Privacy Policy

Privacy Policy – Smile Center for Kids

Effective Date: June 25, 2026 | Last Updated: June 25, 2026

Smile Center for Kids (“we,” “our,” or “us”) is committed to protecting the privacy and security of all individuals who visit our website at www.smilecenterforkids.com (the “Site”). This Privacy Policy explains what information we collect, how we use it, who we share it with, and the rights you have regarding your personal information.

Because our practice serves children, we take special care to comply with applicable federal and state privacy laws, including the Children’s Online Privacy Protection Act (COPPA), the California Consumer Privacy Act (CCPA/CPRA), and the California Invasion of Privacy Act (CIPA). We also comply with the Health Insurance Portability and Accountability Act (HIPAA) with respect to protected health information collected through our patient portal and clinical operations.

Please read this policy carefully. By using this Site, you agree to the terms described below. If you do not agree, please do not use the Site.

1. Information We Collect

1.1 Information You Provide Directly

When you contact us, request an appointment, or submit a form on our Site, we may collect:

• Name (parent/guardian and/or child)
• Email address
• Phone number
• Mailing address
• Insurance information
• Information submitted through contact or appointment request forms

1.2 Information Collected Automatically

When you visit our Site, we and our third-party partners automatically collect certain technical and behavioral data, including:

• IP address and approximate geographic location
• Browser type, version, and operating system
• Pages visited, time on page, and navigation path
• Referring website or search query that brought you to our Site
• Device type (desktop, mobile, tablet)
• Clicks, scroll depth, and form interactions

This information is collected through cookies, web beacons, pixels, and similar tracking technologies. See Section 4 for details on the specific tools we use and how to opt out.

1.3 Call Tracking Information

If you call our practice using a phone number displayed on our Site, your call may be tracked and recorded using CallRail call tracking software. This may include:

• The phone number you called from
• The date, time, and duration of the call
• The source that led you to call (e.g., a Google ad, search result, or specific webpage)
• A recording or transcript of the call (where permitted by law)

Under the California Invasion of Privacy Act (CIPA) and other applicable call recording laws, we are required to notify you before recording a call. Calls to our practice may begin with an automated notice that the call may be monitored or recorded. By continuing the call after this notice, you consent to recording. If you do not consent, please inform our staff immediately.

2. How We Use Your Information

We use the information we collect for the following purposes:

• To respond to your inquiries, appointment requests, and messages
• To provide and improve our dental services and patient experience
• To communicate with you about appointments, treatment plans, and practice updates
• To track the effectiveness of our advertising campaigns and marketing efforts
• To analyze website traffic and user behavior to improve Site performance
• To fulfill legal and regulatory obligations
• To prevent fraud and ensure the security of our Site

We do not sell your personal information to third parties for their own commercial purposes.

3. Children’s Privacy (COPPA Compliance)

Our dental practice specializes in treating children; however, our website is directed to parents and legal guardians, not to children under the age of 13. We do not knowingly collect personal information directly from children under 13 through this Site.

If you are a parent or guardian and believe that we have inadvertently collected personal information from a child under 13 without verifiable parental consent, please contact us immediately at (915) 213-1200 or (915) 493-6310 We will promptly delete such information from our records.

All appointment requests and personal information submitted through our Site should be submitted by a parent or legal guardian.

4. Tracking Technologies and Third-Party Services

We use the following third-party tools on our Site to measure performance, run advertising campaigns, and understand how visitors interact with our content. Each tool is described below, including what data it collects and how you can opt out.

4.1 Google Analytics 4 (GA4)

Provider: Google LLC

Purpose: Google Analytics 4 is a web analytics service that helps us understand how visitors use our Site. It collects data about your sessions, pages viewed, clicks, geographic location (at the city/region level), device type, and traffic source.

Data Collected:

• Event data (page views, clicks, scroll behavior, form interactions)
• Session duration and engagement metrics
• Approximate location (country, region, city — not precise GPS coordinates)
• Device and browser information
• Referral source (how you arrived at our Site)

Data Sharing: Google may use this data in accordance with its own privacy policies. We have configured GA4 with IP anonymization enabled.

Opt-Out: You may opt out by installing the Google Analytics Opt-Out Browser Add-on at https://tools.google.com/dlpage/gaoptout or by adjusting your browser’s cookie settings.

Google’s Privacy Policy: https://policies.google.com/privacy

4.2 Google Tag Manager (GTM)

Provider: Google LLC

Purpose: Google Tag Manager is a tag management system that allows us to deploy and manage marketing and analytics tags (including the other tools described in this section) without modifying our website code. GTM itself does not collect personal information, but it facilitates the deployment of tags that do.

Google’s Privacy Policy: https://policies.google.com/privacy

4.3 Google Ads

Provider: Google LLC

Purpose: We use Google Ads to run paid advertising campaigns on Google Search and the Google Display Network. Google Ads uses cookies and tracking pixels to serve relevant ads to users who have previously visited our Site (remarketing) and to measure the effectiveness of our advertising.

Data Collected:

• Ad clicks and impressions
• Conversion events (e.g., form submissions, phone calls initiated from ads)
• Browsing behavior used to build audience segments for remarketing

Your Choices: You can opt out of personalized advertising from Google at https://adssettings.google.com. You may also visit the Network Advertising Initiative opt-out page at https://optout.networkadvertising.org.

Google’s Privacy Policy: https://policies.google.com/privacy

4.4 Meta Pixel (Facebook/Instagram Pixel)

Provider: Meta Platforms, Inc.

Purpose: The Meta Pixel is a piece of code that allows us to measure the effectiveness of our Facebook and Instagram advertising campaigns, build audiences for future ads, and track user actions on our Site (such as page views and form submissions).

Data Collected:

• Pages visited on our Site
• Actions taken (e.g., viewing a services page, submitting a contact form)
• Device and browser information
• IP address (hashed before transmission to Meta)
• If you are logged into Facebook or Instagram, Meta may associate this data with your profile

Data Sharing: Data collected by the Meta Pixel is transmitted to Meta Platforms, Inc. and used in accordance with Meta’s Data Policy. We use this data to run and optimize advertising campaigns on Facebook and Instagram.

Your Choices: You can opt out of Meta’s use of this data for advertising purposes by visiting https://www.facebook.com/settings?tab=ads or adjusting your ad preferences on Facebook and Instagram. You may also opt out through the Digital Advertising Alliance at https://www.aboutads.info/choices.

Meta’s Privacy Policy: https://www.facebook.com/privacy/policy

4.5 Meta Ads (Facebook & Instagram Advertising)

Provider: Meta Platforms, Inc.

Purpose: We run paid advertising campaigns on Facebook and Instagram through Meta’s Ads Manager platform. These ads may be targeted based on demographics, interests, location, and behavior, including data collected through the Meta Pixel (described above).

Data Use: Ad performance data (impressions, clicks, conversions) is reported to us in aggregate. We may use custom audiences built from website visitor data or customer lists to target or exclude specific groups from our ads.

Your Choices: See Section 4.4 above for opt-out options. You can also adjust your off-Facebook activity settings at https://www.facebook.com/off_facebook_activity.

4.6 CallRail

Provider: CallRail, Inc.

Purpose: CallRail is a call tracking and analytics platform that we use to measure the effectiveness of our marketing campaigns. When you call a tracking phone number displayed on our Site or in our ads, CallRail records information about that call and attributes it to the marketing source that drove it (e.g., a Google ad, an organic search result, or a specific webpage).

Data Collected:

• Caller phone number
• Call date, time, and duration
• Marketing source (how you found our phone number)
• Geographic location based on area code
• Recording and/or transcript of the call (where legally permitted)

CIPA Notice: California law (Cal. Penal Code § 632 et seq.) requires all parties to consent to call recording. Calls to our practice that are routed through CallRail’s tracking system may be recorded. You will receive an automated disclosure at the start of any recorded call. If you do not consent to recording, please inform our staff and the recording will be stopped.

Data Sharing: CallRail data is used solely for our internal marketing analysis and is not sold or shared with third parties for independent commercial purposes.

CallRail’s Privacy Policy: https://www.callrail.com/privacy-policy

5. Cookies and Tracking Technologies

Our Site uses cookies and similar tracking technologies to deliver a better browsing experience and to support the analytics and advertising tools described in Section 4. Types of cookies we use include:

• Essential Cookies: Required for the Site to function (e.g., session management).
• Analytics Cookies: Used by Google Analytics 4 to collect aggregated data about Site usage.
• Advertising Cookies: Used by Google Ads and Meta Pixel for remarketing and conversion tracking.
• Functional Cookies: Used to remember your preferences and settings.

You can manage cookies through your browser settings. Note that disabling certain cookies may affect the functionality of the Site. For a comprehensive opt-out of third-party advertising cookies, visit:

• Network Advertising Initiative: https://optout.networkadvertising.org
• Digital Advertising Alliance: https://www.aboutads.info/choices
• Google Ad Settings: https://adssettings.google.com
• Meta Ad Preferences: https://www.facebook.com/settings?tab=ads

6. How We Share Your Information

We do not sell your personal information. We may share your information in the following limited circumstances:

• Service Providers: We share information with trusted vendors (including those listed in Section 4) who help us operate the Site and run our marketing programs. These providers are contractually obligated to protect your information and may only use it as directed by us.
• Legal Compliance: We may disclose information if required by law, court order, or government authority, or to protect the rights, property, or safety of Smile Center for Kids, our patients, or the public.
• Business Transfers: In the event of a merger, acquisition, or sale of assets, your information may be transferred as part of that transaction. We will notify you of any such change.

7. California Privacy Rights (CCPA/CPRA)

If you are a California resident, you have the following rights under the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA):

• Right to Know: You may request that we disclose the categories and specific pieces of personal information we have collected about you, the sources of that information, our business purpose for collecting it, and the categories of third parties with whom we share it.
• Right to Delete: You may request that we delete personal information we have collected about you, subject to certain exceptions.
• Right to Correct: You may request that we correct inaccurate personal information we hold about you.
• Right to Opt Out of Sale/Sharing: We do not sell personal information. However, our use of third-party advertising cookies (Google Ads, Meta Pixel) may constitute “sharing” under the CPRA. You may opt out of such sharing by adjusting your cookie preferences or visiting the opt-out links in Section 5.
• Right to Limit Use of Sensitive Personal Information: We collect only the sensitive personal information necessary to provide our services.
• Right to Non-Discrimination: We will not discriminate against you for exercising your privacy rights.

To submit a request, please contact us at:

• (915) 213-1200 or (915) 493-6310
• Mail: Smile Center for Kids: 12801 Edgemere Blvd Ste 112B, El Paso, TX 79938 or 1050 Sunland Park Dr b200, El Paso, TX 79922

We will respond to verifiable consumer requests within 45 days. We may need to verify your identity before processing your request.

8. California Invasion of Privacy Act (CIPA) Compliance

The California Invasion of Privacy Act (Cal. Penal Code § 630 et seq.) governs electronic surveillance and the recording of telephone and electronic communications in California.

In compliance with CIPA:

• Telephone calls to our practice that are routed through call tracking software (CallRail) may be recorded. All parties to such calls will be notified of the recording before it begins.
• We do not intercept or record electronic communications (such as emails or chat messages) without your knowledge and consent.
• Our use of third-party website tracking tools (such as session replay or behavior analytics) is disclosed in this Privacy Policy. If we add session recording tools in the future that capture keystrokes or mouse movements, we will update this policy accordingly.

If you have questions or concerns about electronic surveillance or call recording practices, please contact us at (915) 213-1200 or (915) 493-6310.

9. HIPAA and Health Information

This Privacy Policy applies to information collected through our website. Protected Health Information (PHI) that you provide in connection with your dental care — including through our patient portal, intake forms, or communications with our clinical staff — is governed separately by our HIPAA Notice of Privacy Practices, which you may request at any of our office locations or from our front desk team.

We do not transmit protected health information through our general website contact forms or via the advertising tracking tools described in this policy.

10. Data Security

We implement appropriate technical and organizational measures to protect personal information against unauthorized access, disclosure, alteration, or destruction. These measures include SSL/TLS encryption for data transmitted through our Site, access controls, and regular security reviews.

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 information, we cannot guarantee absolute security.

11. Third-Party Links

Our Site may contain links to third-party websites, including patient portal providers, insurance portals, and social media platforms. We are not responsible for the privacy practices of those websites and encourage you to review their privacy policies before providing any personal information.

12. Data Retention

We retain personal information collected through this Site for as long as necessary to fulfill the purposes described in this policy, comply with legal obligations, resolve disputes, and enforce our agreements. Analytics data collected through Google Analytics 4 is retained for 14 months by default. CallRail recordings are retained for 25 months.

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or other factors. When we make material changes, we will update the “Last Updated” date at the top of this page. We encourage you to review this policy periodically.

14. Contact Us

If you have questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us:

Smile Center for Kids

Sunland Office:
1050 Sunland Park Dr b200, El Paso, TX 79922

Edgemere Office:
12801 Edgemere Blvd Ste 112B, El Paso, TX 79938

Phone: (915) 213-1200 & (915) 493-6310

Website: www.smilecenterforkids.com