Direct Vision Opticians — Privacy Policy
Last updated: March 2026
Direct Vision Opticians is committed to protecting your personal data. This policy explains what information we collect, how we use it and your rights as a patient and website visitor.
Who we are
Direct Vision Opticians is an independent optician practice operating from two locations in Birmingham — 122 Hillingford Ave, Great Barr, Birmingham B43 7JU and inside Pan Pharmacy, 297-299 Church Road, Sheldon, Birmingham B26 3YH. We are registered with the Information Commissioner's Office (ICO).
What data we collect
We may collect the following information from you:
· Your name, date of birth, address, telephone number and email address
· Clinical information including your eye health history, prescription and examination records
· Payment information processed securely through our payment provider
· Website usage data including pages visited and time spent on site
· Email and marketing preferences if you have opted in
How we use your data
We use your personal data to:
· Provide clinical eye care services and maintain accurate patient records
· Send appointment reminders and recall notices
· Process payments for goods and services
· Send marketing communications where you have given consent
· Improve our website and services
· Meet our legal and regulatory obligations as an NHS and private optician practice
Our legal basis for processing your data
We process your data on the following legal bases:
· Contract — to provide the services you have requested
· Legal obligation — to meet our NHS and regulatory requirements
· Legitimate interests — to manage our practice and communicate with patients
· Consent — for marketing communications
Third party data processors
We use the following trusted third party services to operate our practice and website. Each is bound by their own privacy policy and GDPR obligations:
· Shopify — website platform and online store
· Square — appointment booking and patient records
· Klaviyo — email marketing
· Timely — appointment booking
· Google — website analytics and maps
Clinical records
Your clinical records are retained in accordance with NHS guidelines and our regulatory obligations as an optician practice. Clinical records are kept for a minimum of 10 years for adults and until age 25 for children.
Marketing communications
We will only send you marketing emails if you have given your consent. You can withdraw consent at any time by clicking unsubscribe in any email or by contacting us directly.
Cookies
Our website uses cookies to improve your experience. Please see our Cookie Policy for full details.
Your rights
Under UK GDPR you have the right to:
· Access the personal data we hold about you
· Request correction of inaccurate data
· Request deletion of your data where legally permitted
· Object to or restrict processing of your data
· Withdraw consent for marketing at any time
To exercise any of these rights please contact us at info@mydirectvision.com or call 0121 325 0665.
Changes to this policy
We may update this privacy policy from time to time. The most current version will always be available at mydirectvision.com/pages/privacy-policy.
Contact
Direct Vision Opticians
Email: info@mydirectvision.com
Tel: 0121 325 0665
Great Barr: 122 Hillingford Ave, Birmingham B43 7JU
Sheldon: Inside Pan Pharmacy, 297-299 Church Road, Birmingham B26 3YH