Privacy Policy

Policy contents and quick links

  1. What’s in this policy?
  2. What does this policy cover?
  3. How do you protect my personal information?
  4. What types of personal information does Smirthwaite USA LLC collect about me?
  5. How long will Smirthwaite USA LLC keep my personal information?
  6. How can Smirthwaite USA LLC use my personal information?
  7. When will Smirthwaite USA LLC use my information to contact me?
  8. Will I be contacted for marketing purposes?
  9. When does Smirthwaite USA LLC share my personal information with others?
  10. Can I delete my information?
  11. What are my rights?
  12. How does Smirthwaite USA LLC use cookies and similar tracking?
  13. How will I find out about changes to this policy?
  14. How can I contact Smirthwaite USA LLC?

1. What’s in this policy?

This policy tells you:

  • What information we might collect about you
  • How we might use that information
  • When we might use your details to contact you
  • What information of yours we might share with others
  • Your choices about the personal information you give us

2. What does this policy cover?

This policy covers the services that are offered by Smirthwaite USA LLC (part of the Prism Medical Group).

What’s not covered in this policy?

Our services sometimes link to services run by other companies, like playing embedded video files on our website that are hosted on YouTube or Twitter. Those companies have their own privacy and cookies policies, so remember that the information you give them will follow their rules and not ours.

3. How do you protect my personal information?

In compliance with applicable data protection legislation (including but not limited to the General Data Protection Regulation (GDPR, Regulation (EU) 2016/679), we’re strongly committed to keeping your information safe. To do this we design our services with your safety in mind. We have a dedicated team responsible for looking after your information security and privacy.

At the same time, no service can be completely secure – if you have any concerns that your personal information has been put at risk, please get in touch as soon as possible.

4. What types of personal information does Smirthwaite USA LLC collect about me?

Information that you give us

Depending on the service you are accessing, or ordering, we might ask for your name, job title, employer, contact details, your date of birth or financial details.

Device information

Devices are lots of things like:

  • Your computer
  • Your mobile
  • Your TV
  • Your tablet
  • Your voice-enabled device

We automatically collect some technical information from these devices and web browsers even when you’re not signed in to a Smirthwaite USA LLC service. This might include:

  • IP (internet protocol) address
  • Device ID
  • App ID
  • Vendor ID

Information on your activities outside Smirthwaite USA LLC when you talk about us

Like if you’ve mentioned us in a Twitter post, we’ll collect your Twitter handle.

5. How long will Smirthwaite USA LLC keep my personal information?

We only hold your information for as long as we do the activities we told you about or have a valid reason to keep it.

We think about what type of information it is, the amount collected, how sensitive it might be and any legal requirements.

We design our services so that we don’t hold your information any longer than we have to.

We may close your Smirthwaite USA LLC account if you haven’t used it in the last 12 months. We’ll send you an email to tell you that we plan to do this before we delete anything.

6. How can Smirthwaite USA LLC use my personal information?

We have to have a valid reason to use your personal information. It’s called the “lawful basis for processing”. Sometimes we might ask your permission to do things, like when you subscribe to an email. Other times, when you’d reasonably expect us to use your personal information, we don’t ask your permission, but only when; the law says it’s fine to use it, and it fits with the rights you have

We use your information for these types of things:

  • To deliver our services and to provide you with information about them
  • To deal with your requests, complaints and enquiries
  • To keep our database accurate and up to date
  • To personalise services
  • To show you advertising
  • To show you relevant advertising on another company’s site
  • To help us understand what kind of services you might use
  • To recommend things we think might interest you
  • To research and innovate
  • To contact you about various things

7. When will Smirthwaite USA LLC use my information to contact me?

We might use your information to contact you about different things, like:

  • To update you on any changes to Smirthwaite USA LLC’s policies, practices and Terms of Use
  • To check with you about any service or activity you’ve signed up for.
  • To answer you when you’ve contacted us, or to respond to a comment or complaint
  • To invite you to take part in surveys about Smirthwaite Ltd services, which are always voluntary
  • For marketing purposes (we will never distribute or sell your personal information to 3rd parties outside of the Prism Medical Group).
  • We’ll only contact you when we need to or when you’ve given us permission.
  • We’ll never contact you to ask for an account password.

8. Will I be contacted for marketing purposes?

We’ll only send you marketing emails or contact you about Smirthwaite USA LLC promotions, services, your views about Smirthwaite USA LLC products or services if you’ve agreed to this.

Keep in mind, even if you unsubscribe, we may still contact you (see section 6).

Will my personal information be used when Smirthwaite USA LLC advertises with other companies?

We might use information that we hold about you to show you relevant and “targeted advertising” through other companies’ sites, like Facebook, Google, Snapchat or Twitter for example.

If you don’t want to see our targeted advertising, you can set ad preferences in your social media companies’ settings.

9. When does Smirthwaite USA LLC share my personal information with others?

We’ll never sell your personal information. We do share it with others in these ways:

  • When you make something public, like post a comment or product review which the public can see.
  • When you use another company’s service that connects to us, like voice-enabled devices
  • When we do collaborative market research
  • We do research activities and sometimes collaborate with research partners. Every now and then we share our content and data with them. This might include information we’ve collected about you. But we’re careful about what we share and what our research partners can do with it.
  • We might also share your information if we have to by law, or when we need to protect you or other people from harm.

10. Can I delete my information?

In certain circumstances, you can request that Smirthwaite USA LLC deletes records of your personal information. See section 11.

11. What are my rights?

You’re in control of your personal information.

You have the right to:

  • Request a copy of your information (Data Subject Access Requests (DSAR)).
    Please contact Smirthwaite USA LLC if you would like a copy of your personal information. We will not change for requests, but we will seek verification of your identity, and will only refuse the request if it is “manifestly unfounded or excessive”.
  • To ask us to correct information that’s wrong, to delete it or to request that we only use it for certain purposes
  • To change your mind, and ask us to stop using your information. For example, unsubscribing from marketing emails or promotions.

Bear in mind, sometimes we might not be able to help. Like if the law tells us we can’t.

12. How does Smirthwaite USA LLC use cookies and similar tracking?

What are cookies and tracking technologies?
Cookies are bits of data which are stored in your computer or mobile when you visit a website or app. There are also similar pieces of tracking information we collect.

Why do we use cookies and other tracking?
To do a few different things:

  • To remember information about you, so you don’t have to give it to us again. And again. And again
  • To keep you signed in, even on different devices
  • To help us understand how people are using our services, so we can make them better
  • To help us personalise Smirthwaite USA LLC to you by remembering your preferences and settings.
  • To find out if our emails have been read and if you find them useful
  • A few things on our websites wouldn’t work without some cookies. Tech people call these “strictly necessary cookies”. They’re always on when you visit us.
  • But we want to use others like functional, performance and advertising cookies to make your experience more enjoyable. We’ll only use them if you’ve agreed. You can always change your mind.

Bear in mind there are some other cookies out there from other companies. These “third-party cookies” might track how you use different websites, including ours. For example, you might get a social media company’s cookie when you see the option to share something. You can turn them off, but not through us.

  1. How long do cookies last?
    Some are erased when you close the browser on your website or app. Others stay longer, sometimes forever, and are saved onto your device so they’re there when you come back.
  2. How do I control my cookies and tracking?
    When you first visit us, we’ll tell you about our cookies and ask you to agree if we can use them. You can always change your mind by going to your settings.
    Stopping all cookies might mean you can’t access some services, or that some of them might not work properly for you.
    Another way to control some tracking is in the settings on your device.

13. How will I find out about changes to this policy?

We update this policy sometimes. If we make important changes, like how we use your personal information, we’ll let you know. It might be a notice, an email, or a message in your app.

If you don’t agree to the changes, then you can always stop using our services, delete your account and stop giving us any more personal information. We’d be sorry to see you go.

14. How can I contact Smirthwaite USA LLC?

For any other questions or comments about this policy speak to our Data Protection Officer:

By email: to

by post: Prism Medical Group, Unit 4 Jubilee Business Park, Jubilee Way, Grange Moor, Wakefield, West Yorkshire, WF4 4TD

We’re regulated by the Information Commissioner’s Office (registered number Z1821113). You can also contact them for advice and support.