Privacy policy

Last updated: 13 October 2026

This privacy policy explains how Puredent ApS processes personal data when you visit puredent.dk, buy from us, register for a course or contact us. The webshop sells only to businesses and other trade customers. The data we process is therefore mainly about contact persons at our customers.

Key points

  • We use your data to handle orders, delivery, courses and customer service.
  • We only use statistics and marketing cookies if you have said yes in the cookie banner.
  • We do not sell your personal data.
  • You can always ask for access to, correction of or deletion of your data.

Data controller

Puredent ApS
Langebjerg 1, 4000 Roskilde, Denmark
CVR number: 36561122
Telephone: +45 31 31 19 25
Email: boas@puredent.dk

Write to us if you have questions about your personal data or want to exercise your rights.

What data we process, and why

Orders, delivery and invoicing

When you order, we process your name and, where relevant, your company name, billing and delivery address, email, telephone number, the items you buy, and information about payment and delivery. We use this data to process the order, ship the goods, invoice, handle complaints and returns, and answer questions about the order.

The processing is necessary to perform the contract with you or your business (Article 6(1)(b) of the General Data Protection Regulation). If you act on behalf of a business, we process your data as a contact person because we have a legitimate interest in being able to complete the purchase (Article 6(1)(f)). We keep invoices and other accounting records because the Danish Bookkeeping Act requires it (Article 6(1)(c)).

Allografts

When you order allografts, we ask for the name of the responsible clinician and the planned date of the surgery. Allografts are sent directly from the supplier in Germany (botiss biomaterials or DIZG), and we pass this information on to the supplier so that the item can be delivered on time and traced. We do not ask for information about the patient.

The legal basis is the contract (Article 6(1)(b)) and our legitimate interest in the tissue being traceable from supplier to clinician (Article 6(1)(f)).

Courses

When you register yourself or others for a course, we process the name, role, email and, if given, telephone number of each participant and the buyer's clinic. If you register colleagues, we receive their information from you. We use it for the participant list, to send practical information about the course to the buyer and the participants (for example a welcome email with time, place and programme) and to invoice. This is not marketing. The legal basis is the contract (Article 6(1)(b)) and our legitimate interest in running the course for those registered (Article 6(1)(f)). Giving dietary requirements or allergies is voluntary. We use them only for the catering, and the legal basis is your consent when you fill in the field (Article 9(2)(a)).

Customer account and B2B pages

If you create a customer account, we store your email, your addresses and your order history so that you can see previous purchases. You sign in with a one-time code sent to your email, so we do not store a password. Some pages require you to be signed in. Access to them is controlled by the app BSS B2B Lock. The legal basis is the contract (Article 6(1)(b)).

Enquiries and quotations

If you write to us, call us or request a quotation via the webshop, we process the information you give us so that we can reply. The legal basis is our legitimate interest in answering enquiries (Article 6(1)(f)) and, where the enquiry concerns a purchase, the contract (Article 6(1)(b)).

Favourites

If you save items as favourites, the app Lyst remembers the list so that you can find the items again. This requires that you have accepted preference cookies.

Newsletter

If you sign up for our newsletter, we use your email to send it. Your sign-up is stored in Shopify. We only do this with your consent (Article 6(1)(a)), and you can always unsubscribe via the link in each email.

AI assistants

Our products may be shown in AI assistants such as ChatGPT, Microsoft Copilot and Meta AI via Shopify. What you write to an AI assistant is processed by that service under its own privacy policy. If you click through and buy in our webshop, this policy applies.

Cookies and statistics

Necessary cookies make the cart, checkout, language selection and sign-in work. We only use anything else if you have said yes in the cookie banner (Article 6(1)(a)):

  • Preferences: for example favourites and the items you viewed most recently.
  • Statistics: Shopify's store statistics and Google Analytics, which is loaded via the Google & YouTube app.
  • Marketing: measuring which channel brought you to the store.

YouTube videos are shown as a still image. YouTube is contacted only when you press play, and only then does YouTube set its own cookies.

You can change or withdraw your choice at any time via "Cookie settings" at the bottom of the page. There you can also see which cookies we set and what they are used for. At checkout and on the customer account pages, which are run by Shopify, Shopify's own cookie banner is shown.

When you make a choice in the cookie banner, we store it together with a random consent ID, the time, the language and the page you were on. The ID is also stored in your browser, and you can see it under the "About" tab in the cookie banner. We do not store your IP address or any other information about you. The purpose is to be able to document your consent (Article 7(1)), and the legal basis is our legal obligation (Article 6(1)(c)). The data is kept by us in the EU.

Who we share data with

We do not sell your personal data. We only share it when it is necessary for the purposes described above:

  • Shopify runs the webshop, checkout, customer accounts and our order emails. For most functions, Shopify processes the data on our behalf. For some of Shopify's own functions, such as Shop Pay and signing in with Shop, Shopify is itself the data controller. Read more in Shopify's privacy policy.
  • GLS and the shipping system Shipmondo receive your name, address, telephone number and email so that the parcel can be delivered.
  • botiss biomaterials and DIZG in Germany receive the information about the clinician and the surgery date when you order allografts.
  • Google receives information about your visit via Google Analytics, but only if you have said yes to statistics.
  • YouTube receives information about your visit, but only when you play a video yourself.
  • Suppliers of apps and IT that we use to run the store, for example Lyst (favourites), BSS B2B Lock (sign-in to B2B pages) and SP Request a Quote (quotation requests), as well as our own tools, which run on Railway and send email via Simply.com. They may only use the data on our instructions.
  • Our auditor and public authorities, where the law requires it.

Transfers to countries outside the EU/EEA

Some of our suppliers, including Shopify and Google, may process data outside the EU/EEA, for example in Canada and the USA. This only happens on a lawful basis, for example European Commission decisions that the country provides an adequate level of protection (including the EU-U.S. Data Privacy Framework), or the European Commission's standard contractual clauses.

How long we keep data

  • Accounting records, including invoices and orders: 5 years from the end of the financial year to which they relate, under the Danish Bookkeeping Act.
  • Customer account: for as long as the account exists. You can always ask us to delete it.
  • Course participants: the participant list is deleted no later than 12 months after the course. The order and invoice are kept as accounting records.
  • Enquiries: for as long as necessary to answer and follow up on them.
  • Cookies: see the lifetimes under "Cookie settings" at the bottom of the page.
  • Your cookie choice: 2 years (consent ID and choice, see "Cookies and statistics").
  • Job applications: deleted when the recruitment process has ended. Unsolicited applications are kept for no more than 6 months.

Your rights

You have the right to:

  • access the data we hold about you
  • have incorrect data corrected
  • have data deleted when we are no longer allowed or required to keep it
  • have the processing of your data restricted
  • object to processing based on our legitimate interest
  • receive the data you have given us yourself in a commonly used, machine-readable format
  • withdraw your consent. This does not affect processing carried out before you withdrew it.

Write to boas@puredent.dk if you want to exercise your rights. We reply no later than one month after receiving your request, and we may ask you to confirm your identity.

Complaints

You can complain to the Danish Data Protection Agency (Datatilsynet), Carl Jacobsens Vej 35, 2500 Valby, Denmark, www.datatilsynet.dk. If you live in another country, you can also complain to the supervisory authority there, for example Persónuvernd in Iceland, Datatilsynet in Norway or the Information Commissioner's Office in the United Kingdom.

Children

The webshop sells only to trade customers and is not aimed at children.

Changes

We update this policy when the way we process personal data changes. The date at the top shows when it was last changed.

Other terms

Please also read our terms of service.