Privacy Policy

Hoybjerg Family Orthodontics Dental (“us”, “we”, or “our”) operates the website (hereinafter referred to as the “Service”).

This page informs you of our policies regarding the collection, use and disclosure of personal data when you use our Service and the choices you have associated with that data.

We use your data to provide and improve the Service. By using the Service, you agree to the collection and use of information in accordance with this policy. Unless otherwise defined in this Privacy Policy, the terms used in this Privacy Policy have the same meanings as in our Terms and Conditions, accessible from


• Service Service is the website operated by Hoybjerg Family Orthodontics Dental

• Personal Data Personal Data means data about a living individual who can be identified from those data (or from those and other information either in our possession or likely to come into our possession).

• Usage Data Usage Data is data collected automatically either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

• Cookies Cookies are small files stored on your device (computer or mobile device).

Information Collection and Use

We collect several different types of information for various purposes to provide and improve our Service to you.

Types of Data Collected

Personal Data

While using our Service, we may ask you to provide us with certain personally identifiable information that can be used to contact or identify you (“Personal Data”). Personally identifiable information may include, but is not limited to:
• Email address
• First name and last name
• Phone number
• Address, State, Province, ZIP/Postal code, City
• Cookies and Usage Data

Usage Data

We may also collect information on how the Service is accessed and used (“Usage Data”). This Usage Data may include information such as your computer’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that you visit, the time and date of your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

Tracking & Cookies Data

We use cookies and similar tracking technologies to track the activity on our Service and we hold certain information.
Cookies are files with a small amount of data which may include an anonymous unique identifier. Cookies are sent to your browser from a website and stored on your device. Other tracking technologies are also used such as beacons, tags and scripts to collect and track information and to improve and analyze our Service.

You can instruct your browser to refuse all cookies or to indicate when a cookie is being sent. However, if you do not accept cookies, you may not be able to use some portions of our Service.

Examples of Cookies we use:

• Session Cookies. We use Session Cookies to operate our Service.

• Preference Cookies. We use Preference Cookies to remember your preferences and various settings.

• Security Cookies. We use Security Cookies for security purposes.

Use of Data

Hoybjerg Family Orthodontics Dental uses the collected data for various purposes:

• To provide and maintain our Service

• To notify you about changes to our Service

• To allow you to participate in interactive features of our Service when you choose to do so

• To provide customer support

• To gather analysis or valuable information so that we can improve our Service

• To monitor the usage of our Service

• To detect, prevent and address technical issues

Transfer of Data

Your information, including Personal Data, may be transferred to — and maintained on — computers located outside of your state, province, country or other governmental jurisdiction where the data protection laws may differ from those of your jurisdiction.
If you are located outside United States and choose to provide information to us, please note that we transfer the data, including Personal Data, to United States and process it there.

Your consent to this Privacy Policy followed by your submission of such information represents your agreement to that transfer.
Hoybjerg Family Orthodontics Dental will take all the steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy and no transfer of your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of your data and other personal information.

Disclosure of Data

Legal Requirements

Hoybjerg Family Orthodontics Dental may disclose your Personal Data in the good faith belief that such action is necessary to:
• To comply with a legal obligation

• To protect and defend the rights or property of Hoybjerg Family Orthodontics Dental

• To prevent or investigate possible wrongdoing in connection with the Service

• To protect the personal safety of users of the Service or the public

• To protect against legal liability

Security of Data

The security of your data is important to us but remember that no method of transmission over the Internet or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your Personal Data, we cannot guarantee its absolute security.

Service Providers

We may employ third party companies and individuals to facilitate our Service (“Service Providers”), provide the Service on our behalf, perform Service-related services or assist us in analyzing how our Service is used.
These third parties have access to your Personal Data only to perform these tasks on our behalf and are obligated not to disclose or use it for any other purpose.


We may use third-party Service Providers to monitor and analyze the use of our Service.
• Google Analytics Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Google uses the data collected to track and monitor the use of our Service. This data is shared with other Google services. Google may use the collected data to contextualize and personalize the ads of its own advertising network.You can opt-out of having made your activity on the Service available to Google Analytics by installing the Google Analytics opt-out browser add-on. The add-on prevents the Google Analytics JavaScript (ga.js, analytics.js and dc.js) from sharing information with Google Analytics about visits activity.For more information on the privacy practices of Google, please visit the Google Privacy & Terms web page:

Behavioral Remarketing

Hoybjerg Family Orthodontics Dental uses remarketing services to advertise on third party websites to you after you visited our Service. We and our third-party vendors use cookies to inform, optimize and serve ads based on your past visits to our Service.

• Google Ads (AdWords)Google Ads (AdWords) remarketing service is provided by Google Inc. You can opt-out of Google Analytics for Display Advertising and customize the Google Display Network ads by visiting the Google Ads Settings page: also recommends installing the Google Analytics Opt-out Browser Add-on – – for your web browser. Google Analytics Opt-out Browser Add-on provides visitors with the ability to prevent their data from being collected and used by Google Analytics.
For more information on the privacy practices of Google, please visit the Google Privacy & Terms web page:

• FacebookFacebook remarketing service is provided by Facebook Inc.You can learn more about interest-based advertising from Facebook by visiting this page: opt-out from Facebook’s interest-based ads, follow these instructions from Facebook:
Facebook adheres to the Self-Regulatory Principles for Online Behavioral Advertising established by the Digital Advertising Alliance. You can also opt-out from Facebook and other participating companies through the Digital Advertising Alliance in the USA, the Digital Advertising Alliance of Canada in Canada or the European Interactive Digital Advertising Alliance in Europe, or opt-out using your mobile device settings.
For more information on the privacy practices of Facebook, please visit Facebook’s Data Policy:

Links to Other Sites

Our Service may contain links to other sites that are not operated by us. If you click a third party link, you will be directed to that third party’s site. We strongly advise you to review the Privacy Policy of every site you visit.
We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Children’s Privacy

Our Service does not address anyone under the age of 18 (“Children”).
We do not knowingly collect personally identifiable information from anyone under the age of 18. If you are a parent or guardian and you are aware that your Child has provided us with Personal Data, please contact us. If we become aware that we have collected Personal Data from children without verification of parental consent, we take steps to remove that information from our servers.

Changes to This Privacy Policy

We may update our Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page.
We will let you know via email and/or a prominent notice on our Service, prior to the change becoming effective and update the “effective date” at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

California Consumer Privacy Policy

This Privacy Policy Applies to Our Sites, Trusted Offices, and Applications.

Effective Date: January 1, 2020

The purpose of this Privacy Policy (as updated from time-to-time, this “Privacy Policy”) is to explain Hoybjerg Family Orthodontics data collection and privacy practices when you use The Smile Generation® website. (

If you are a California resident, the California Consumer Privacy Act (CCPA) provides you with certain additional privacy rights related to the personal information Hoybjerg Family Orthodontics (“HFO®”, “we”, “us”, or “our”) collects about you. Generally, the CCPA provides you with rights to know about the personal information we collect about you and rights to have personal information we collected from you deleted in certain circumstances. Please see below to learn more about your rights under the CCPA and to learn more about Hoybjerg Family Orthodontics’ CCPA Privacy Policy and practices.

Request to Know:

You may request and, subject to certain exemptions, we will provide:

  1. The categories of personal information we collected about you.
  2. The categories of sources of the personal information we collected about you.
  3. Our business or commercial purpose for collecting the personal information.
  4. The categories of personal information we disclosed about you to a service provider.
  5. The specific pieces of personal information we collected about you (data portability) in the 12 months preceding your request.

Request to Delete:

You may request that we delete personal information we have collected from you. Subject to exemptions, such as a need to retain the information to service products you have purchased from us, we will delete the personal information we have collected from you.

Beginning January 1, 2020, if you are a California resident and would like to submit a CCPA request, you may:

  1. Initiate a request by submiting a CCPA Request Form.
  2. Call our dedicated toll-free CCPA telephone number: 888-508-2033

CCPA Privacy Policy for California Residents

Effective Date: January 1, 2020

Last Updated On: January 8, 2020

This CCPA Privacy Policy for California Residents (“CCPA Privacy Policy” or “Policy”) supplements the information contained in Hoybjerg Family Orthodontics’ (“HFO,” “we,” “us,” or “our”) online privacy notice at and applies solely to consumers who are residents of the State of California (“consumers” or “you”). We adopt this notice to comply with the California Consumer Privacy Act of 2018 (“CCPA”). Terms used in this CCPA Privacy Policy, such as personal information, consumers, third party(ies) and service providers, have the same meaning as they are defined in the CCPA.

1.        Summary of CCPA Privacy Policy

Please read this entire Policy carefully to understand our practices regarding your personal information. The following points summarize some of the important details discussed below:

  1. Under the CCPA, a California consumer has the right to request that HFO disclose what personal information we collect, use, disclose, and sell. Note, however, that HFO does NOT sell personal information.
  2. Under the CCPA, a California consumer also has the right to request that HFO delete the personal information we have collected from the consumer.
  3. Not all of your personal information is subject to the CCPA. The CCPA does not apply to personal information covered by certain sector-specific privacy laws, including the Health Insurance Portability and Accountability Act (HIPAA), the Fair Credit Reporting Act (FCRA), the Gramm-Leach-Bliley Act (GLBA) and its implementing regulations, the California Financial Information Privacy Act (CalFIPA), and the Driver’s Privacy Protection Act of 1994. If you are a HFO customer, your personal information may be subject to these other privacy laws and your personal information that HFO maintains may be exempt from the CCPA. Your rights under other applicable privacy laws are described in our online privacy notice, which can be found at:
  4. California consumers have the right to not receive discriminatory treatment by HFO for the exercise of their privacy rights under the CCPA.

2.      What Is Personal Information?

The CCPA provides personal information rights to California residents. The CCPA defines personal information as information that “identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular” California consumer or household. Personal information does not include publicly available information or consumer information that is deidentified or aggregate consumer information.

3.      What Personal Information Do We Collect About You?

  1. We collect or generate personal information about you in a number of ways depending on the product or service and the relationship we have with you.  For example:
  2. Your contact information, such as your email, home address, ZIP code, and phone number. Such items are collected when you sign up for our contests or promotions.
  3. Your public information, such as comments or reviews that you post on our site. We also collect requests or questions that you publicly post.
  4. Your demographic information, such as your postcode, preferences and interests.
  5. Other information, such as your location, your IP address, the browser/device/hardware you are using, your GPS location and what pages you visit on our site. Such items are collected when you visit our digital ads.
  6. When you communicate with us through the sites, over the phone, via social media or other platforms, we collect the content of the communications, information about the channel in which you contacted us and we may also collect personal information about you indirectly through monitoring or other means, such as recording telephone calls and collecting phone metadata and digital information;
  7. When you interact with the sites or our advertisements, we collect digital information using cookies, web beacons, page tags, pixels or similar tools that we and our service providers and other third parties have set; and
  8. When you interact with the sites via a social media platform, we collect a copy of the posts and other information, such as account ID or username.

We require this information to understand your needs and provide you with a list of dental offices for relevant referrals. Once you have selected a new dentist, we will share your information with your dentist.

For more information, see below for a list of the categories of personal information, along with some descriptions and examples that we may collect through each of the processes described above:

  1. Personal Identifiers: This includes first and last name, previous name, address, telephone number, unique personal identifier, and signature;
  2. Device and Online Identifiers and Related Information: This includes online identifiers, Internet Protocol (IP) address, email address, account user name, mobile/ wireless number, social media profile, unique device identifier and serial number, and other device information;
  3. Demographic Information: This includes date of birth and household income data;
  4. Financial Information: This includes credit report information, credit scores, transaction information (both about your accounts with us and any accounts you link to a Product), financial account information used to validate your identity, account information about externally linked accounts, account login credentials, household income data, and other financial information;
  5. Government Identifiers: This includes social security number, national identification number, other government-issued identification number, driver’s or operator’s license number, passport number, and copies of government IDs;
  6. Protected Classification Characteristics: This includes age, national origin, citizenship, nationality, marital status, sex, and veteran or military status; please note that we do not collect information regarding gender identity, gender expression, or sexual orientation unless you provide it to us in connection with our products or services;
  7. Purchase History: This includes customer purchase history or tendencies;
  8. Biometric Information:  This refers to genetic, physiological, behavioral, and biological characteristics or activity patterns used to extract a template or other identifier or identifying information, such as: fingerprints, faceprints, and voiceprints, iris or retina scans, keystroke, gait, or other physical patters, as sleep, health, or exercise data;
  9. Internet, Application, and Network Activity: This includes text messages or emails sent to us, clickstream/online website tracking information, and data related to user activity (e.g., browser visits and cookies or other similar technologies);
  10. Location Data: We may receive information about your location and your mobile device, including a unique identifier for your device; in addition, in some instances, location information can be derived from your IP address or through your wi-fi connection;
  11. Sensory Data: This includes audio data, such as a recording of your voice when you call us;
  12. Professional or Employment-Related Information: This includes occupation, title, employer, and employment history; and
  13. Inferences About You: This includes a profile reflecting a person’s preferences, characteristics, predispositions, behavior, attitudes and creditworthiness profile.

Although you don’t have to supply any of the personal information we request, we may not be able to provide products or services to you or you may not be able to interact with our sites if you do not.

4.      How Do We Use Your Personal Information?

We use your personal information for the following business purposes:

  1. To keep an internal record for our reporting and analysis purposes.
  2. To provide you with relevant content, materials, offers, programs and to administer your participation in our contests or sweepstakes.
  3. To respond to your requests or questions that you may provide via our social sites.
  4. To improve our sites, products, services and other marketing purposes.
  5. To protect our company, other patients and our assets and sites and for other security measures.
  6. To remain in communication with you with any products or services you requested.
  7. From time to time, we may also use your information to contact you for market research purposes. We may contact you by email, phone or mail.
  8. We may provide your information to our third-party service providers for marketing or promotional purposes.
  9. To target ads to you based on your past online activity.
  10. We will never sell your information.
  11. Customer information retention is indefinite and is shared with select third-party service providers and supported dentists.
  12. Supporting our internal business operations, including assessing and managing risk and fulfilling our legal and regulatory requirements.
  13. Complying with contractual obligations, relevant industry standards, and our policies.
  14. Notifying you about changes to the sites, products and policies.
  15. Performing analytics concerning your use of the products and sites, including your responses to our emails and the pages and advertisements you view.
  16. Mitigating fraud and enhancing the security of the sites and our online services.
  17. Managing institutional risk.
  18. Operating, evaluating and improving our business (including developing new products and services; improving existing products and services; and performing accounting, auditing and other internal functions).
  19. Authenticating your identity, including when scheduling appointments and financial application processes through the sites as well as afterwards;

Any information collected is disclosed to you here and is used as permitted or required by law. We also abide by the set of rules prescribed to us by Google AdWords:

We may also use your personal information for any other purpose that we disclose at the time you provide, or when we collect, your information and other purposes permitted by applicable law. We may also use data that we collect on an aggregate or anonymous basis for various business purposes, where permissible under applicable laws and regulations.

We are required to identify the categories of personal information we share with third parties for operational purposes. We disclose the following categories of personal information for operational purposes: personal identifiers; device and online identifiers and related information; demographic information; financial information; government identifiers; protected classification characteristics; purchase history; internet, application, and network activity; location data; sensory (audio data); professional or employment-related information; and inferences about you.

5.      What Is The Source Of The Personal Information We Collect About You?

  1. When you sign up for things automatically like a contest or a promotion or when you register to any of our sites.
  2. Through tracking tools, such as cookies, tags and other technologies.
  3. Our partners, such as Smile Generation Financial, Smile Generation Dental Plan, and our trusted dental offices will provide us with information that you voluntarily give them. We may also use information associated with your social media account, e.g., your name, username, email address, gender, profile picture, etc. We may also collect information about your friends or family if you share any of our social content using web tools.
  4. Any information that you provide to a third party with whom we have a contractual relationship, e.g., social media, digital display media (banner ads), and any other advertising partners.

6.      Who Do We Share Your Personal Information With?

We share personal information as set forth below:

  1. Our third-party service providers, including Google, show our ads on sites across the internet.
  2. Please be aware that third-parties may use cookies, web beacons, and similar technologies to collect or receive information from our website and use that information to provide measurement services and target ads.
  3. Additionally, please be aware that Facebook may also use cookies, web beacons, and similar technologies to collect or receive information from our website and use that information to provide measurement services and target ads.

7.      Does HFO Sell Personal Information?

California law requires that we describe certain disclosures of personal information where we receive valuable consideration. California law treats such disclosures as “sales” even if no money is exchanged.

We do not sell information to third parties as defined under California law, and we have not done so for the 12-month period preceding the last revision date of this CCPA Privacy Policy.

8.      What Are My CCPA Rights to Know About My Personal Information?

You have the right to know certain information about our collection, use, and disclosure of your personal information for the 12 months preceding the date of your request. You also have the right to request that we provide you with specific pieces of your personal information. These rights are subject to certain exceptions.

Upon receipt of your request, and after we verify your identity, we may provide you with information about the following:

  1. The categories of personal information we collected about you.
  2. The categories of sources of the personal information we collected about you.
  3. Our business or commercial purpose for collecting the personal information.
  4. The categories of personal information we disclosed about you to a service provider.
  5. The specific pieces of personal information we collected about you (data portability).

If responding to all or part of your request would conflict with federal or state law, or your personal information is subject to an exemption under the CCPA, we will inform you of that fact. We will respond to the portion of your request that is not in conflict with applicable laws or exempt under the CCPA.

9.      What are My CCPA Rights to Have my Personal Information Deleted?

You have the right to request that HFO delete personal information we have collected from you, subject to certain exceptions and exemptions. Absent an exception or exemption, upon receipt of your request, and after we verify your identity, we will delete and will request that our service providers delete your personal information.

10.   How Do I Exercise My CCPA Rights?

Beginning January 1, 2020, if you are a California resident and would like to submit a CCPA request, you may:

  1. Initiate a request by submitting a CCPA Request Form.

Only you, or a person you authorize to act on your behalf may make a verifiable consumer request related to your personal information. You may also make a verifiable consumer request on behalf of your minor child. To authorize another person to make a verifiable request on your behalf, you must provide that person with written permission clearly describing their authority to make a request on your behalf. That individual must also be able to verify their identity with us and provide us with their authority to act on your behalf. An individual to whom you have provided Power of Attorney pursuant to Sections 4000 – 4465 of the California Probate Code may also make a request on your behalf.

11.   How Will you Verify My Identity If I Make a CCPA Request?

In order to verify your identity, we will collect your:

  1. Name
  2. Date of Birth
  3. Email
  4. Telephone Number
  5. Address

We will use this information to verify your identity using reasonable methods in order to process your rights request. These methods may include matching information you provided to us with information already maintained by us or through the use of a third party identify verification service.

We will use the information you provide to verify your identity and to respond to your rights request and for no other purpose.

We cannot respond to your request or provide you with personal information if we are not able to verify your identity or authority to make the request or confirm the personal information relates to you.

You are not required to have an account with us to make a verifiable request.

12.   What Are My CCPA Non-Discrimination Rights?

We will not discriminate against you for exercising any of your CCPA rights, which means we will not:

  1. Deny you goods or services.
  2. Charge you different prices or rates for goods or services, including through granting discounts or other benefits, or imposing penalties.
  3. Provide you a different level or quality of goods or services.
  4. Suggest that you may receive a different price or rate for goods or services or a different level or quality of goods or services.

13.   How Do I Contact HFO with Questions About the CCPA Privacy Policy?

Fill out a CCPA request. If you have additional questions, please email us at: