Privacy Policy

Entity Confidence Ltd

Last updated: 16th October 2026

1. Who we are

Entity Confidence (“we”, “us”, “our”) provides analysis and reporting services to help businesses improve how they are understood, trusted, and recommended by AI-powered search systems.

Our website address is: entityconfidence.ai

For the purposes of UK data protection law (UK GDPR and the Data Protection Act 2018), Entity Confidence is the data controller of any personal information we process, whether provided by you or collected from publicly available sources.

Contact details

Legal name: Entity Confidence Ltd

Company number: 08220301

Registered office: Camburgh House, New Dover Road, Canterbury, England, CT1 3DN

Email: information@entityconfidence.ai

Website: entityconfidence.ai

2. Information we collect

2.1 Information you provide to us

We collect only the information necessary to operate this site and manage enquiries. This may include:

• Identity information: your name and job title
• Contact information: your email address and telephone number
• Business information: your company name, website URL, and business sector
• Enquiry information: any message or details you voluntarily submit via our contact and town availability forms
• Technical information: IP address, browser type, and device information collected automatically when you visit our website

We do not collect sensitive personal data (also known as special category data) such as information about health, religious beliefs, or political opinions.

2.2 Information we collect from publicly available sources

As part of our assessment services, we collect limited personal data about business principals, and about other staff named on a business’s own website, from publicly available sources. This typically includes:

• Names and professional roles of business principals, as published on their organisation’s website
• Pages of a business’s own website, read by our web crawler, EntityConfidenceBot. Our page at entityconfidence.ai/bot explains what it reads and how to stop it
• Professional registration status, such as registration with the General Dental Council (GDC)
• Regulatory registration details, such as registration of a practice with the Care Quality Commission (CQC)

This information is collected solely for the purpose of assessing how a business appears to AI-powered search engines. It is obtained from sources that the individuals concerned, their organisations, or their regulators have already made publicly available in a professional context. We do not collect personal data of this kind about individuals acting in a private capacity.

If you believe we hold information about you collected from publicly available sources, you may contact us at information@entityconfidence.ai to request details of the specific sources from which your data was obtained.

3. How we use your information

We use personal information for the following purposes:

• To respond to your enquiries and provide information about our services
• To respond to town availability checks, and to tell practices in areas we do not yet cover when we reach them
• To deliver assessment reports and consultancy services you have commissioned
• To assess how businesses appear to AI-powered search engines, including verifying the credentials and regulatory status of business principals using publicly available information
• To send you relevant updates about Entity Confidence where you have consented to receive them
• To improve our website and services
• To comply with legal obligations

We do not sell your personal data to third parties.

Where we have identified you as a business principal through our research into publicly available sources, we may contact you to introduce our services where we believe they are relevant to your business. Any such communication will identify us clearly, explain why we are contacting you, and provide a simple way to opt out. If you ask us not to contact you, we will comply immediately and will not contact you again for marketing purposes.

Where we send marketing communications by email, we will comply with the Privacy and Electronic Communications Regulations 2003 (PECR) and include an unsubscribe option in every message.

4. Legal basis for processing

Under UK GDPR, we process personal data on the following lawful bases:

• Consent: where you have given clear consent for us to process your data for a specific purpose, such as receiving marketing communications
• Contract: where processing is necessary to perform a contract with you or to take steps at your request before entering into a contract
• Legitimate interests: where processing is necessary for our legitimate business interests, provided these interests do not override the rights of the individuals concerned. This includes responding to enquiries, improving our services, website security, collecting limited publicly available information about business principals for the purpose of assessing how businesses appear to AI-powered search engines, and contacting business principals to introduce services we believe are relevant to their business
• Legal obligation: where we need to process data to comply with a legal requirement

You may withdraw consent at any time by contacting us at information@entityconfidence.ai. Withdrawal of consent does not affect the lawfulness of processing carried out before withdrawal.

Where we process personal data collected from publicly available sources on the basis of legitimate interests, the individuals concerned have the right to object to that processing. Where the objection relates to direct marketing, we will stop immediately. For other processing, we will cease unless we can demonstrate compelling legitimate grounds that override the individual’s interests, rights, and freedoms.

5. Who we share your data with

We do not sell or rent personal data. We may share information with the following categories of recipients where necessary:

• Hosting providers: our website is hosted on secure servers provided by third-party hosting services
• Email service providers: we may use third-party services to send emails and manage communications
• AI service providers: we use AI models provided by third parties to help read and analyse public information when preparing assessments
• Analytics providers: we may use analytics tools to understand how visitors use our website
• Professional advisers: such as accountants or legal advisers where necessary
• Law enforcement or regulatory bodies: where required by law or to protect our legal rights

All third-party processors are required to maintain appropriate security measures and process data only in accordance with our instructions.

Where we produce an assessment report for a client, that report may contain limited publicly available information about business principals as described in section 2.2. The report is provided to the commissioning client only and is subject to confidentiality obligations.

6. International transfers

We store and process data in the United Kingdom and the European Economic Area. Some of our service providers, including our AI model provider, process data in the United States. Where we transfer personal data outside the UK, we ensure appropriate safeguards are in place. These safeguards may include:

• Transfers to countries covered by a UK adequacy decision
• The use of the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses with our service providers

We will provide further details of specific transfer mechanisms on request.

7. Data retention

We retain personal data only for as long as necessary to fulfil the purposes for which it was collected. Our standard retention periods are:

• Town availability checks and expressions of interest: retained for 24 months from your last contact with us, so that we can tell you when we reach your area, unless you ask us to delete them sooner
• General enquiries: retained for 12 months from the date of your last contact with us
• Client records: retained for six years after the end of our business relationship, in line with legal and accounting requirements
• Publicly available business information: where we collect information about business principals from publicly available sources for the purpose of assessing how a business appears to AI-powered search engines, we retain that information for 12 months from the date of collection, or until the data is refreshed by a subsequent assessment, whichever is sooner. Where an assessment has been commissioned by a client of ours in respect of a particular business, the relevant data is retained in line with our client records retention period above
• Website analytics data: retained for up to 26 months

Where no fixed period is specified above, we retain data for as long as necessary for the relevant purpose, taking into account legal, regulatory, and business needs.

When data is no longer required, it will be securely deleted or anonymised.

8. Cookies and similar technologies

Our website uses only strictly necessary cookies — small text files stored on your device that are essential for the website to function correctly. These cookies do not track your browsing activity and cannot be used to identify you personally. Because they are strictly necessary, these cookies do not require your consent under the Privacy and Electronic Communications Regulations 2003 (PECR).

We do not currently use analytics, functional, or marketing cookies. If we introduce non-essential cookies in the future, we will update this section, implement a cookie consent mechanism, and ensure that no non-essential cookies are set before you have given your consent.

For more information about cookies and how to manage them, visit www.allaboutcookies.org.

9. Your rights

Under UK data protection law, you have the following rights regarding personal data we hold about you:

• Right of access: you can request a copy of the personal data we hold about you
• Right to rectification: you can ask us to correct inaccurate or incomplete data
• Right to erasure: you can ask us to delete your personal data in certain circumstances
• Right to restrict processing: you can ask us to limit how we use your data
• Right to data portability: you can request your data in a structured, commonly used format
• Right to object: you can object to processing based on legitimate interests. Where we use your data for direct marketing, you have an absolute right to object and we will stop immediately
• Right to withdraw consent: where processing is based on consent, you can withdraw it at any time

These rights apply equally whether you have provided your data to us directly or we have collected it from publicly available sources. Where we hold publicly available information about a business principal who has not previously been in contact with us, that individual may exercise any of the rights above by contacting us at information@entityconfidence.ai.

How to make a request

To exercise any of these rights, please contact us at information@entityconfidence.ai and tell us which right you wish to exercise and what data or processing it relates to. We may ask for additional information to verify your identity before responding.

We will respond to your request within one month. In complex cases, we may extend this period by a further two months, in which case we will inform you within the first month.

If you are not satisfied with how we handle your request, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO):

Website: https://ico.org.uk

Telephone: 0303 123 1113

10. Data security

We take appropriate technical and organisational measures to protect personal information against unauthorised access, alteration, disclosure, or destruction. These measures include:

• Secure hosting with SSL/TLS encryption
• Access controls limiting who can view personal data
• Regular security updates and backups
• Staff training on data protection responsibilities

While we implement safeguards to protect your data, no method of transmission over the internet or electronic storage is completely secure. We cannot guarantee absolute security but are committed to protecting your information to the best of our ability.

11. Automated decision-making and profiling

We do not use personal data to make solely automated decisions that produce legal or similarly significant effects on individuals.

We may use automated or semi-automated analysis, including AI-assisted scoring and profiling, for the following purposes:

• Assessing how businesses appear to AI-powered search engines
• Improving our services and internal research

These activities do not result in decisions that have legal or similarly significant effects on individuals.

12. Third-party links

Our website may contain links to external websites operated by third parties. We are not responsible for the privacy practices or content of those websites. We encourage you to read the privacy policies of any external sites you visit.

13. Changes to this policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. Any changes will be posted on this page with an updated revision date. Where changes are significant, we will notify you by email or through a prominent notice on our website.

We encourage you to review this policy periodically to stay informed about how we protect your information.

14. Contact us

If you have any questions about this Privacy Policy or how we handle personal data, please contact us:

Email: information@entityconfidence.ai

Website: entityconfidence.ai

Postal address: Camburgh House, New Dover Road, Canterbury, England, CT1 3DN