DNA VUE
Last Updated: 13 October 2026
At DNA Vue Ltd ("DNA Vue", "we", "us" or "our"), we are committed to respecting and protecting the privacy, confidentiality and personal information of everyone who contacts us, visits our website or participates in our DNA testing services.
This Privacy Policy explains how we collect, use, store, disclose and protect personal information in accordance with applicable UK legislation, including:
This policy applies to customers, DNA testing participants, website visitors, individuals making enquiries and authorised representatives who interact with our services.
Because DNA testing may involve sensitive genetic and biological information, we also maintain a separate Genetic Data Privacy Policy, available at:
https://www.dnavue.com/genetic-data-privacy
Both policies should be read together.
DNA Vue Ltd provides DNA testing coordination, sample collection and related services to individuals, families, legal professionals and other authorised organisations.
Company: DNA Vue Ltd
Business Address: Admirals Park, Victory Way, Dartford, DA2 6QD, United Kingdom
Website: https://www.dnavue.com
Email: contact@dnavue.com
Telephone: 020 8059 5620
DNA Vue acts as a data controller for personal information where we determine the purposes and means of processing.
Our contracted laboratories and other service providers may act as independent controllers, processors or joint controllers, depending on their respective responsibilities.
For privacy enquiries and requests concerning personal information, please contact us using the details above.
We collect information necessary to respond to enquiries, arrange DNA testing services, process payments, communicate with customers and meet applicable legal obligations.
The categories of information we may collect include:
Depending on the service requested, we may process:
Further information about our handling of genetic and biological information is provided in our Genetic Data Privacy Policy.
We may process:
Payments may be processed through authorised third-party payment providers.
We do not require customers to disclose complete payment card details to us through ordinary email or telephone communications.
We may retain records of communications, including:
Where telephone calls are recorded, we will provide appropriate notice and process those recordings in accordance with applicable law.
When individuals access our website, we may collect:
We use this information only where an appropriate lawful basis exists and in accordance with applicable cookie and electronic communications requirements.
We may obtain personal information:
Where we obtain personal information indirectly, we provide appropriate privacy information in accordance with applicable legal requirements, subject to any relevant exceptions.
We process personal information for specific, legitimate purposes connected with our operations.
These include:
Enquiries and customer service
Responding to enquiries, providing quotations and assisting individuals in selecting appropriate testing services.
Booking and service delivery
Arranging appointments, coordinating sample collection, managing cases and providing test-related updates.
Identity verification and consent
Verifying participant identities, relevant legal authority and consent before undertaking sensitive testing activities.
Laboratory coordination
Providing relevant case information to authorised laboratories and collection partners to facilitate testing.
Payment administration
Processing deposits, remaining balances, refunds, invoices and financial records.
Legal and regulatory compliance
Meeting applicable recordkeeping, consumer protection, data protection and legal obligations.
Security and dispute management
Investigating complaints, protecting confidential information, preventing misuse and establishing or defending relevant legal claims.
Website improvement and marketing
Understanding website performance and communicating about our services where legally permitted.
We process personal information only where an appropriate lawful basis applies under Article 6 of the UK GDPR.
Depending on the relevant activity, these may include:
Where processing is necessary to perform a contract with the individual concerned, or to take steps requested by that individual before entering into a contract.
This may apply to customer bookings, administration and service delivery.
Where processing is necessary to comply with an applicable legal obligation, including relevant accounting, taxation and statutory requirements.
Where necessary for legitimate business interests, provided those interests do not override individuals' rights and freedoms.
Depending on the circumstances, these interests may include:
Where individuals have provided valid consent for a specific processing activity.
Consent may be relevant to certain optional communications or other processing activities, depending on their nature.
We assess the appropriate lawful basis according to the purpose of processing and the circumstances of the individual concerned.
Genetic information is classified as special-category personal data under the UK GDPR and receives additional legal protection.
Where we process special-category information, we identify an applicable condition under Article 9 in addition to the relevant Article 6 lawful basis.
Depending on the circumstances, this may include:
These conditions are applied only where the applicable legal requirements are satisfied.
Our Genetic Data Privacy Policy explains how genetic information, biological samples and testing results are handled.
DNA Vue does not sell personal or genetic information.
We may share personal information with authorised third parties where necessary for legitimate service delivery, legal compliance or another lawful purpose.
Depending on the circumstances, these may include:
We seek to limit disclosure to information relevant to the recipient's responsibilities.
Where required, we maintain appropriate contractual and data protection arrangements with service providers.
We do not disclose confidential testing information simply because an individual knows a customer's name, appointment date or other identifying details.
Some services may involve laboratories, healthcare professionals, technology providers or sample collection partners located outside the United Kingdom.
Where personal information is transferred internationally, we assess the requirements of UK data protection legislation and use an applicable legal transfer mechanism where required.
Depending on the circumstances, this may involve UK adequacy regulations, approved contractual safeguards or another permitted transfer mechanism.
Individuals may contact us for further information about relevant international transfers and applicable safeguards.
We take appropriate technical and organisational measures to protect personal information against unauthorised access, accidental loss, alteration, misuse or disclosure.
These measures may include:
We assess safeguards according to the nature and sensitivity of the information.
Although no system can eliminate every security risk, we aim to maintain appropriate protection throughout the information lifecycle.
We retain personal information only for as long as necessary for the relevant purposes, subject to applicable legal obligations and other lawful retention requirements.
Our general retention arrangements include:
Enquiries and quotations: Generally up to 12 months after the last relevant contact, unless an active case or another lawful reason justifies further retention.
Customer and case documentation: Generally six years after case closure where justified by relevant legal and business requirements.
Records involving children: May require longer retention depending on applicable legal obligations, limitation periods and the purpose of the information.
Financial records: Generally six years where required or justified by relevant tax, accounting and legal obligations.
Genetic testing documentation and results: Retained in accordance with applicable testing, legal and laboratory requirements, as further explained in our Genetic Data Privacy Policy.
Marketing information: Retained while necessary for the relevant lawful marketing purpose or until an individual withdraws consent or objects, subject to limited suppression records where necessary.
Website and analytics information: Retained according to the applicable cookie, analytics and technology-provider settings and relevant legal requirements.
When information is no longer required, we arrange for secure deletion or destruction, subject to applicable lawful retention obligations.
Our website may use cookies and similar technologies to support website functionality, security, analytics and advertising measurement.
These technologies may include:
Where consent is legally required, non-essential cookies and similar technologies will not be activated unless the visitor has provided valid consent.
Visitors should be able to access appropriate information about these technologies and manage relevant preferences.
Cookie and analytics settings must be configured in accordance with applicable UK data protection and electronic communications requirements.
We may contact individuals about our services where permitted by applicable data protection and electronic marketing laws.
Marketing emails or messages will only be sent where an appropriate legal basis and the applicable PECR requirements are satisfied.
Where consent is required, it will be requested separately from consent to DNA testing or acceptance of our Terms & Conditions.
Where an applicable existing-customer marketing exception is used, we will comply with its requirements, including providing appropriate opportunities to opt out.
Individuals may withdraw marketing consent or object to direct marketing at any time.
We do not use identifiable genetic testing results for advertising audience profiling or unrelated marketing purposes.
Operational communications about bookings, payments, sample collection and results are distinguished from promotional communications.
DNA Vue recognises the sensitive nature of family relationships, genetic information and legal testing.
We take appropriate steps to prevent unauthorised disclosure of information concerning:
Before providing confidential information, we may require appropriate verification of the requester's identity and entitlement to receive it.
The person paying for a test is not automatically entitled to access every participant's personal or genetic information.
Information may be shared with a representative where the necessary authority exists or where disclosure is otherwise lawful.
Individuals have rights under the UK GDPR, subject to applicable conditions and exemptions.
These include:
Right of Access: To request access to personal information held about you.
Right to Rectification: To request correction of inaccurate or incomplete information.
Right to Erasure: To request deletion where the relevant legal conditions are satisfied.
Right to Restrict Processing: To request restriction of certain processing activities.
Right to Object: To object to processing in applicable circumstances, including direct marketing.
Right to Data Portability: To receive or transfer certain information where the legal requirements apply.
Right to Withdraw Consent: To withdraw consent where it is the relevant lawful basis or special-category processing condition.
Rights Relating to Automated Decisions: To exercise applicable protections concerning solely automated decisions that produce legal or similarly significant effects.
To exercise your rights, please contact:
contact@dnavue.com
We may need to verify identity and authority before processing a request.
We aim to respond within the statutory timeframe, normally one calendar month, subject to any applicable extension or exception.
Where we identify a suspected or confirmed personal-data breach, we will assess the circumstances, take appropriate steps to limit harm and investigate the incident.
Where legally required, we will notify the Information Commissioner's Office and affected individuals within the applicable statutory timeframes.
Our website may contain links to external websites or use third-party services, including payment processing and booking providers.
These organisations may maintain their own privacy notices and process information as independent controllers for certain activities.
We encourage individuals to review relevant third-party privacy information where applicable.
If you have concerns about how your information is processed, please contact us:
DNA Vue Ltd
Admirals Park, Victory Way
Dartford, DA2 6QD
United Kingdom
Email: contact@dnavue.com
Telephone: 020 8059 5620
You may also complain to the Information Commissioner's Office:
Website: https://ico.org.uk
Telephone: 0303 123 1113
You do not have to contact DNA Vue before exercising your right to complain to the ICO.
We may update this Privacy Policy to reflect changes in legislation, regulatory guidance or our operational practices.
The latest version will be published on our website with an updated revision date.
Where additional notification or consent is legally required, we will take the appropriate steps.
For more information, please review:
Genetic Data Privacy Policy
https://www.dnavue.com/genetic-data-privacy
Terms & Conditions
https://www.dnavue.com/terms
Refund Policy
https://www.dnavue.com/refund
For any questions relating to this Privacy Policy or how DNA Vue handles personal information:
DNA Vue Ltd
Admirals Park, Victory Way
Dartford, DA2 6QD
United Kingdom
Email: contact@dnavue.com
Telephone: 020 8059 5620
Website: https://www.dnavue.com
Our Commitment
DNA Vue is committed to handling personal information with appropriate care, transparency, confidentiality and respect. We recognise that DNA testing can involve deeply personal circumstances, and protecting the privacy of everyone involved remains a central responsibility of our service.