Privacy Policy

Effective date: November 8, 2026

1. Who we are and what this policy covers

Verity Dental Studio ("we", "us", "our") operates this website, veritysmilestudio.com. This Privacy Policy explains what information we collect when you visit the website or contact us through it, how we use and share that information, and the choices and rights you have.

This policy covers:

• This website, including its pages, online forms, appointment requests, online booking and online consultations
• Chat, text messages, emails and phone calls that start from the website or our online ads
• Our online advertising and the measurement of it

This policy does not cover health information we create or receive while providing you care. That information is protected health information under the Health Insurance Portability and Accountability Act (HIPAA) and is covered by our Notice of Privacy Practices (available at our office and on request). If this policy and the Notice of Privacy Practices differ about your health information, the Notice of Privacy Practices controls.

By using this website, you agree to this Privacy Policy, including Section 7 (Your consent to monitoring and recording). If you do not agree, please do not use the website, and contact us by phone at (317) 550-5990 instead.

2. HIPAA, your health information and our Notice of Privacy Practices

We are a health care provider covered by HIPAA. Protected health information (PHI) is information that identifies you and relates to your health, your care or payment for your care, such as your appointments, treatment, records and insurance.

• We use and disclose PHI only as our Notice of Privacy Practices and HIPAA allow.
• Our vendors that create, receive, keep or send PHI for us sign business associate agreements and must protect it as HIPAA requires.
• Much of the information collected through a website is not PHI, for example a visit to a public page about a service. Some website information can be PHI, for example the details you submit when you request or book an appointment. We treat that information as PHI.
• We do not sell PHI.
• We do not give advertising platforms your name, your health information or the reason for your visit. Section 10 explains the limited information we share to measure our advertising.

To use your HIPAA rights (for example, to get a copy of your records), follow the steps in our Notice of Privacy Practices or contact our Privacy Officer at (317) 550-5990.

3. Information you give us

We collect the information you choose to give us, including:

• Contact details: name, email address, phone number, mailing address
• Appointment requests and online booking: preferred date, time and location, whether you are a new or existing patient, the service you are interested in, insurance carrier and member details if you enter them
• Messages: what you write in website forms, chat, email and text messages
• Photos and files you upload: for example, smile or skin photos you send for a consultation or estimate
• Payment information: card details you enter to pay a bill or deposit. These go directly to our payment processor; we do not store full card numbers on the website
• Reviews and feedback: survey answers, ratings and comments
• Communication choices: whether you agree to receive text messages, emails or calls, and when you opt out
• Job applications: resume and contact details, if our website accepts applications

Please do not include detailed medical information in a website form or chat unless the form asks for it. We may ask you for more information when you become our patient; that information is covered by our Notice of Privacy Practices.

4. Information collected automatically

When you visit the website, we and our service providers collect some information automatically using the technologies in Section 5:

• Device and browser: device type, operating system, browser, language, screen size and time zone
• Network and location: your IP address, and the approximate city, region and country it suggests. Our own website analytics tool reads only the approximate location and does not store your IP address; some of our advertising and analytics partners receive it
• How you arrived: the website, search engine or ad that sent you, campaign tags in the web address, and ad click identifiers (codes an ad platform adds to the link when you click an ad)
• What you do on the website: pages you view, how long you stay, scrolling, mouse movement, clicks and taps, links and buttons you use, and whether you start or send a form (not what you type, unless you send the form)
• Identifiers stored in your browser: cookies and similar codes that recognize your browser on later visits
• Website visit recordings: if you agree, a recording of your visit as described in Section 6

We do not collect precise location (GPS) through the website.

5. Cookies, pixels, tags and similar technologies

Our website uses cookies (small files in your browser), browser storage, pixels, tags and scripts. Some are ours and some belong to service providers and partners. Some start working when a page loads; website visit recording starts only after you agree (Section 6).

• Essential: makes the website work: pages, forms, booking, security and remembering your choices, including whether you accepted our notice. Examples: our website host, form and booking tools, spam protection such as Google reCAPTCHA
• Analytics: counts visits and shows how people use the website, so we can improve it. Examples: Google Analytics and our website analytics tool
• Advertising and measurement: shows our ads, measures which ads lead to appointment requests, and may show our ads to people who visited the website. Examples: Google Ads, Microsoft Advertising, Meta (Facebook and Instagram)
• Website visit recording: records how a visit looked and what was clicked, with typing masked (Section 6). Example: our website analytics tool
• Call tracking: shows a phone number that tells us which ad or page led to a call
• Chat and messaging: runs the chat window and saves the conversation
• Accessibility: offers display and reading tools, where shown

Partners that set their own cookies use the information under their own privacy policies, for example Google. Section 12 explains how to limit these technologies.

6. Website visit recordings (session recording)

With your agreement, our website analytics tool records how a visit looks and what happens on it, so we can see what helps patients and fix what gets in their way.

When recording starts: only after you click "Close & Accept" on our notice, or continue to another page of the website after seeing it. Reloading the same page does not count. If your browser sends a Global Privacy Control signal, your visit is never recorded.

Recorded: the pages you see and how they look on your screen; mouse movement, clicks, taps and scrolling; how long you stay on each page; and the device, browser and approximate location of the visit.

Never recorded:

• What you type into any field: it is replaced with stars in your browser, before anything is sent, and again by our provider
• The words, pictures and field contents of booking, appointment, patient form, payment and login pages, and their confirmation pages: these are recorded only as blurred outlines
• On our online consultation pages, your answers, the fields you fill in and the photos you upload: these are blank in recordings
• Chat windows (shown as blank boxes), checkboxes and answer choices
• Your IP address

Who sees recordings: authorized members of our team and our service providers acting on our behalf. Every viewing of a recording is logged.

What we use them for: improving the website, finding and fixing problems, understanding which pages lead people to request an appointment, security and preventing misuse, and keeping a record of your consent.

We do not use recordings to identify you or to learn about your health. Section 17 explains how long recordings are kept.

7. Your consent to monitoring and recording

When you see our website notice, you can click "Close & Accept" or keep using the website. Either way, you agree that:

1. We and our service providers may collect, monitor and record your communications with and activity on this website as described in Sections 4, 5 and 6, including website visit recordings, analytics, advertising and call tracking technologies.
2. Our service providers receive and record those communications on our behalf, to provide services to us, under written contracts that limit how they use them.
3. We may share information with advertising and analytics partners as described in Section 10.

You give this consent for the federal Electronic Communications Privacy Act and for state laws that require consent to record or intercept communications, including the California Invasion of Privacy Act and similar laws in Florida, Pennsylvania, Washington, Maryland, Massachusetts and other states.

Some analytics and advertising technologies start when a page loads (Section 5), and the notice tells you about them on that first page. Website visit recording waits until you agree.

To withdraw your consent, turn on Global Privacy Control in your browser, clear or block cookies, or stop using the website, and contact us to ask about information already collected (Section 14). Withdrawing does not affect what was collected before.

8. How we use information

We use the information described above to:

• Answer your questions, schedule and confirm appointments, and send reminders
• Prepare estimates and treatment information you ask for
• Communicate with you by phone, text, email and chat, including, with your permission, about offers and services
• Run, maintain and improve the website, and fix problems
• Understand how people find and use the website, and which pages and ads lead to appointment requests
• Show and measure our advertising (Section 10)
• Keep the website and our systems secure, and prevent fraud, spam and misuse
• Meet legal, regulatory and record-keeping requirements, and protect our rights
• Do anything else we tell you about when we collect the information, or with your consent

Our service providers may use software, including artificial intelligence, to help answer messages, draft replies and estimates, transcribe calls and summarize information for our team. They do so on our behalf and under the same limits as everything else in this policy.

We may create information that is de-identified or combined with other people's, so it no longer identifies you, and use it for any lawful purpose. We will not try to re-identify it.

9. How we share information

We do not sell your personal information for money. We share it only as follows:

• Service providers: website hosting, marketing and website analytics software, patient communication and scheduling tools, call tracking, payments, IT and security. Written contracts limit their use to providing services to us. Those that handle PHI sign business associate agreements
• Advertising and analytics partners: showing and measuring our ads, counting visits, as described in Section 10. They use the information under their own privacy policies
• Professional advisors: lawyers, accountants, auditors and insurers, under confidentiality duties
• Authorities and others when the law requires: responding to subpoenas, court orders and lawful requests; protecting the safety, rights or property of our patients, our team or others. Only what is required or permitted by law
• A buyer or successor: if our practice, or part of it, is sold, merged or transferred. The new owner must protect the information as this policy describes
• Anyone you direct us to: for example, a family member or another provider you ask us to contact, with your consent

Our service providers may also use information that is de-identified or combined with other people's to provide and improve their services.

10. Advertising and analytics partners; sale and sharing

We advertise on platforms such as Google, Microsoft (Bing) and Meta (Facebook and Instagram). These partners may collect information about your visit through their cookies, pixels and tags, combine it with what they know from other websites and apps, and use it to show you our ads and measure them.

How we measure our ads. When someone who clicked one of our ads requests an appointment or later comes in for a visit, we or our service providers may tell the ad platform that a result happened. That message is limited to:

• The ad click identifier
• The time
• A neutral event name, for example "appointment requested"
• An estimated value
• In some cases your email address or phone number in hashed form (turned into a code the platform can match but not read)

It never includes your name, your health information or the reason for your visit.

Sale and sharing under state laws. Some state privacy laws treat letting advertising partners collect information through cookies and pixels for targeted ("cross-context behavioral") advertising as a "sale" or "sharing" of personal information, even when no money changes hands. To the extent our advertising is a sale or sharing, the categories involved are identifiers (cookie IDs, ad click identifiers, IP address, hashed email or phone), internet activity on this website and approximate location. You can opt out as described in Section 12. We do not knowingly sell or share the personal information of anyone under 16.

11. Calls, text messages, emails and chat

Phone calls. Phone numbers on the website or in our ads may be tracking numbers that tell us which ad or page led to your call. Calls may be recorded and transcribed for quality, training and scheduling, where the law allows. When a call is recorded, you will hear a notice at the start of the call; staying on the line means you agree.

Text messages. If you give us your mobile number and agree to receive texts, we may send appointment confirmations, reminders and, if you opt in, offers. Message frequency varies. Message and data rates may apply. Reply STOP to stop and HELP for help. Agreeing to marketing texts is not a condition of any purchase or of receiving care. We do not share your mobile number or text opt-in with third parties for their own marketing.

Emails. You can stop marketing emails with the unsubscribe link in any of them. We may still send messages about your appointments and account.

Chat. Messages you send in the website chat are saved and may be answered first by an automated assistant, with our team following up. Please do not share detailed medical information in chat.

12. Your choices

• Global Privacy Control: turn it on in your browser or with a browser extension. Our website analytics tool then does not run, your visit is not recorded, and our advertising tags do not run. Where the law requires, we also treat the signal as your request to opt out of the sale or sharing of your personal information for that browser
• Opt out of sale or sharing for targeted advertising: use Global Privacy Control, or contact us (Section 21). Online opt-outs work per browser and device
• Cookies: block or delete cookies in your browser settings. Some parts of the website, such as booking, may not work without essential cookies
• Interest-based ads: Google Ads Settings, the Network Advertising Initiative, the Digital Advertising Alliance, and your Facebook and Instagram ad settings
• Google Analytics: the Google Analytics opt-out browser add-on
• Text messages: reply STOP
• Marketing emails: use the unsubscribe link

Do Not Track. Browsers send Do Not Track signals in different ways, and there is no common standard for them. We do not respond to Do Not Track signals; we do honor Global Privacy Control as described above.

13. Consumer health data (Washington, Nevada, Connecticut and similar laws)

This section applies to residents of Washington and Nevada, and to anyone covered by a similar state consumer health data law. It does not apply to PHI, which HIPAA covers (Section 2).

• What we collect: information that could suggest you are looking for health care, such as the service pages you view, appointment requests, booking details, messages, and the photos you send for an estimate (Sections 3 and 4).
• Where it comes from: you, your browser and device, and our service providers.
• Why we collect and use it: to answer you, schedule and provide the services you ask for, run and improve the website, and measure our advertising (Section 8).
• Who receives it: our service providers acting on our behalf, and, with your consent, advertising and analytics partners (Section 10).
• What we never do: we do not sell consumer health data, and we do not set up geofences around health care facilities to track people or send them ads.
• Your consent: we collect consumer health data only as needed to provide what you ask for, or with your consent. You can withdraw consent at any time (Section 7).
• Your rights: to confirm whether we collect, share or sell your consumer health data; to get a list of the third parties and affiliates that received it; to have it deleted; and to withdraw consent. Make a request as described in Section 14. If we deny your request, you can appeal, and if the appeal is denied you can file a complaint with your state Attorney General.

14. State privacy rights and how to use them

Depending on where you live, and to the extent a state privacy law applies to us, you may have the right to:

• Know and access the personal information we collect about you, and get a copy in a portable format
• Correct inaccurate personal information
• Delete personal information, with exceptions the law allows (for example, records we must keep)
• Opt out of the sale or sharing of personal information, targeted advertising and certain profiling
• Limit the use of sensitive personal information
• Not be treated differently for using these rights

These rights come from laws in California, Colorado, Connecticut, Delaware, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, Virginia and other states. Many of these laws do not apply to PHI, which HIPAA covers.

California. In the last 12 months we collected these categories of personal information:

• Identifiers (name, email, phone, cookie IDs, ad click identifiers, IP address): shared with service providers and with advertising and analytics partners (Section 10)
• Customer records (address, insurance carrier, payment details): shared with service providers
• Internet activity (pages viewed, clicks, scrolling, website visit recordings): shared with service providers and with advertising and analytics partners
• Approximate location (city, region and country): shared with service providers and with advertising and analytics partners
• Audio and electronic information (call recordings, chat messages, uploaded photos): shared with service providers
• Sensitive personal information (health information you send through the website): shared with service providers only. We do not use it to infer things about you

California residents can also ask, once a year, about disclosures for direct marketing (California Civil Code Section 1798.83). We do not disclose personal information to third parties for their own direct marketing.

California Online Privacy Protection Act (CalOPPA). A link to this policy, using the word "Privacy", is on our home page. This policy lists the personal information we collect (Sections 3 and 4) and who we share it with (Sections 9 and 10), including that advertising partners may collect information about your activity over time and across other websites (Section 10). You can review and ask us to correct your information as described in this section. We explain how we respond to Do Not Track signals in Section 12, and we post any changes to this policy on this page with a new effective date (Section 20).

How to make a request. Call (317) 550-5990. We will confirm your identity by matching information you give us with what we hold. An authorized agent may make a request for you with your signed permission. We respond within 45 days and will tell you if we need up to 45 more.

Appeals. If we deny your request, reply to our answer or call us. We will answer within the time your state's law requires. If we deny your appeal, you can contact your state Attorney General.

15. Children

The website is not meant for children under 13, and we do not knowingly collect personal information online from children under 13. A parent or guardian may give us information to request care for a child; we use it only for that purpose. If you believe a child under 13 has given us personal information through the website, contact us and we will delete it as the law requires.

16. Security

We and our service providers protect information with administrative, technical and physical safeguards, including encryption in transit and at rest, access limited to people who need it, and logs of who views website visit recordings. No website or system is perfectly secure, so please do not send sensitive health or financial information by regular email. If a breach affects your information, we will notify you as the law requires.

17. How long we keep information

We keep information for as long as we need it for the purposes in this policy, and longer when the law requires it or to resolve disputes and enforce our agreements.

• Health records and PHI: as long as medical and dental record laws in our state require, as described in our Notice of Privacy Practices
• Contact details, appointment requests and messages: while you are our patient or prospective patient, and as long as needed for records, billing and legal requirements
• Text message and email consent records: at least 4 years
• Call recordings: as long as needed for quality, training and records
• Website analytics and website visit recordings: as long as reasonably necessary to improve the website and measure our advertising, then deleted or de-identified

When we no longer need information, we delete it or de-identify it.

18. Other websites and services

The website may link to or show content from other services, such as maps, videos, reviews, social media, financing and online scheduling. Those services collect information under their own privacy policies, not this one. Please read their policies before giving them information.

19. Accessibility

If you need this policy in another format, such as large print or read aloud, call (317) 550-5990.

20. Changes to this policy

We may update this policy. We will post the new version here with a new effective date, and for important changes we will also show a notice on the website. Using the website after a change means you accept the updated policy.

21. Contact us

Questions, privacy requests and appeals:

Verity Dental Studio
1619 West 86th Street, Indianapolis, IN 46260
Phone: (317) 550-5990

For questions about your health information and HIPAA rights, contact our Privacy Officer at the same address, or see our Notice of Privacy Practices (available at our office and on request).