Privacy Policy
Last updated: June 2026
5 Dental & Skin is committed to protecting your privacy and handling your personal data fairly, lawfully and transparently. This Privacy Policy explains how we collect, use, store and share personal data when you contact us, enquire about treatment, register as a patient, use our website, submit an online form, book an appointment or otherwise interact with the practice.
1. Who we are
5 Dental & Skin operates from 5 Royal Parade, Tilford Road, Hindhead, Surrey, GU26 6TD. The data controller is Emma Clayton Jones LTD. The Information Governance Lead and Data Protection Officer is Emma Clayton Jones.
If you have any questions about this Privacy Policy or how your personal data is used, please contact us:
5 Dental & Skin, 5 Royal Parade, Tilford Road, Hindhead, Surrey GU26 6TD
Telephone: 01428 605594
Email: info@5dental.co.uk
Please mark data protection correspondence for the attention of the Information Governance Lead.
2. The personal data we collect
Depending on how you interact with us, we may collect and use the following categories of personal data:
Identity and contact data
Your name, title, postal address, email address, telephone number, date of birth and gender.
Patient and treatment data
Medical history, dental history, family medical history where relevant, clinical notes, treatment plans, estimates, recalls, appointment history, radiographs, clinical photographs, consent records and related correspondence. For skin therapy patients, this also includes skin consultation records, treatment history and skincare photographs.
Family or emergency contact details
Where these are needed for a child patient or for emergency contact purposes.
Financial and transaction data
Billing and payment details, membership plan information and debt recovery information where relevant.
Technical and website data
IP address, browser information, device data and information gathered through cookies or similar technologies when you use our website.
Marketing and communications data
Your communication preferences and whether you wish to receive newsletters, practice announcements or information about treatments and services.
Special category data
Health data and, where relevant, equality monitoring data (such as ethnicity, religion or sexual orientation) where this is needed to comply with legal obligations under the Equality Act 2010 or to tailor your care appropriately.
3. How we collect personal data
We collect personal data directly from you when you contact us, complete website forms, use online booking, register as a patient, complete medical history or consent forms, subscribe to communications, attend appointments or communicate with us by email, telephone or in person.
4. How we use your personal data
We may use your personal data to:
- Respond to enquiries and arrange consultations
- Register you as a patient and maintain your clinical records
- Provide dental treatment, prevention and oral health advice
- Provide skin therapy and aesthetic treatments
- Prepare treatment plans and estimates, manage appointments and recalls
- Process payments and manage your membership plan
- Support referrals to other practitioners, specialists or hospitals
- Comply with our legal, regulatory and professional responsibilities
- Improve our services and the way our website works
Where you have agreed, we may also use your contact details to send you practice updates, newsletters or information about treatments and services. These will be relevant and infrequent; we will not bombard you.
5. Our lawful bases for processing
We are required by law to have a lawful basis for processing personal data. Depending on the purpose, we rely on one or more of the following:
Contract
Where processing is necessary to provide the services you have requested or to take steps before entering into an agreement with you.
Legal obligation
Where we must process data to comply with legal, regulatory, NHS, CQC, GDC, tax or safeguarding obligations.
Legitimate interests
Where processing is necessary for the legitimate interests of the practice, such as administering the business, improving services, operating the website or recovering debts and where those interests are not overridden by your rights.
Consent
Where consent is the appropriate basis, for example for marketing communications. You can withdraw consent at any time by contacting us or using the unsubscribe link in any communication.
Special category data
Where we process health data or other special category data, we rely on the relevant Article 9 conditions under UK GDPR, primarily that processing is necessary for the provision of health care, or another valid condition applies.
6. Who we may share your personal data with
We only share personal data where it is necessary, proportionate and lawful. We never sell your personal data to third parties.
Depending on the circumstances, sharing may include:
- Other dentists, doctors, hospitals, specialists or dental laboratories involved in your care or referral; we will always seek your permission before making a referral
- The NHS in England, Scotland and Wales, or the HSC in Northern Ireland, where you are receiving NHS or HSC treatment
- Third-party suppliers who help us run the practice, including our practice management software (CareStack), our telephone and call-recording system (VoiceStack), IT support, payment processors and secure document storage providers, acting as data processors under appropriate contractual controls
- Professional advisers, insurers, auditors or regulators where disclosure is required or appropriate
- Law enforcement agencies or courts where disclosure is required by law or necessary to protect rights, safety or the public interest
7. Storage, security and international transfers
We take appropriate technical, organisational and physical measures to protect personal data against unauthorised or unlawful processing, accidental loss, destruction or damage.
Personal data is stored within the UK or EU, in digital or hard copy format. Where any personal data is stored or processed outside the UK and/or EU — for example through cloud-based software suppliers — we ensure appropriate safeguards are in place as required by law.
8. How long we keep personal data
We keep personal data only for as long as is necessary for the purposes for which it was collected, including to meet legal, regulatory, clinical and professional requirements.
- Special category data within patient records is retained for a minimum of 10 years, and may be longer for complex records or where our legal obligations require it
- Other personal data is generally retained for 2 years after it was last processed
- More detailed retention information is available from the practice on request
9. Marketing communications
Where you have asked to hear from us, or where we are otherwise permitted to contact you, we may send practice announcements, newsletters or information about treatments and services. We aim to keep communications relevant and occasional.
You can opt out at any time by using the unsubscribe link in any email or by contacting us directly. We will not send marketing by electronic means where consent is required unless that consent has been given.
10. Cookies and website technologies
Our website uses cookies and similar technologies to help the site function, understand how visitors use it and, where enabled, support marketing activities.
Cookies that are not strictly necessary will only be used with your consent. Please see our separate Cookie Policy and cookie settings for more information about the specific cookies used, their purpose and how to manage your preferences.
11. Your rights
Under UK data protection law, you may have the right to:
- Be informed about how your personal data is used
- Request access to the personal data we hold about you
- Request correction of inaccurate or incomplete data
- Request deletion of data in certain circumstances
- Restrict or object to certain processing in certain circumstances
- Request data portability in certain circumstances
- Withdraw consent at any time where processing is based on consent
Some of these rights are subject to legal exemptions. For example, we may need to retain clinical records for legal and professional reasons even where a deletion request is made. To exercise any of your rights, please contact us using the details in Section 1. We will respond in line with our legal obligations.
12. Complaints
If you have any concern about how we handle your personal data, please contact us in the first instance so that we can look into it. You also have the right to complain to the Information Commissioner’s Office (ICO):
Telephone: 0303 123 1113
Website: ico.org.uk
Post: Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF
13. Changes to this policy
We may update this Privacy Policy from time to time to reflect changes in law, guidance, technology or the way the practice operates. The latest version will always be published at 5dentalskin.co.uk/privacy-policy.
