Privacy & Cookie Policy

Last updated: 25 June 2026

At Premier Fertility Clinic, we prioritize the protection of your personal and medical data. This Privacy Policy details how we collect, process, and safeguard your information in accordance with Danish health data regulations and the General Data Protection Regulation (GDPR).

1. Data Collection

We collect personal information that you voluntarily provide to us when contacting us, booking a consultation, or undergoing treatment. This includes your name, contact details (phone, email, address), age, relationship status, and relevant medical and health history.

Our website and services are intended for adults. We do not knowingly collect personal data from anyone under 18 years of age.

When you visit our website, we also process limited technical data such as your IP address and device or browser information. We use a first-party anonymous visitor ID to count daily unique website visits and page visits, and we use consent-based analytics as described in section 4 below.

2. Purpose of Processing

Your personal and medical information is processed solely for the purposes of:

• Providing safe and compliant fertility consultation and insemination treatments.
• Communicating with you regarding appointments, inquiries, and treatment plans.
• Fulfilling legal and medical record-keeping obligations required by Danish healthcare authorities.
• Counting anonymous daily website visits and page visits so we can operate and improve the site.
• Operating consent-based analytics tools, where you have given consent to analytics.
• Measuring advertising conversions, where you have given consent to marketing cookies.

3. Controller and Lawful Basis

Premier Fertility Clinic is the controller for the personal data described in this policy. Our details are:

• Premier Fertility Clinic
• CVR no. 46321359
• Store Kongensgade 36-38, 1 th, 1264 Copenhagen K, Denmark
• Email: info@premierfertilityclinic.dk
• Phone: +45 5389 1880

For any question or request regarding your personal data, please contact us using the details above.

We process contact, booking, administrative, and billing data where it is necessary to respond to your inquiry, take steps at your request, provide our services, comply with legal obligations, and manage clinic operations. These activities rely on GDPR Article 6(1)(b), Article 6(1)(c), and Article 6(1)(f), as applicable.

Medical and health information is special-category data. We process it where necessary for medical diagnosis, fertility care, treatment, and healthcare service management under GDPR Article 9(2)(h), and where explicit consent is required, under GDPR Article 9(2)(a). This processing is subject to professional confidentiality and applicable Danish health law.

Our first-party anonymous visitor count is processed on the basis of our legitimate interest under GDPR Article 6(1)(f) in understanding aggregate website usage without third-party tracking or direct identification.

Google Analytics, Vercel Web Analytics, advertising conversion measurement, and non-essential cookies are processed only on the basis of your consent under GDPR Article 6(1)(a). You can give or withdraw this consent at any time using the “Cookie Preferences” button available on every page.

4. Cookies, Analytics, and Marketing Conversion Tracking

We use a consent management platform (Osano) to ask for and record your cookie choices. Strictly necessary cookies needed to operate the site and remember your preferences are always active.

Before any analytics or marketing consent is given, our own site stores a random anonymous visitor ID in local storage so we can count daily unique visitors and unique visitors to each page. This ID is used only for aggregate first-party reporting, is not shared with Google or advertising providers, and does not contain your IP address, browser details, contact details, referrer, or Google identifiers.

Analytics tools — Google Analytics and Vercel Web Analytics — are loaded only after you accept the analytics category. Until you accept, and if you decline, they are not loaded and send no data to their providers. If you withdraw consent, they stop collecting data.

Google Ads conversion tracking is loaded only after you accept the marketing category. It records successful contact-form submissions as advertising conversions and helps us understand whether ads lead to enquiries. If you decline or withdraw marketing consent, the Google Ads conversion event is not sent.

The cookies and similar technologies we use, their purpose, provider, and storage duration are listed below:

Vercel Web Analytics is loaded only after you accept analytics. It measures aggregate website usage and does not store cookies on your device.

In addition to the “Cookie Preferences” button, you can block or delete cookies through your browser settings. Disabling strictly necessary cookies may affect how the site works.

5. Sharing, Recipients, and Transfers

We share personal data only where needed for the purposes above, for example with treating healthcare professionals, laboratories, licensed sperm banks, advisers, insurers, or public authorities where required by law. We do not sell personal data.

We also use trusted service providers who process personal data on our behalf as processors, under data processing agreements required by GDPR Article 28:

• Vercel — website hosting, storage of contact-form submissions, and storage of anonymous visitor-count records
• Resend — delivery of email notifications and confirmations
• Forpsi / SMTP mail provider — delivery of internal anonymous visitor summary emails
• Google — website analytics (Google Analytics) and advertising conversion measurement (Google Ads)
• Osano — cookie consent management
• Upstash — temporary rate-limiting data to prevent abuse of our forms

Some of these providers may process data outside the EU/EEA, for example in the United States. Where personal data is transferred outside the EU/EEA, we rely on appropriate safeguards required by GDPR, such as the European Commission's Standard Contractual Clauses or the EU–U.S. Data Privacy Framework. You can request a copy of the relevant safeguards by contacting us using the details in section 3. Providing requested contact, booking, and medical information may be necessary for us to answer inquiries, assess treatment, provide care, and meet legal obligations; without it, we may be unable to respond or provide services. We do not make decisions based solely on automated processing that produce legal or similarly significant effects.

6. Data Retention

We keep personal data only for as long as necessary for the purposes described in this policy or as required by law:

• Patient records where no treatment is provided are kept for 10 years, in line with Danish health record-keeping rules.
• Where treatment has been provided, the relevant records are kept for up to 30 years, due to the traceability requirements that apply to human tissues and cells.
• Contact-form enquiries that do not lead to treatment are kept for up to 12 months after the enquiry has been resolved, and are then deleted.
• Anonymous visitor IDs stored in your browser expire after 30 days, and the anonymous daily count records are kept for up to 35 days.

7. Data Security

We apply appropriate technical and organisational measures to protect your personal data against unauthorised access, loss, or disclosure, as required by GDPR Article 32. These include access controls, encryption in transit, restricting access to staff who need it, and storing contact-form submissions in private, access-controlled storage.

8. Your Rights

Under GDPR, you hold rights regarding your personal data, including the right to request access to your records, correction of inaccurate data, deletion of non-medical records, restriction of processing, data portability, and objection to processing based on legitimate interests, subject to clinical record-keeping obligations.

Where processing is based on consent, you may withdraw that consent at any time without affecting processing already carried out. To exercise any of these rights, contact us using the details in section 3; we will respond within one month.

You may also lodge a complaint with the Danish Data Protection Agency (Datatilsynet), Carl Jacobsens Vej 35, 2500 Valby, Denmark, dt@datatilsynet.dk, www.datatilsynet.dk.

9. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. The date at the top of this page shows when it was last updated.

10. Contact Us

For any questions, concerns, or requests regarding your personal data and privacy, please reach out to us at:
Premier Fertility Clinic (CVR no. 46321359)
Email: info@premierfertilityclinic.dk
Phone: +45 5389 1880
Address: Store Kongensgade 36-38, 1 th, 1264 Copenhagen K