Privacy & Cookie Policy

Last updated: 5 August 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, requesting a consultation, or undergoing treatment. The general contact form asks for your name, email, optional phone number, and message. The consultation request form asks for your name, email, phone number, preferred date and time, whether you would prefer the consultation by phone or by video call, and an optional message. If you proceed with treatment, we may also collect your 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.

If you request our email offer and tick the consent box, we record your first name, email address, phone number, language, the exact consent text and version, signup date, subscription status, and unsubscribe date where applicable. We also create and store a personal voucher code, its issue and expiry dates, discount scope, and whether the voucher has been used. The voucher is sent to the email address you provide, and the clinic team receives your first name, email address and phone number so it can answer your enquiry. We do not record the page you visited, advertising parameters, or your browsing history with the subscription.

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 pseudonymous visitor ID to count daily unique website visits and produce limited country, page, traffic-source, and traffic-quality totals. 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 pseudonymous daily website visits and reporting aggregate page, country, traffic-source, and traffic-quality information so we can operate and improve the site.
• Operating consent-based analytics tools, where you have given consent to analytics, and counting page views without cookies or identifiers where you have not.
• Measuring advertising conversions, where you have given consent to marketing cookies, and estimating advertising results in aggregate from signals carrying no cookie or identifier where you have not.
• Issuing and sending the requested personal treatment voucher and notifying the clinic team about that voucher enquiry. Sending optional marketing emails and administering your marketing subscription only where you have actively consented to email marketing.

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, consultation-request, 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.

Email marketing is optional and separate from cookie consent, contact-form consent, booking, and treatment. We rely on your consent under GDPR Article 6(1)(a). Our services are used by people with and without fertility issues, so subscribing does not indicate any health condition. To the extent that any special-category data is nonetheless involved, we also rely on your explicit consent under GDPR Article 9(2)(a). Submitting a consultation request or contact form does not subscribe you to marketing emails. You may withdraw email consent at any time without affecting treatment or an issued voucher during its validity period.

Our first-party visitor reporting works in two ways. If you accept analytics, a pseudonymous visitor ID stored in your browser lets us count daily unique visitors; that storage and reporting rest on your consent under GDPR Article 6(1)(a) and the Danish cookie rules. If you do not accept, nothing is stored on or read from your device: we count only aggregate daily totals derived server-side from a keyed same-day hash of the connection, on the basis of our legitimate interest under GDPR Article 6(1)(f) in understanding aggregate website usage and identifying invalid or misdirected traffic without third-party tracking or direct identification.

Identifiable website analytics and advertising measurement through Google Analytics, Google Ads, PostHog Cloud EU, and Vercel Web Analytics, together with non-essential cookies, are processed 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.

Before you make a choice, and if you decline, Google's tag still sends the limited signal described under “Cookies, Analytics, and Marketing Conversion Tracking”. It writes nothing to your device and reads nothing from it. The request still reaches Google with your IP address and standard browser metadata, so we do not describe it as anonymous. It does not carry cookies, advertising click identifiers, enquiry references, or full page and referrer URLs; those are used for Google measurement only after your consent.

Nothing is stored on or read from your device before you consent, so this limited signal does not rely on cookies or similar technologies. We rely on our legitimate interest in understanding how the site is used and whether our advertising reaches people who are looking for this treatment, under GDPR Article 6(1)(f). You can object to this limited processing at any time by contacting us.

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.

The email-offer popup uses session storage to avoid repeating during the same browsing session. Closing it does not create longer-term suppression, so it may appear on a later visit. After a signup is completed, local storage remembers it for up to 1 year. These values contain no email or IP address and are not used to follow your behaviour across websites.

If you accept analytics, our own site stores a random pseudonymous visitor ID in local storage so we can count daily unique visitors; it is removed if you decline or withdraw. If you do not accept, no visitor ID is stored or read — the visit is counted from a keyed hash of the connection that is valid for one day only. The daily record may include the page visited, an approximate country code derived server-side, the referring hostname without its path or query, sanitized UTM source, medium, and campaign tags, whether a Google click identifier was present without storing its value, a coarse browser or likely automation classification, and keyed hashes of the connection and request IP that change each day. We do not store full referrer URLs, raw IP addresses, user-agent strings, contact details, or Google click identifiers in these records. The records are used only for aggregate first-party reporting and are not shared with Google or advertising providers.

PostHog Cloud EU 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's tag, which serves both Google Analytics and Google Ads conversion tracking, is loaded for every visitor and runs under Google Consent Mode. Before you make a choice, and if you decline, it is held in a denied state: it stores nothing on your device, reads no identifiers, and reports only that a page was viewed or an enquiry was completed, which Google may use to estimate advertising results in aggregate. Only the address of the page itself is sent, and the address of the page you came from: anything following either — search terms, advertising click identifiers, campaign tags and any other value carried in a link — is removed first, as is the address of any other website you arrived from. What that report cannot avoid carrying, and the basis we rely on for it, are set out under “Controller and Lawful Basis” above. If you accept the analytics or marketing category, the corresponding measurement is switched on and operates in the ordinary, identifiable way. If you withdraw consent, it returns to the denied state described here.

Google Ads conversion tracking records three website lead actions as advertising conversions: successful contact enquiries, successful consultation requests, and completed signups for the 10% email offer. This helps us understand whether ads lead to these actions. Google's general Ads retention policy makes hourly, daily, and weekly reporting data available for 37 months and monthly, quarterly, and annual data available for 11 years.

We do not use Google forwarding numbers, caller-level Google Ads call reporting, or Google Ads call recording. Calls use the clinic's direct telephone number. A click on a call control in a Google ad may still be recorded by Google as an ad interaction, but we do not receive the caller's number, call duration, or call status through Google Ads and do not treat that click as a qualified-call conversion.

PostHog data is sent to PostHog Cloud in the European Union. We use it for pseudonymous page-view and navigation measurement only; autocapture, heatmaps, session replay, surveys, feature flags, and person profiles are disabled. IP-based geolocation enrichment is also disabled.

Separately from the browser measurement above, our own servers send a small number of operational events to PostHog Cloud EU when something happens that no browser is involved in — for example when an email bounces and is suppressed (newsletter_suppressed), when a submission is rate-limited (api_rate_limited), or when an email fails to send (lead_send_failed). These events contain only technical fields such as the route, reason, and HTTP status. They include no name, email address, IP address, or browser identifier, and are not linked to any visitor profile. We rely on our legitimate interest (GDPR Article 6(1)(f)) in monitoring that the website's forms and emails work.

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, consultation-request, subscriber and voucher records, and storage of pseudonymous first-party visitor records
• Airtable — storage of website contact-form enquiries (name, email, phone, message, language, and consent choices) so the clinic can follow up. Airtable processes these records for us in the United States under a GDPR Article 28 data processing agreement, with transfers safeguarded by the EU Commission's standard contractual clauses and/or the EU–U.S. Data Privacy Framework.
• Resend — delivery of contact confirmations, consultation-request acknowledgements, voucher emails, and internal team notifications; management of the marketing-email list and topic preferences; and processing of unsubscribe and delivery-suppression events
• Forpsi / SMTP mail provider — delivery of internal aggregate visitor summary emails
• Google — website analytics (Google Analytics) and advertising conversion measurement (Google Ads)
• Osano — cookie consent management
• PostHog — consent-based website analytics hosted in the European Union
• Upstash — temporary rate-limiting data to prevent form abuse and non-identifying reservation markers that prevent a requested consultation time from being offered to another visitor

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, consultation-request, 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 and consultation requests that do not lead to treatment are kept for up to 12 months after the enquiry or request has been completed, and are then deleted.
• Copies of contact enquiries stored with Airtable are deleted no later than 12 months after the enquiry was received.
• Enquiries that remain open without any further activity are deleted no later than 12 months after the most recent activity, unless the enquiry led to treatment.
• Pseudonymous visitor IDs stored in your browser expire after 30 days. Daily visitor records, including attribution fields, automation classification, and the daily keyed IP hash, are kept for up to 35 days.
• The PostHog browser identifier expires after up to 1 year and is created only after analytics consent.
• Subscriber and voucher information is kept while the subscription is active. After withdrawal, we keep only minimum consent evidence, information needed to ensure we do not email you again, voucher issuance and use information, and the dates needed to document your choice for up to 2 years. The first name and phone number are removed when you unsubscribe. The remaining record is then deleted unless law requires longer retention.

We do not enable email open or click tracking for these marketing emails, and we do not connect the subscriber address to identified website analytics or advertising profiles.

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. Every marketing email includes an unsubscribe link that can be used without logging in. Unsubscribing does not invalidate an issued voucher during its validity period. To exercise any other right, 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