Privacy Policy & Important Information

This privacy statement was last updated on 17th April 2023 and applies to citizens and legal permanent residents of the United Kingdom.

In this privacy statement, we explain what we do with the data we obtain about you via We recommend you carefully read this statement. In our processing we comply with the requirements of privacy legislation. That means, among other things, that:

  • we clearly state the purposes for which we process personal data. We do this by means of this privacy statement;
  • we aim to limit our collection of personal data to only the personal data required for legitimate purposes;
  • we first request your explicit consent to process your personal data in cases requiring your consent;
  • we take appropriate security measures to protect your personal data and also require this from parties that process personal data on our behalf;
  • we respect your right to access your personal data or have it corrected or deleted, at your request.

If you have any questions, or want to know exactly what data we keep of you, please contact us.

1. Purpose, data and retention period

We may collect or receive personal information for a number of purposes connected with our business operations which may include the following: (click to expand)

2. Cookies

Our website uses cookies. For more information about cookies, please refer to our Cookie Policy

3. Disclosure practices

We disclose personal information if we are required by law or by a court order, in response to a law enforcement agency, to the extent permitted under other provisions of law, to provide information, or for an investigation on a matter related to public safety.

If our website or organisation is taken over, sold, or involved in a merger or acquisition, your details may be disclosed to our advisers and any prospective purchasers and will be passed on to the new owners.

We have concluded a data processing agreement with Google.

The inclusion of full IP addresses is blocked by us.

4. Security

We are committed to the security of personal data. We take appropriate security measures to limit abuse of and unauthorised access to personal data. This ensures that only the necessary persons have access to your data, that access to the data is protected, and that our security measures are regularly reviewed.

5. Third-party websites

This privacy statement does not apply to third-party websites connected by links on our website. We cannot guarantee that these third parties handle your personal data in a reliable or secure manner. We recommend you read the privacy statements of these websites prior to making use of these websites.

6. Amendments to this privacy statement

We reserve the right to make amendments to this privacy statement. It is recommended that you consult this privacy statement regularly in order to be aware of any changes. In addition, we will actively inform you wherever possible.

7. Accessing and modifying your data

If you have any questions or want to know which personal data we have about you, please contact us. You can contact us by using the information below. You have the following rights:

  • You have the right to know why your personal data is needed, what will happen to it, and how long it will be retained for.
  • Right of access: You have the right to access your personal data that is known to us.
  • Right to rectification: you have the right to supplement, correct, have deleted or blocked your personal data whenever you wish.
  • If you give us your consent to process your data, you have the right to revoke that consent and to have your personal data deleted.
  • Right to transfer your data: you have the right to request all your personal data from the controller and transfer it in its entirety to another controller.
  • Right to object: you may object to the processing of your data. We comply with this, unless there are justified grounds for processing.

Please make sure to always clearly state who you are, so that we can be certain that we do not modify or delete any data of the wrong person.

8. Submitting a complaint

If you are not satisfied with the way in which we handle (a complaint about) the processing of your personal data, you have the right to submit a complaint to the Information Commissioner's Office:

Wycliffe House
Water Lane

9. Data Protection Officer

Our Data Protection Officer has been registered with the Information Commissioner's Office. If you have any questions or requests with respect to this privacy statement or for the Data Protection Officer, you may contact Brian Williamson, or via

10. Children

Our website is not designed to attract children and it is not our intent to collect personal data from children under the age of consent in their country of residence. We therefore request that children under the age of consent do not submit any personal data to us.

11. Contact details

Alloway House. 6 Alloway Place, Ayr, KA7 2AA
United Kingdom
Phone number: 0800 999 5123



This sample language includes the basics around what personal data your store may be collecting, storing and sharing, as well as who may have access to that data. Depending on what settings are enabled and which additional plugins are used, the specific information shared by your store will vary. We recommend consulting with a lawyer when deciding what information to disclose on your privacy policy.

We collect information about you during the checkout process on our store.

What we collect and store

While you visit our site, we’ll track:
  • Products you’ve viewed: we’ll use this to, for example, show you products you’ve recently viewed
  • Location, IP address and browser type: we’ll use this for purposes like estimating taxes and shipping
  • Shipping address: we’ll ask you to enter this so we can, for instance, estimate shipping before you place an order, and send you the order!
We’ll also use cookies to keep track of basket contents while you’re browsing our site.

Note: you may want to further detail your cookie policy, and link to that section from here.

When you purchase from us, we’ll ask you to provide information including your name, billing address, shipping address, email address, phone number, credit card/payment details and optional account information like username and password. We’ll use this information for purposes, such as, to:
  • Send you information about your account and order
  • Respond to your requests, including refunds and complaints
  • Process payments and prevent fraud
  • Set up your account for our store
  • Comply with any legal obligations we have, such as calculating taxes
  • Improve our store offerings
  • Send you marketing messages, if you choose to receive them
If you create an account, we will store your name, address, email and phone number, which will be used to populate the checkout for future orders. We generally store information about you for as long as we need the information for the purposes for which we collect and use it, and we are not legally required to continue to keep it. For example, we will store order information for XXX years for tax and accounting purposes. This includes your name, email address and billing and shipping addresses. We will also store comments or reviews, if you choose to leave them.

Who on our team has access

Members of our team have access to the information you provide us. For example, both Administrators and Shop Managers can access:
  • Order information like what was purchased, when it was purchased and where it should be sent, and
  • Customer information like your name, email address, and billing and shipping information.
Our team members have access to this information to help fulfill orders, process refunds and support you.

What we share with others

In this section you should list who you’re sharing data with, and for what purpose. This could include, but may not be limited to, analytics, marketing, payment gateways, shipping providers, and third party embeds.

We share information with third parties who help us provide our orders and store services to you; for example --


In this subsection you should list which third party payment processors you’re using to take payments on your store since these may handle customer data. We’ve included PayPal as an example, but you should remove this if you’re not using PayPal.

We accept payments through PayPal. When processing payments, some of your data will be passed to PayPal, including information required to process or support the payment, such as the purchase total and billing information. Please see the PayPal Privacy Policy for more details.

All of our first-line ultrasound scan services are optional and you will be provided with either a No-Further-Action or Medical Follow-Up recommendation result on the day. You must be at least 18 years old at the time of your appointment and you should have no existing medical condition (other than pregnancy) or treatment pending related to the scan service you are booking. If you are in any doubt about having any type of ultrasound scan, you should consult your GP or Midwife. Before your scan we will ask for your we take your GP or other healthcare professional’s contact. On the occasion that your ultrasound scan outcome is a medical follow-up recommendation, the ultrasound practitioner carrying out your scan will act upon their “duty of care” towards you and, with your permission, advise the appropriate department within the NHS or advise you what action to take. The protocol used by ABC4D for its ultrasound scans has never been shown to cause harm and we use the As Low As Reasonably Achievable (ALARA) principle when scanning. The study of ultrasound safety continues to be reviewed by various professional bodies.

Copyright Notice

This website is protected by copyright. It is published by ABC4D Ltd and may not be reproduced other than when downloaded and viewed for private use only. It is not to be otherwise reproduced or transmitted or made available on a network without the prior written consent of ABC4D Ltd. Any infringements of ABC4D Limited’s rights will result in appropriate legal action.

Privacy Policy

Protecting personal details on our website.

Last updated: 1st July 2020

ABC4D Ltd, Alloway House, Alloway Place, Ayr, KA7 2AA, knows that you care how information about you is used and shared and we appreciate your trust in us. This notice describes our privacy policy and forms part of our website terms and conditions (‘Website Terms’).

ABC4D Ltd is a data controller and is registered with the Information Commissioner’s office (registration number ZA299110).

The Website is brought to you by ABC4D Ltd. We believe it is important to protect your Personal Data and we are committed to giving you a service that meets your needs in a way that also protects your privacy. This policy explains how we may collect Personal Data about you.

Some of the Personal Data we hold about you may be ‘special category personal data’ within the meaning of the General Data Protection Regulation, for example, information about your health or ethnic origin.

We are committed to ensuring that your personal data is processed in accordance with data protection law and we will only process your data where: –

  • it is processed lawfully, fairly and in a transparent manner in relation to the data subject (‘lawfulness, fairness and transparency’);
  • it is collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes; (‘purpose limitation’)
  • it is all adequate, relevant and limited to what is necessary in relation to the purposes for which they are processed; (‘data minimisation’)
  • it is all accurate and, where necessary, kept up to date and that reasonable steps will be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay (‘accuracy’)
  • it is kept in a form which permits identification of data subjects for no longer than is necessary for the purposes for which the personal data are processed; (‘storage limitation’)
  • it is processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures (‘integrity and confidentiality’).
  • we collect and process the personal data only where it is necessary for the purpose or purposes that it has identified in advance.

We will ensure that all staff who handle personal data are aware of their responsibilities under this policy and other relevant data protection and information security policies and that they are adequately trained and supervised. Proceedings may be taken in respect of any employees who breach this policy.

We will: –

  • ensure that the legal basis for processing the personal data is identified in advance, including any special category data;
  • ensure that as far as possible the personal data we hold is accurate;
  • only process your data for as long as is it required for its purposes and then it will be securely disposed of or deleted. Our Data Retention Policy sets out the appropriate period of time;
  • will provide anyone who we collect personal data from with information on why we are asking for that data and what we intend to do with it.
  • not do anything with personal data that is unexpected given the content of this policy at the time it is provided.
  • ensure that appropriate security is in place in relation to personal data held in paper and digital formats.

Collecting Information

We may collect Personal Data about you from a number of sources, including the following:

  • From you when you agree to take a service or product from us, in which case this may include your name, contact details, date of birth, how you will pay and your bank details.
  • From you when you contact us with an enquiry or in response to a communication from us, in which case, this may tell us something about how you use our services.
  • We will also collect personal data from you when we are providing our services, for example, when you receive a scan. The data collected from you at this stage will include some special category data relating to your health, including whether or not you are pregnant, any conditions or illnesses which may affect your pregnancy and your baby, the sex, size and any identifiable medical condition or physical attribute of your baby

If you do not provide us with personal data where you have entered into a contract with us, failing to do so may mean that we are unable to properly implement the contract and that you are unable to exercise certain contractual rights.

Using Your Personal Information

  • Personal Data about our customers is an important part of our business and we shall only use your Personal Data for the following purposes and shall not keep such Personal Data longer than is necessary to fulfil these purposes:
    • To help us to identify you when you contact us.
    • To provide the products and services you have selected
    • To help to prevent and detect fraud or loss.
    • We may monitor and record communications with you (including phone conversations and emails) for quality assurance and compliance.
    • We may check your details with fraud prevention agencies, if we suspect fraud. If you provide false or inaccurate information and we suspect fraud, we will record this.
    • Please read Google’s Privacy Policy to see how they use your personal data – Google’s Privacy & Terms

Where you have purchased a product or service from us we will process your personal data in order to meet our obligations and exercise our rights in terms of that contract. In other cases, we will have a legitimate interest to process personal data prior to entering into an agreement with you or to respond to your requests for information.

Where we collect special category data about you, we will do so as healthcare professionals providing healthcare and we are bound by professional duties of confidentiality/with your consent.

There may be some occasions where we seek your consent to process personal data but where we do so we will provide full details of what we are seeking consent for, so that you will be able to carefully consider whether to provide that consent.

  • We will not disclose your Personal Data to any third party except in accordance with this Privacy Policy.
  • We may allow other people and organisations to use Personal Data we hold about you in the following circumstances:
    • If we, or substantially all of our assets, are acquired or are in the process of being acquired by a third party, in which case Personal Data held by us, about our customers, will be one of the transferred assets, in which case your personal data will be subject to confidentiality agreements.
    • If we are required to do so by law.

We will share your data within our organisation with members of staff who need access to that data in order to provide our products or services. We will also share your data with contractors and service providers engaged by us who process data on our behalf –our server and cloud storage providers, IT providers, and Trustpilot. Where we do this, we have the appropriate contractual arrangements in place to safeguard your personal data.

Protecting Information

Your information will be stored in hard copy in files which are stored in a locked cabinet and in our secure IT system.

We have strict security measures to protect Personal Data.

  • We work to protect the security of your information during transmission by using Secure Sockets Layer (SSL) software, which encrypts information you input.
  • We reveal only the last five digits of your credit card numbers when confirming an order. Of course, we transmit the entire credit card number to the appropriate credit card company during order processing.
  • We maintain physical, electronic and procedural safeguards in connection with the collection, storage and disclosure of personally identifiable customer information. Our security procedures mean that we may occasionally request proof of identity before we disclose personal information to you.
  • It is important for you to protect against unauthorised access to your password and to your computer. Be sure to sign off when you finish using a shared computer.

We will only hold your personal data for as long as is necessary to deliver our products and services to you. The periods for which your personal data is stored are set out in our data retention policy which is available from Data Protection Officer at [email protected].

Your Rights

As a data subject, you have a number of rights. These are:-

  • access and to obtain a copy of your data on request;
  • require Exchange to change incorrect or incomplete data;
  • require Exchange to delete or stop processing your data, in certain circumstances;
  • object to the processing of your data where Exchange is relying on its legitimate interests as the legal ground for processing;
  • portability; and
  • right to object to automated decision making.

If you would like to exercise any of these rights, or if you have any concerns about how your personal data is being processed, please contact, Data Protection Officer at [email protected] .

If you have any queries or complaints, we hope that we can resolve these with you and our Data Protection Officer can be contacted at [email protected]  in relation to any issues you have.

If you believe that we have not complied with your rights or if we have been unable to resolve any complaint, you can complain to the Information Commissioner’s Office:

Information Commissioner’s Office, Wycliffe House, Walter Lane, Wilmslow, Cheshire, SK9 5AF, 0303 123 1113,

The Internet

  • If you communicate with us using the internet, we may occasionally email you about our services and products where you have purchased products or services from us and where you have not opted out of receiving these emails. You can also always send us an email (at the address set out below) at any time if you change your mind.
  • Please remember that communications over the internet, such as emails and webmails (messages sent through a website), are not secure unless they have been encrypted. Your communications may go through a number of countries before they are delivered – this is the nature of the internet. We cannot accept responsibility for any unauthorised access or loss of Personal Data that is beyond our control.

Further Information

  • If you would like any more information or you have any comments about our Privacy Policy, please either write to us at Data Protection Officer, ABC4D Ltd, Alloway House, Alloway Place, Ayr, KA72AA
  • We may amend this Privacy Policy from time to time without notice to you, in which case, we will publish the amended version on the Website. You confirm that we shall not be liable to you or any third party for any change to this Privacy Policy from time to time. It is your responsibility to check regularly to determine whether this Privacy Policy has changed.
  • You can ask us for a copy of this Privacy Policy and of any amended Privacy Policy by writing to the above address or by emailing [email protected] This Privacy Policy applies to Personal Data we hold about individuals. It does not apply to information we hold about companies and other organisations.