Privacy Policy
Last updated: 16/03/26
Dentadurance Ltd.
Privacy Policy
Who We Are
What Data We Collect
We may collect the following types of personal data:
Identity data: first name, sport or discipline, and role (e.g. athlete, coach)
Contact data: email address
Survey and feedback data: responses you provide in product surveys or feedback forms
Usage data: how you interact with our website (collected via cookies and analytics tools)
How We Use Your Data
We use your personal data for the following purposes:
To respond to enquiries and communicate with you about our products
To process and fulfil orders for our products and subscriptions
To conduct product research and improve our offering
To use anonymised survey feedback in marketing and public-facing materials
Where you have explicitly consented, to quote your feedback publicly using your first name and sport or distance (e.g. “Jane, ultramarathon runner”)
To comply with our legal and regulatory obligations
Legal Basis for Processing
We process your personal data on the following legal grounds under UK GDPR:
Consent: where you have opted in to be quoted publicly or to receive marketing communications
Legitimate interests: to conduct product research and improve our products using anonymised feedback
Contractual necessity: to fulfil orders and manage subscriptions
Who We Share Your Data With
We do not sell your personal data. We may share it with trusted third parties only where necessary, including:
Service providers who help us operate our website, process payments, or fulfil orders (e.g. payment processors, email platforms)
Partner brands (such as sports nutrition brands) where you have consented to limited data sharing solely to enable a specific benefit or partnership offer
Regulatory or legal authorities where required by law
Any data shared with partners is restricted to the minimum necessary (e.g. a binary purchase confirmation event) and never includes full personal order histories, payment details, or behavioural data.
How Long We Keep Your Data
We retain your personal data only for as long as necessary to fulfil the purposes set out in this policy, or as required by law. Survey and feedback data is retained for up to 3 years. Order and subscription data is retained for 7 years in line with HMRC requirements. You may request deletion of your data at any time (see Section 8).
Cookies
Our website may use cookies and similar tracking technologies to understand how visitors use our site and to improve your experience. You can manage your cookie preferences through your browser settings at any time.
Your Rights
Under UK GDPR, you have the right to:
Access: request a copy of the personal data we hold about you
Rectification: ask us to correct inaccurate or incomplete data
Erasure: request that we delete your data, subject to legal obligations
Withdraw consent: where processing is based on consent, you may withdraw it at any time without affecting the lawfulness of prior processing
Object or restrict: object to or request restriction of certain processing activities
To exercise any of these rights, please email us at will@dentadurance.com. We will respond within 30 days.
Complaints
If you are unhappy with how we have handled your personal data, you have the right to lodge a complaint with the UK’s Information Commissioner’s Office (ICO) at ico.org.uk or by calling 0303 123 1113.
10. Changes to This Policy
We may update this Privacy Policy from time to time. The latest version will always be available on our website and will show the date it was last updated. We encourage you to review it periodically.