Privacy policy

SmilePro Privacy Policy

Last updated: 22 October 2026

This Privacy Policy explains how SmilePro collects, uses, shares and protects your personal data when you visit or buy from uk.smileproworldwide.com, eu.smileproworldwide.com, dk.smileproworldwide.com, se.smileproworldwide.com and related subdomains (the "Site"), or when you contact us. It is written to meet the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and the EU General Data Protection Regulation (GDPR).

1. Who we are

The controller of your personal data is SmilePro Pty Ltd (ACN 639 314 275), 162 The Avenue, Peregian Springs, Queensland 4573, Australia ("SmilePro", "we", "our", "us"). For any privacy question or request, contact our Privacy Officer at contact@smileproworldwide.com.

2. Information we collect

• Contact and identity details: name, email address, phone number, delivery and billing address, and, if you choose to give them, date of birth and gender
• Order details: products bought, order history, subscriptions, returns, refunds and guarantee claims
• Payment information: your card and payment details are processed by our payment providers. We don't see or store your full card number.
• Communications: emails, chat messages, reviews, photos and anything else you send us
• Device and usage data: IP address, browser and device type, pages viewed and how you reached the Site, collected through cookies and similar technologies (see section 9)

We collect this information from you when you place an order, create an account, sign up for emails or SMS, enter a promotion, leave a review or contact us; automatically when you use the Site; and from our partners, for example delivery tracking from carriers and ad interaction data from advertising platforms.

3. How we use your information and our lawful bases

• To process and deliver your order, manage your subscription, and handle returns, refunds and guarantee claims. Lawful basis: performance of our contract with you.
• To answer your questions and give customer support. Lawful basis: performance of our contract with you, or our legitimate interest in helping you.
• To send you marketing emails and SMS. Lawful basis: your consent. If you are already a customer, we may email you about similar SmilePro products based on our legitimate interest, and you can opt out at any time.
• To show you relevant ads and measure how they perform, using non-essential cookies. Lawful basis: your consent.
• To improve our products and Site, including analytics. Lawful basis: your consent where cookies are involved, otherwise our legitimate interest in running and improving our business.
• To prevent fraud and keep the Site secure. Lawful basis: our legitimate interest in protecting our customers and business.
• To keep tax and accounting records and meet other legal duties. Lawful basis: legal obligation.

Where we rely on legitimate interests, we have balanced them against your rights. You can ask us for details of that assessment.

4. Who we share it with

• Service providers who run our store for us, under contracts that only let them use your data on our instructions: our e-commerce platform and checkout (Shopify), payment providers, our warehouse partners in the UK and the Netherlands, delivery carriers, our email and SMS platform (Klaviyo), and our customer service, review and subscription tools
• Advertising and analytics partners, such as Google, Meta, TikTok, Microsoft and OpenAI, when you accept the relevant cookies
• Our staff and contractors who need it to do their job
• Customs, tax authorities, police or regulators when the law requires it
• A buyer or successor if SmilePro or its assets are sold or restructured

We do not share your SMS opt-in data or consent with third parties.

5. International transfers

SmilePro is based in Australia. When you buy from us, you provide your information directly to SmilePro so we can fulfil your order. Some of our service providers process data in other countries, including the United States and Canada.

When your personal data is transferred outside the UK or the European Economic Area (EEA), we make sure it is protected by one of these safeguards: an adequacy decision (for example for Canada, New Zealand or the UK), the EU-US Data Privacy Framework and its UK Extension for certified US providers, or the European Commission's Standard Contractual Clauses together with the UK International Data Transfer Addendum. You can ask us for a copy of the safeguards that apply.

6. How long we keep it

• Order, payment and refund records: 7 years, to meet tax and accounting laws
• Your account: until you ask us to close it
• Marketing details: until you unsubscribe. After that, we keep a minimal record so we don't contact you again.
• Customer service messages: 3 years after your last contact with us
• Cookies: for the period shown when you make your cookie choice

After that, we delete your information or make it anonymous.

7. Your rights

You have the right to:

• access the personal data we hold about you and get a copy of it
• have inaccurate data corrected
• have your data deleted
• restrict how we use your data
• receive your data in a portable format, or have it sent to another company
• object to our use of your data based on legitimate interests, and object at any time to direct marketing
• withdraw your consent at any time, without affecting what we did before you withdrew it

We don't make decisions about you based solely on automated processing that have legal or similarly significant effects.

To use any of these rights, email contact@smileproworldwide.com or use our personal data request page. Requests are free. We'll reply within one month, and we may ask you to confirm your identity first. We can only charge a reasonable fee, or refuse a request, if it is clearly unfounded or excessive, and we'll explain why if we do.

8. Direct marketing and opting out

You can stop marketing at any time by using the unsubscribe link in any email, replying STOP to any SMS, or emailing contact@smileproworldwide.com. We'll still send you messages about your orders and subscription.

9. Cookies

We use cookies and similar technologies to keep the Site working, remember your basket, analyse traffic, and personalise content and ads. Strictly necessary cookies are always on. Analytics and marketing cookies are only used with your consent, which you give or refuse through the cookie banner when you first visit.

You can change your choice at any time: email us, or clear the cookies and site data for our Site in your browser and the banner will ask you again. You can also block cookies in your browser settings, though some parts of the Site may not work without them.

10. Payment methods

When you pay with a card, PayPal, Apple Pay, Google Pay, Shop Pay or a local payment method, the payment provider receives the details needed to process your payment and handles them under its own privacy policy.

11. Data security

We use technical and organisational measures to protect your personal data, including:

• Staff training and internal policies
• Access to data restricted to people who need it, protected by passwords
• Encryption of data in transit (TLS)
• Secure deletion or anonymisation of information we no longer need

12. Children

Our products are designed for adults, and our whitening products are not for anyone under 18. We don't knowingly collect personal data from children.

13. Links to other websites

Our Site may contain links to external websites. We are not responsible for the privacy practices of third-party websites and encourage you to review their privacy policies.

14. Mobile messaging terms

If you sign up for SmilePro SMS, you'll receive recurring messages about offers, updates and your account. Message frequency varies. Standard message and data rates may apply. You can unsubscribe at any time by replying STOP to any message or by emailing contact@smileproworldwide.com. Please tell us if your mobile number changes.

15. Complaints

If you have a concern about how we handle your personal data, please contact us first at contact@smileproworldwide.com. We'll reply within one month.

You also have the right to complain to a data protection authority:

• UK: the Information Commissioner's Office (ICO), ico.org.uk, 0303 123 1113
• EU and EEA: the data protection authority in the country where you live, work or where the issue happened. You can find yours at edpb.europa.eu.

16. Changes to this Privacy Policy

We may update this Privacy Policy from time to time. The date at the top shows when it last changed. If we make a significant change, we'll tell customers by email or with a notice on the Site.