SmileWhite respects the privacy of everyone whose personal data are processed by SmileWhite, including in particular that of visitors and users of the website www.yoursmilewhite.com (hereinafter: ‘the website’). The careful handling of personal data is essential to SmileWhite. SmileWhite will process your personal data in accordance with the General Data Protection Regulation (Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016).

SmileWhite processes personal data that you provide to SmileWhite by yourself, i.e. in the following situations:

  • entering into an agreement with SmileWhite regarding the delivery of products, or your request to enter into such an agreement;
  • sending a message using the contact form or the chat module on the website;
  •  writing a review;
  • subscribing to and receiving newsletters.
  • The personal data provided by you to SmileWhite will be processed for the purposes for which you have provided them and for other purposes as described in this privacy policy.

    If you provide personal data for questions or complaints, these will only be used by SmileWhite to process your request. If you have entered into an agreement with SmileWhite, the personal data you provide will be used to execute the agreement in question. If you write a review on the website at present or in the future, the personal data provided by you for that purpose will only be used to be able to publish the review on this website.

    Under of the execution of an agreement concluded between you and SmileWhite, the personal data provided by you may be shared with third parties if and insofar as this is necessary in relation to the involvement of these third parties in the execution of the agreement in question. For example, your name and address will be shared with a mail-order company which, on behalf of SmileWhite, will deliver the products purchased by you to the delivery address agreed upon with you, or your payment details which will be shared with an external payment provider when you make the payment for the order via the website.

    If you have explicitly subscribed to receive newsletters, SmileWhite will only process the personal data provided by you for this purpose in order to be able to send you the requested newsletters. However, if you have once concluded an agreement with SmileWhite, SmileWhite may send you commercial e-mail messages without your prior consent, if these messages are largely related to, or relevant to, the products previously purchased by you from SmileWhite. You may unsubscribe from further receipt of such messages in the manner indicated in the messages concerned.

    The above processing of personal data is permitted by law pursuant to the fact that you have given your implicit or explicit permission for this, or pursuant to the fact that the processing is necessary to execute an agreement concluded between you and SmileWhite or your request for the conclusion of such an agreement. With respect to this, ’agreement’ should be interpreted in a wider context. For example, your possible subscription to receive newsletters will also be regarded as ’agreement’.

    In addition, SmileWhite processes personal data if and insofar as this is necessary on the basis of a statutory regulation or court order, as well as on the so-called legal basis of ‘legitimate interests’. Legitimate interests include, for example, the detection of (attempted) unlawful and/or punishable conduct directed against SmileWhite or third parties, for example in relation to the use of the website. Legitimate interests furthermore include the processing (including storage) of your personal data by SmileWhite’s hosting provider, in order to operate SmileWhite’s website and e-mail facilities, the operator of the chat software used by SmileWhite to enable the relevant messaging function, MailChimp for sending newsletters, the operator of the review software used by SmileWhite to disclose your review on the website and the sharing of your personal data with an accounting firm in order to look after SmileWhite’s administration and bookkeeping.

    SmileWhite stores your personal data within the European Economic Area (“EEA”). However, it is possible that certain personal data collected by SmileWhite may be transferred to or stored outside the EEA because an external service provider of SmileWhite is located there. If this is the case, SmileWhite will ensure that the processing of your personal data outside the EEA takes place in a secure and lawful manner. SmileWhite will therefore take the necessary steps to guarantee that your personal data are adequately protected.

    In all cases, only authorised SmileWhite employees have access to your personal data and only to the extent necessary to carry out the tasks assigned to them. This also applies to third parties to whom SmileWhite provides personal data as described above. Under no circumstances will SmileWhite sell your personal data. The persons under the responsibility of SmileWhite, as well as third parties engaged by SmileWhite are obliged to respect the confidentiality of your personal data. Insofar as SmileWhite outsources the processing of personal data to a third party, SmileWhite will take the necessary steps to guarantee that your personal data are sufficiently protected. Such steps include, if and in so far as required by law, the handling of a processing agreement with such recipients to ensure that they take the same or comparable technical and organisational measures as SmileWhite, so that your personal data are sufficiently protected.

    Cookies and similar techniques used by SmileWhite

    SmileWhite uses functional, analytical cookies, social-media cookies, marketing cookies and similar techniques (such as Google Analytics, Facebook Pixel and Instagram Pixel which can automatically collect data when you visit the website). A cookie is a small text file that is stored in the browser of your device when you visit the website. SmileWhite uses cookies with a technical functionality only. They ensure that the website works properly and that, for example, your preferred settings are remembered. These cookies are also used to make the website work properly and to optimise it.

    SmileWhite furthermore uses analytical cookies to collect data for research purposes in order to gain a better insight into the use of the website by its visitors. Analytical cookies help analyse how the website is used by collecting log data and visitor behaviour on the website in an anonymous form.

    SmileWhite also uses cookies to display relevant offers and advertisements via third party websites. SmileWhite only uses information for displaying relevant offers and advertisements if you have given your permission to do so. Marketing cookies are used to collect such information. SmileWhite may also link your personal data to any additional information that SmileWhite has received from you. SmileWhite may moreover share your personal data with trusted third parties, for example advertisers and advertising networks, in order to be able to make you personal offers. These third parties may place their own cookies on your device to support SmileWhite with targeted advertising tailored to your personal interests. These third parties will only collect your personal data to the extent that you have given your permission to place cookies for marketing purposes.

    Social-media cookies are related to buttons that serve to promote or share web pages on social-media networks. These buttons work through bits of code that come from the social-media networks themselves. This code is used to place cookies.

    The cookie policy on the website further describes the extent to which SmileWhite uses cookies.

    Your rights

    You have the right to ask SmileWhite to inspect, delete and rectify your personal data as well as to limit the processing of your personal data. Furthermore, you have the right to object to the processing and you have the right to data transfer. This means that you can submit a request to SmileWhite to send your personal data processed by SmileWhite in a computer file to you or to an organisation mentioned by you.

    nsofar as the processing of personal data is based on the consent obtained from you, you have the right to withdraw such consent at any time, without prejudice to the lawfulness of the processing based on the consent prior to withdrawal. You have the right to lodge a complaint with the Personal Data Authority or, if you reside in a country other than the Netherlands, the supervisory authority at such location.

    Retention of personal data

    Personal data are only retained by SmileWhite for as long as is necessary in view of the purposes for which they were obtained. SmileWhite implements appropriate technical and organisational measures to secure personal data against loss and against any form of unlawful processing. With due allowance for the state of the art and the cost of implementation, these measures guarantee an appropriate level of security in view of the risks posed by the processing and the nature of the personal data to be protected. The measures shall also aim at preventing unnecessary processing of personal data.


    For questions about this privacy policy or questions or complaints about the processing of your personal data by SmileWhite, please contact SmileWhite. SmileWhite will be happy to help you if you have any questions or complaints about the processing of your personal data by SmileWhite or if you wish to change or remove your personal data.