Privacy Policy
How we look after your personal and health information.
Who we are
Pembridge Dental is run by Pembridge Oral Care Ltd (company number 12995550), 192 Campden Hill Rd, London W8 7TH. We are the data controller for the personal information described here. We are registered with the Information Commissioner's Office, registration number ZB323848. You can contact us about your information by emailing info@pembridgedental.co.uk, calling 020 7727 3976 or writing to us at the practice.
What we collect, and why
- When you book online: online bookings go into our practice diary, Dentally. We use your name, contact details, date of birth and the reason for your visit to arrange your appointment.
- When you contact us: by phone, by text or on WhatsApp, we use what you send us to reply to you and, if you ask, to book an appointment. Some calls are answered by our call-answering service, which takes your details and books you in or passes your call to the practice. Calls answered by this service are recorded; calls with our own team are not.
- After your visit: we may text or email you about your appointment, and ask whether you would leave us a review. You can tell us to stop at any time.
- When you are our patient: we keep dental records, medical history and X-rays because we must, to treat you safely and to meet our legal and professional duties.
We rely on these lawful bases under UK GDPR: providing the care you ask for (contract), the record-keeping our regulators require (legal obligation), and running the practice well, such as appointment reminders (legitimate interests). Health information is "special category" data. We use it to provide health care, which the law allows, and we keep it confidential.
Who we share it with
We use trusted suppliers to run the practice: our practice management and booking system, our messaging and enquiry inbox, our membership plan provider (DPAS) if you join a plan, and laboratories that make crowns, dentures and aligners. They may only use your information to provide their service to us. Some of these suppliers may store information outside the UK; where they do, it must be protected to the standard UK law requires. We share information with other health professionals, such as a hospital or another dentist, when your care needs it, and with regulators where the law requires it. We never sell your information.
How long we keep it
Dental records are kept for at least as long as NHS and professional guidance recommends for health records, which is longer for children. Enquiries that do not lead to an appointment are deleted when they are no longer needed.
Your rights
You can ask for a copy of the information we hold about you, ask us to correct it, and in some cases ask us to delete it, stop using it, or move it to another provider. To make a request, contact the practice. We reply within one month. If you are unhappy with how we handle your information, you can complain to the Information Commissioner's Office at ico.org.uk.
This website
This website asks before using optional cookies. If you accept, the Google map loads automatically and Google may set its own cookies. If you decline, the map only loads if you choose to show it. Your choice is saved on your device, and you can change it at any time using Cookie settings at the bottom of any page. We do not use advertising or analytics cookies at present. Before we add visitor statistics, we will update this policy and ask for your consent. Links to Google, DPAS, WhatsApp and our booking system take you to their own websites, which have their own privacy policies.
Last updated November 2026. See also our terms of use.