Automated Processing (including profiling) or ADM activities are undertaken. Where you are involved in any data Processing activity that involves profiling or ADM, you must comply with the Dentistry@442’s guidelines on profiling or ADM.

                      Direct Marketing

                      We are subject to certain rules and privacy laws when marketing to our customers.

                      For example, a Data Subject’s prior consent is required for electronic direct marketing (for example, by email, text or automated calls).

                      The limited exception for existing customers known as “soft opt in” allows organizations to send marketing texts or emails if they have obtained contact details in the course of a sale to that person, they are marketing similar products or services, and they gave the person an opportunity to opt out of marketing when first collecting the details and in every subsequent message.

                      The right to object to direct marketing must be explicitly offered to the Data Subject in an intelligible manner so that it is clearly distinguishable from other information.

                      A Data Subject’s objection to direct marketing must be promptly honored.

                      If a customer opts out at any time, their details should be suppressed as soon as possible. Suppression involves retaining just enough information to ensure that marketing preferences are respected in the future.

                      You must comply with ’s guidelines on direct marketing to customers.

                      Sharing Personal Data

                      Generally, we are not allowed to share Personal Data with third parties unless certain safeguards and contractual arrangements have been put in place.

                      You may only share the Personal Data we hold with another employee, agent or representative of our group (which includes our subsidiaries and our ultimate holding along with its subsidiaries) if the recipient has a job related need to know the information and the transfer complies with any applicable cross-border transfer restrictions.

                      You may only share the Personal Data we hold with third parties, such as our service providers if:


                          • they have a need to know the information for the purposes of providing the contracted services;

                          • sharing the Personal Data complies with the Privacy Notice provided to the Data Subject and, if required, the Data Subject’s Consent has been obtained;

                          • the third party has agreed to comply with the required data security standards, policies and procedures and put adequate security measures in place;

                          • the transfer complies with any applicable cross border transfer restrictions; and

                          • A fully executed written contract that contains GDPR approved third party clauses has been obtained.

                        You must comply with ’s guidelines on sharing data with third parties.

                        Changes to this GDPR Policy and Procedure

                        We reserve the right to change this GDPR Policy and Procedure at any time without notice to you, so please check back regularly to obtain the latest copy of this GDPR Policy and Procedure.
                        We last revised this GDPR Policy and Procedure on 20/02/2024

                        Appointed DPO name and contact details; Dr Rehan Asmat Alam, Principal Dentist Dentistry@442 Wardle Limited.