Privacy Notice

Smile Preview is operated by Space DP Limited trading as Space Dental, a company incorporated in England and Wales with company number 12325604 and registered office at No. 2 Silkwood Office Park, Fryers Way, Ossett, West Yorkshire, England, WF5 9TJ. In this notice, "we", "us" and "our" mean Space Dental. We are the data controller for the personal data described in this notice.

You can contact us at hello@spacedental.co.uk or by phone on 01924 565955. Questions about existing appointments or treatment can also be sent to care@spacedental.co.uk. Privacy questions and requests to exercise your rights should be sent to hello@spacedental.co.uk.

This notice covers the personal data we collect when you use Smile Preview: uploading a photograph, generating an illustrative preview of possible treatment outcomes, viewing or downloading that preview, and submitting your details so that we can contact you about treatment.

Smile Preview produces an artificial, illustrative image only. It is not a clinical assessment, diagnosis or treatment plan, and it does not guarantee that any treatment is suitable for you or that any particular result will be achieved. Suitability and outcomes can only be confirmed at a consultation with one of our clinicians.

Depending on how you use Smile Preview, we collect identity and contact details (your name, email address and telephone number); the treatment or treatments you tell us you are interested in; the photograph you choose to upload; the preview images generated from it; and technical and usage information from your device and browser, such as your IP address, browser type and the pages you visit.

Special category health data. A photograph of your teeth and smile, together with the treatments you are interested in, may reveal information about your health. We process that information on the basis of your explicit consent, which you give when you upload your photograph and submit your details. You may withdraw that consent at any time for future processing by contacting us, although this may mean we cannot continue to provide the service or follow up your enquiry.

When you upload a photograph, it is stored securely and sent through our servers to an artificial intelligence image model to generate one or more illustrative previews. The generated images are stored so that you can compare, download and share them, and so that our team can refer to them if you go on to book a consultation.

When you submit your details, we record them in our customer relationship management system together with your treatment interest and the fact that you used Smile Preview. A member of our team may then contact you to discuss treatment options and offer a consultation.

We use your personal data to provide the Smile Preview service you have asked for; to contact you about the treatment you have shown an interest in and to arrange a consultation if you would like one; to send you marketing where you have agreed to it; to operate, secure and improve the service; and to meet our legal and regulatory obligations.

Our lawful bases are your consent (for processing your photograph and health-related information, and for marketing), the steps we take at your request before entering into a treatment relationship with you, our legitimate interests in running and improving the service and responding to enquiries, and compliance with legal obligations that apply to us.

We will only send you direct marketing by email or text where you have agreed to it, for example by ticking the marketing box when you submit your details, or where we are otherwise permitted to do so. You can opt out at any time by using the unsubscribe link in any marketing message or by contacting us. Opting out of marketing does not affect any enquiry you have made.

We do not share your photograph, your preview images or the content of your enquiry with advertising platforms, and we do not sell your personal data.

Opting out of marketing does not stop us sending you service messages while you have an open enquiry with us. Service messages are the communications we need to send in order to operate the service and administer your enquiry, such as confirmations, replies to your questions, consultation reminders, complaint correspondence, security notices and notices of changes to this notice. They are kept factual and operational and are not used to send you marketing you have opted out of.

Smile Preview uses technologies that are strictly necessary to provide the service you have asked for, which the law permits us to use without consent. Where our customer relationship management provider's tracking script is enabled and you have accepted analytics cookies, a cookie may be used to link your enquiry to your earlier visits so that we can respond to it in context. For more information about the cookies we use across our websites, see our main privacy notice.

We use trusted service providers to run Smile Preview. They act as our processors, on our instructions and under written contracts. They include our artificial intelligence image provider, Google, which generates the preview from your photograph; our hosting and secure file storage provider, Vercel, which stores your photograph and preview images; and our customer relationship management provider, HubSpot, which stores your contact details and enquiry in its European Union data centre.

Within Space Dental, your information is available to the clinical and patient-care teams who handle your enquiry. We may also share personal data with our professional advisers, insurers and regulators, or where we are required to do so by law.

Smile Preview uses an artificial intelligence image model to produce an illustrative picture of how your smile might look after treatment. The model receives your photograph and the treatment you have selected, and returns a generated image. We do not use your photographs or preview images to train artificial intelligence models. The preview is not a clinical decision, and no decision producing legal effects concerning you, or similarly significantly affecting you, is taken about you by automated means. If you have questions about how a preview was produced, you can contact us at the privacy address above.

Some of our service providers may process data outside the United Kingdom. Where we make a restricted transfer, we use a lawful transfer mechanism such as adequacy regulations or appropriate safeguards, and we take any additional measures required by law.

We keep personal data only for as long as we have a continuing and demonstrable purpose for holding it, and no longer. A purpose may be providing the service and following up your enquiry; keeping an accurate record of what was done, by whom and when; establishing, exercising or defending legal claims; meeting a legal, regulatory, professional or tax obligation; investigating and preventing fraud, misuse and security incidents; or dealing with a complaint, dispute or regulatory enquiry.

As a general guide, we keep photographs and preview images for the period needed to provide the service and follow up your enquiry, and we keep enquiry records for the period of any relationship with you and then for a period reflecting the limitation period for legal claims. If you go on to become a patient, your information is held as part of your dental record in line with our main privacy notice. When every purpose for holding information has come to an end, we delete it or put it beyond use. Where possible, we anonymise or aggregate information used for analytics and service improvement.

You may have the right to request access, rectification, erasure, restriction, objection, portability and withdrawal of consent where consent applies. To exercise your rights, contact hello@spacedental.co.uk. If you are unhappy with how we have handled your information, you can raise it through our complaints procedure. You also have the right to complain to the Information Commissioner's Office (ICO).

Smile Preview is not an emergency service. If you have severe pain, swelling, uncontrolled bleeding, facial trauma, breathing difficulty, or another urgent dental problem, contact NHS 111 or the equivalent urgent-care service in your area, or seek emergency treatment as appropriate.

We may update this notice from time to time. The version on this page is the current version.