Privacy Policy

1.1 This website, pharmadentdirect.co.uk ("the Site"), is operated by Merit Wholesale Ltd, located at Unit A4 Phoenix Business Centre, HA1 2SP, referred to as “we,” “us,” or “our” throughout this policy.

1.2 You can contact us:

• By post: To the address above.
• By email: Using the contact information provided on our website.

2.1 This policy may be updated periodically by publishing a new version on our website.

2.2 It is your responsibility to check this page regularly for changes.

2.3 For significant updates, we may notify you via email or other contact details we hold.

3.1 Categories of Data Processed

We may process the following types of data:

• Usage Data: Includes your IP address, browser type, location, and browsing behaviour.
• Account Data: Includes your name and email address.
• Transaction Data: Includes details of purchases and payment information.
• Enquiry Data: Includes details submitted via contact forms or inquiries.

3.2 Purposes of Data Processing

We process your data for:

• Website analytics and improving user experience.
• Fulfilling transactions and service delivery.
• Communicating with you about inquiries and services.
• Marketing purposes (with your consent).

3.3 Legal Bases for Processing

Data processing is conducted under one or more of the following legal bases:

• Consent (e.g., for marketing purposes).
• Contractual necessity (e.g., processing orders).
• Legitimate interests (e.g., fraud prevention).
• Compliance with legal obligations.

4.1 We may share your data with:

• Affiliates or subsidiaries as needed for operations.
• Payment processors for handling transactions.
• Insurers or legal advisors for claims or compliance purposes.
• Third-party review platforms to gather feedback on our services.

4.2 In relation to payment services like Klarna, we may share personal data to assess eligibility and provide tailored payment options.

5.1 Retention Policy

We retain personal data only as long as necessary for its purposes:

• Transactional Data: Retained during the contract and for six years thereafter.
• Marketing Data: Retained indefinitely unless you withdraw consent.

5.2 Deletion Requests

You may request deletion of your data by contacting us. Marketing emails include an unsubscribe link for your convenience.

6.1 Under data protection laws, you have the following rights:

• Access: Obtain details about your data.
• Rectification: Correct inaccuracies.
• Erasure: Request deletion of your data.
• Restriction: Limit processing in certain circumstances.
• Objection: To processing for legitimate interests or direct marketing.
• Data Portability: Receive data in a machine-readable format.
• Withdraw Consent: At any time where processing is based on consent.

6.2 To exercise these rights, email us using the contact details provided on our website.

7.1 What Are Cookies?

Cookies are small data files stored on your device that help improve website functionality and user experience.

7.2 Cookies We Use

We may use cookies for purposes such as:

• Authentication: To recognise you across sessions.
• Personalisation: To tailor website content.
• Security: To prevent fraudulent activities.
• Advertising: To deliver relevant ads.
• Analytics: To track website usage and performance.

7.3 Third-Party Cookies

Our service providers, such as Google Analytics, may use cookies on our behalf. Third-party websites linked from our Site may also use cookies, over which we have no control.

8.1 Most web browsers allow you to block or delete cookies. Instructions are typically available in your browser’s settings or via a web search for your specific browser.

8.2 Note that disabling cookies may impair certain website functionalities.

If you have any questions about this policy, your data, or your rights, please contact us at the email address provided on our website.