Privacy Policy

Privacy Policy

Effective Date: 18th February 2026

Summary

Elite Kennel Fertility Veterinary Practice ("we", "us", "our") are committed to protecting your privacy and handling your data responsibly. This policy explains how we collect, use, share, and safeguard personal, animal, and genetic information, including how we use cookies, your rights regarding your data, and your responsibilities regarding insurance.

1. Who We Are

We are a leading provider of canine reproduction and fertility services, based in Whitchurch, Shropshire, UK. We are a RCVS registered veterinary practice with over 30 years of expertise in assisted reproduction, operating UK and worldwide.

2. What This Policy Covers

This policy applies to all personal, animal, and genetic data collected through our website, physical location at Chapel Field Stud, products and services, including fertility treatments, artificial insemination, stud dog directory, online courses, supplement sales, consultations, and communications.

3. Information We Collect

Personal Data: Name, address, contact details, payment information, marketing preferences, breeding experience level.

Animal & Canine Data: Dog/bitch identity, health records, breeding records, progesterone test results, fertility treatment outcomes, KC registration details, health test results, BOAS certification status.

Communications: Emails, phone calls (calls may be recorded for training and quality purposes), social media messages, website forms, consultation notes.

Website/Data Usage: Cookies, device identifiers, analytics data, online booking information.

Directory Data: Stud dog profiles, photos, breeding information, health testing results, owner contact details.

Educational Data: Course enrolment, progress tracking, webinar attendance, certification records.

4. How We Collect Information

  • Directly from you (forms, calls, emails, in-person consultations, online bookings)
  • Automatically (website cookies, ProVet Cloud system, call recordings)
  • From third parties (veterinarians, registration/governing bodies, payment processors, health testing laboratories)

5. How We Use Your Information

  • To provide and manage our services, including fertility treatments, artificial insemination, progesterone testing, consultations, and supplement orders
  • To maintain client records via ProVet Cloud system and CRM systems
  • To manage our stud dog directory and approval process
  • To communicate with you, including call monitoring and recording for training, quality, and security
  • To send marketing communications (with your consent and opt-out options)
  • For regulatory compliance (e.g., RCVS, veterinary regulations, international shipping requirements)
  • For research and development purposes—any data used for research is fully anonymised and does not include the names or identifying details of dogs or owners
  • To ensure compliance with our ethical breeding policy
  • For security and fraud prevention

6. Lawful bases we rely on


We process personal data under one or more of the following lawful bases (as applicable to the specific activity):

  • Contract (to provide booked services, fulfil orders, manage accounts and bookings).
  • Legal obligation (RCVS and other regulatory requirements, tax/accounting, controlled medicines where applicable, export/shipping compliance such as DEFRA requirements).
  • Vital interests (where necessary to protect life/health in an emergency).
  • Public task (where applicable to veterinary/public health obligations).
  • Consent (e.g., marketing communications where required; certain cookies/technologies; optional research preferences/opt-outs where we offer them).
  • Legitimate interests, including Recognised Legitimate Interests (RLI) introduced under the DUAA 2025, where applicable.

Recognised Legitimate Interests (RLI)


Where permitted, we may rely on Recognised Legitimate Interests to process data for specific defined purposes, such as:

  • Service improvement and quality assurance, including monitoring outcomes and improving clinical/admin processes.
  • Security and fraud prevention, including protecting our systems, premises, staff, and clients.
  • Analytics that help us understand how our website and services are used (see Cookies section), where we use analytics in a way permitted without consent under the updated rules.

Where we rely on legitimate interests (including RLI), we consider necessity, proportionality, and your rights and expectations. You can object to processing based on legitimate interests (see “Your Rights”).

 

7. Research and service improvement using anonymised/pseudonymised data


We may use canine, breeding, and service data to improve our services and contribute to industry knowledge. Where possible, we use anonymised data (which does not identify you). In some cases, we may use pseudonymised data (where identifiers are replaced with codes and kept separately with restricted access).

  • We do not publish names or identifying details of dogs or owners in research outputs.
  • If we intend to use identifiable personal data for research where consent is required, we will ask you first.
  • If you do not want your data used for service-improvement research where an opt-out is offered, contact us using the details below.

8. Sharing Your Data

  • With trusted service providers (ProVet Cloud, Xero accounting, Mailchimp, payment processors, courier services, laboratory partners)
  • With business partners (e.g., Natural Vet Care, veterinary colleagues, registration/governing bodies)
  • With legal/regulatory authorities as required by RCVS or other regulatory bodies (e.g. DEFRA)
  • With out-of-hours veterinary providers when necessary for continuity of care
  • We do not sell your personal or genetic data to third parties for marketing

9. Automated decision-making and AI


We may use software tools (including AI-enabled features within systems we use) to help us manage bookings, triage enquiries, detect fraud/spam, organise records, or support administrative workflows.

  • No solely automated decisions with legal or similarly significant effects: We do not intend to make decisions about your access to veterinary services solely by automated means where that decision would have a legal or similarly significant effect on you, without appropriate safeguards.
  • If we do use ADM in a significant way: We will tell you when it applies, explain the main factors/logic involved, and explain the significance and likely consequences.

Your rights regarding ADM


Where applicable, you have the right to:

  • request human intervention,
  • express your point of view, and
  • challenge a decision.

 

10. International Transfers

When we ship supplements internationally or work with international partners, we may transfer your data outside the UK/EEA. We ensure appropriate safeguards are in place for all such transfers.

11. Data Retention

We retain your data only as long as necessary for service provision, legal, regulatory, or business purposes:

  • Client veterinary records: As required by RCVS veterinary regulations
  • Breeding success tracking data: Maintained in Excel spreadsheets for service improvement
  • Marketing data: Until you unsubscribe from communications
  • Stud directory profiles: While actively listed and for historical reference
  • Course completion records: For certification purposes
  • Call recordings: For a limited period for training and quality assurance

12. Security

We use strict security measures to protect your data, including:

  • Secure data storage via ProVet Cloud system
  • Physical security at Chapel Field Stud facility
  • IT security measures and access controls
  • Encrypted payment processing via Stripe and PayPal

13. Cookies and Tracking Technologies

Cookies and similar technologies
We use cookies and similar technologies to:

  • keep the website working (including bookings),
  • understand how our website is used and improve it, and
  • support marketing (where used).

Types of cookies we use

  • Strictly necessary cookies (required for site operation and online booking).
  • Analytics/measurement cookies (e.g., Google Analytics) to understand website usage and improve performance. Under updated UK rules, we may use certain analytics cookies without consent where they are used for service improvement and meet the relevant requirements.
  • Marketing/targeting cookies (if used) to measure advertising and personalise marketing—these require your consent.

Your choices
You can manage cookies via:

  • our cookie banner/settings (where available), and/or
  • your browser settings.
    Blocking some cookies may affect site functionality, including online booking.

Third-party cookies
Some cookies/technologies may be set by third parties (e.g., Google, Stripe, PayPal). Where consent is required, we will request it via our cookie controls.

Types of cookies we use:

  • Necessary cookies (essential for site operation and online booking)
  • Analytical/performance cookies (Google Analytics to understand visitor behaviour)
  • Functionality cookies (to remember your preferences and login status)

Managing cookies: You can control cookie settings via your browser. Blocking some cookies may affect your experience on our site and ability to use online booking.

Third-party cookies: Some cookies may be set by third-party services such as Google Analytics, Stripe, and PayPal. For more information, please contact us.

 

14. Insurance

We maintain veterinary practice/management cover and employer's liability insurance. However, we do not provide insurance cover for dogs, breeding outcomes, or any other property, including semen, while on our premises, in transit, or during treatment. All arrangements for fertility treatments, artificial insemination, or other services are undertaken with your informed consent and at your own risk. It is your sole responsibility to arrange and maintain adequate insurance to cover any potential complications, treatment outcomes, or other issues. We do not offer advice regarding insurance suitability or coverage, and we strongly recommend you consult with your own insurer or advisor.

15. Your Rights Regarding Your Personal Data

Under UK data protection law, you have rights regarding your personal data, including:

Access: You can request a copy of the personal data we hold about you.

Correction: You can ask us to correct or update your data if it is inaccurate or incomplete.

Deletion: You can request that we delete your personal data in certain circumstances.

Restriction: You can ask us to restrict how we use your data.

Objection: You can object to our processing of your data, including for marketing purposes.

Portability: You can request that we provide your data in a structured format or transfer it to another provider.

Withdraw Consent: Where we rely on your consent, you may withdraw it at any time.

Opt-Out of Research: You may opt out of anonymised research use of your data at any time.

Time to respond
We aim to respond to requests without undue delay. Where a request is complex or high-volume, we may take up to three months to respond. If we extend the time, we will notify you within one month of receiving your request and explain why.

To exercise these rights, please contact us at: Phone: 01948 411581 Address: Chapel Field Stud, Ash Lane, Whitchurch, Shropshire, SY13 4BP Website: www.elitekennelfertility.com

You also have the right to lodge a complaint with the Information Commissioner's Office (ICO) if you believe your data has been handled unlawfully.

How to raise a data protection concern

If you have concerns about how we handle your data, please contact us first so we can investigate and respond. We will:

  • acknowledge your complaint,
  • review the relevant records and systems, and
  • provide a written outcome and any steps we will take.
    You can also complain to the Information Commissioner’s Office (ICO) at any time.

 

16. Other Websites

Our website may contain links to other websites including The Kennel Club, health testing laboratories, or partner organizations. Please note:

  • We are not responsible for the privacy practices or content of third-party websites
  • This privacy policy applies only to data collected by us
  • If you follow a link to another website, we recommend you read their privacy policy before providing any personal data

17. Children's Data


Our services are primarily intended for adults. We do not knowingly collect personal data from children under 18 without appropriate consent/authorisation.
Where any part of our services is likely to be accessed by children (for example, online content or course access), we apply enhanced safeguards, which may include:

  • age-appropriate information and notices,
  • minimisation of data collected,
  • restricted marketing, and
  • a child-specific data protection risk assessment (documented internally) to identify and reduce risks to children.

18. Ethical Breeding Policy Compliance

As part of our commitment to ethical breeding, we may refuse services or remove stud directory listings if we determine that breeding practices do not align with our ethical breeding policy. This includes compliance with Animal Welfare Act & Veterinary Surgeons act requirements, breed-specific health testing, and our policies regarding banned breeds and anatomically incorrect dogs.

19. Updates to This Policy

We may update this policy from time to time to reflect changes in our services, legal requirements, or best practices. Updates will be posted on our website and, where appropriate, notified to you directly via email.

20. Contact Us

For questions or concerns about this policy or your data, contact: Phone: 01948 411581 Address: Chapel Field Stud, Ash Lane, Whitchurch, Shropshire, SY13 4BP Website: www.elitekennelfertility.com