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Privacy Policy


Smile White 

Holdings Ltd



Smile White Holdings Ltd ( “Smile White”, “we” or “us”) respects your privacy and values the relationship we have with you. Save for where specified otherwise, capitalised terms on this page shall bear the same meanings as those given to them in our Terms and Conditions. 


This Privacy Policy describes how Smile White collects, uses and shares your personal data when you visit or make a purchase from, or in association with, www.smilewhite.co.uk. 


References in this Privacy Policy to “we”, “us”, “our”, “Smile White” are references to the entity or entities responsible for establishing the purposes for the processing of your personal information. Unless otherwise indicated, our Brand in the United Kingdom and Republic of Ireland follow this Privacy Policy.


We are a ‘controller’ for the purposes of the General Data Protection Regulation (EU) 2016/679 (‘GDPR’), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations (EU) 2003/2426 (collectively, “Data Protection Laws”). References to our services in this Policy includes our Website, apps, devices and other Products and Services. This Policy applies to our Services that display or reference this Policy, but it does not apply to any services that display or reference a different Privacy Policy.


This Privacy Policy details the types of personal information we collect and process about you, what we use them for, how we use them, who we share them with and why. Please read this Policy carefully and contact us using the details set out below, if you have any questions. If you disagree with any of the ways in which we might use your personal data in this Privacy Policy, you should not use our Services.



Personal Data We Collect


At Smile White, we believe our Privacy Policy should be as transparent as our clear aligners. 


We collect information about you from different sources and in various ways when you use our Services and Website, including information you provide directly, information collected automatically, information from third-party data sources and data we infer or generate from other data.


We may collect or process the following types of information about you, depending on how you interact with our Services or use this Website, including, but not limited to:


  • basic personal information such as your name, phone number, email address, postcode, which you provide us;
  • marketing preferences, which you provide us;
  • information to help us treat you as such as age, gender and health information regarding your teeth and gums, including images of your teeth and face;
  • information we receive from third parties (e.g., business partners, service providers, advertising networks, analytics providers, data providers, search information providers or social networks); 
  • records of communications you have with us (e.g., emails, texts, call recordings, online video consultation calls, social media public comments and direct messages);
  • other information you provide to us voluntarily, including as part of a survey or promotions; and
  • technical information about your device and website usage, including cookies (see our Cookies Policy).



Our Use of Personal Data


Smile White uses personal data to power our Services, to process your transactions, to communicate with you, for security and fraud prevention, and to comply with the law. We may also use personal data for other purposes with your consent, including:


  • to facilitate your use of our Services, in accordance with our Terms, which includes sharing your information, including your approximate location, with: (1) our network of Dental Partners, and (2) third-party finance providers;
  • to provide certified physicians with information on actual or prospective patients;
  • to communicate with you in relation to your use of our Services and provide you with customer support;
  • for internal management, administrative and organisational reasons;
  • to share information with our suppliers and other third parties in order to provide you with the Services which you have requested of us;
  • to invite you to become a member of our ambassador programme (where applicable);
  • to develop and improve our business, including understanding you better through the use of data analytics and benchmarking; and
  • to enable us to provide you with advertising and marketing that we believe is relevant to you through the use of data analytics and profiling. 


If we ask you to provide personal information to comply with a legal requirement or to perform a contract with you, we will make this clear at the relevant time and advise you whether the provision of your personal information is mandatory or not (as well as of the possible consequences if you do not provide your personal information).


Smile White retains personal data only for so long as necessary to fulfill the purposes for which it was collected, including as described in this Privacy Policy or in our service-specific privacy notices, or as required by law. We will retain your personal data for the period necessary to fulfill the purposes outlined in this Privacy Policy and our service-specific privacy notices. When assessing retention periods, we first carefully examine whether it is necessary to retain the personal data collected and, if retention is required, work to retain the personal data for the shortest possible period permissible under law. 



Our Legal Basis for Processing Personal Data


Where required by law, we will use the information you provide for the above purposes if:


  • it is necessary to perform a contract to which you are a party (e.g., to process your payment and fulfil your order);
  • we have obtained consent (e.g., for marketing communications);
  • we have a legitimate interest in doing so (including a legitimate interest in performing marketing activities, research activities, data analytics, internal administration functions, or for fraud prevention purposes, enforcement of adherence to our Policies, Terms and conducting our business in compliance with relevant industry standards and our Policies); or
  • we need to comply with a legal obligation under applicable law.



Sharing Personal Data


Smile White may share personal data with Smile White-affiliated companies, service providers who act on our behalf, our partners, developers and publishers, or others at your direction. Further, Smile While does not share personal data with third parties for their own marketing purposes.


  • Service providers: Smile White may engage third parties to act as our service providers and perform certain tasks on our behalf, such as processing or storing data, including personal data, in connection with your use of our Services and delivering Products to customers. Smile White service providers are obligated to handle personal data consistent with this Privacy Policy and according to our instructions. 


  • Partners: At times, Smile White may partner with third parties to provide services or other offerings. For example, Smile White ambassador programmes are offered by Smile White and our partners. Smile White requires its partners to protect your personal data.


  • Others: Smile White may share personal data with others at your direction or with your consent, such as when we share information with our Dental Partners to start treatment. We may also disclose information about you if we determine that for purposes of national security, law enforcement or other issues of public importance, disclosure is necessary or appropriate. We may also disclose information about you where there is a lawful basis for doing so, if we determine that disclosure is reasonably necessary to enforce our Terms or to protect our operations or users, or in the event of a reorganisation, merger or sale. 


Smile White does not sell your personal data including as “sale” is defined in England and Wales. Smile White also does not “share” your personal data as that term is defined in England and Wales.



How You Control Your Personal Data


You have rights and choices in connection with the personal information we have about you. 


  • Data Subject Rights: Depending on applicable laws, you have rights with respect to your personal information. For example, you can request access to the personal information we maintain about you, update and correct inaccuracies in your personal information, and have the personal information deleted or transmitted to a third-party. You can also request to withdraw your consent you previously provided to us, to restrict or to object to the processing of your personal information, or to provide us with general or specific guidelines relating to the storage, deletion and sharing of your personal information after your death. You have the right at all times to raise a complaint with the Information Commissioner’s Office (ICO). Go to https://ico.org.uk/ for further information.


  • Marketing and Advertising Preferences: Your online account may offer you the ability to edit your marketing preferences. You can also opt-out of receiving marketing communications (such as, but not limited to, email, postal mail or text messages) by following the unsubscribe instructions sent within those communications, we will no longer use the related personal information (such as, but not limited to, your email address or phone number) for targeted advertising purposes.


  • Mobile Device and Browser Preferences: Depending on your mobile device or web browser, we may request your location or request to send you push notifications. You can edit your preferences using the settings on your device. 


  • Cookie Preferences: You can choose how certain cookies are used in connection with our Website. You can edit your cookie preferences at any time by editing your browser settings. For additional details, read our Cookies Policy. 



Location of Your Personal Data


The personal data we collect may be stored and processed in your country or region, or in any other country where we or our affiliates, subsidiaries or service providers process data. We take steps to process and protect personal data as described in this Policy wherever the data is located. 



Third Party Links


The Website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy policies. When you leave our Website, we encourage you to read the privacy policy of the websites that you visit. 



Contact Us


For the purpose of UK data protection laws, the controller of your personal information when you use our Website and/or Services is Smile White Holdings Ltd (Company Number 12014837) of Westfield House, Lower Wortley Road, Leeds, LS12 4PX.


Please direct any private concerns, complaints or questions you may have to any one of the following; by emailing us at hello@smilewhite.co.uk (with the subject line ‘Data Protection’) or write to us at Smile White, Unit 1 Landmark Court, Beeston, Leeds, LS11 8JT. 



Last updated: 21 November, 2025