Privacy Policy

VetReviews.uk is operated by Incentively Limited, registered in England and Wales. Company number: 17121895. Registered office: Incentively Limited, 3rd Floor, 86–90 Paul Street, London, England, United Kingdom, EC2A 4NE.

Information we collect

We may collect your name, email address, account and sign-in records, helpful-review votes, review content, appointment information, uploaded review evidence where enabled, IP address, browser/device data, practice claim information, messages sent to VetReviews.uk and anonymous profile click statistics.

Connected Vet Reviews and Incentively accounts

When you confirm a Vet Reviews account, we may securely create or link an Incentively personal account using your verified Vet Reviews user ID, email address and display name. The cross-site handoff uses a short-lived encrypted, single-use token. A pet owner account does not grant access to a veterinary practice, another organisation or WordPress administration.

How we use information

We use information to operate VetReviews.uk, verify accounts and review submissions, record helpfulness votes, moderate content, prevent spam and fraud, manage practice claims, provide connected account and practice tools, send confirmation emails, produce anonymous click reporting and improve the service.

Review request emails from veterinary practices

Veterinary practices with access to VetReviews.uk tools may upload or enter limited customer contact details so they can ask customers to leave a review. This is limited to the information needed to send that request, normally a name and/or email address. VetReviews.uk has access to this information where required to operate, audit and protect the platform. We store recipient audit records in an access-restricted way and use hashed recipient identifiers where possible. If your vet uploads your email address, VetReviews.uk will not subscribe you to our own services or marketing unless you choose to opt in separately.

Appointment confirmations and reminders sent for practices

Where a veterinary practice chooses to use Vet Reviews appointment communications, the veterinary practice remains the data controller for the client information it provides. Vet Reviews processes the minimum client details needed to deliver the confirmation, reminder and post-appointment review request selected by the practice, maintain essential delivery or suppression records and protect the service. We do not use those practice client lists for Vet Reviews marketing. We ask practices not to upload pet names, treatment information, clinical notes or the reason for a visit into this feature. Appointment-only contact fields are removed after the communication window. If a practice deliberately chooses to save a person to its Vet Reviews client CRM, the limited contact record is retained for that practice until it is updated or removed as part of the practice's customer-administration workflow.

Reviewer emails

Reviewer email addresses are required to reduce abuse and support moderation. They are not published publicly. Review confirmation emails may be sent before a review enters moderation.

Helpful-review votes

Signed-in users can mark approved reviews as helpful or not helpful. We store one current vote per user and review so that useful reviews can be ordered more prominently and voting abuse can be limited. Practices cannot vote on their own reviews.

Uploaded evidence

Practices may enable receipt or photo proof to support verified reviews. Uploaded evidence is used for verification and moderation only and is not shown publicly.

AI-assisted features

VetReviews.uk may use OpenAI or similar services to help moderate reviews, generate aggregate review overviews, draft local guide copy or improve public-page SEO using non-private page facts and Search Console query/performance data. We do not intentionally send private reviewer email addresses to OpenAI for review summaries, guide generation or SEO optimisation.

Guide referral counts

From 8 October 2026, guide pages count page loads referred by selected AI-service domains and separately by Bing. This counter stores only the day, guide ID, source category and total count. It does not set cookies or store an IP address, visitor identifier, full referring URL or query. It respects browser Do Not Track and Global Privacy Control signals. These counts can miss referrals or include repeat loads and are not unique-visitor or citation counts.

Product usage and search analytics

To improve VetReviews.uk, we may record how people use features such as Compare Vets, Ask Vet Reviews and veterinary-practice outreach journeys. This can include the question a user chooses to submit to Ask Vet Reviews, the general location detected from that question, which practices are compared, practice-name or location searches entered on an outreach landing page, whether an invited practice opens its matched page, and whether a profile, sign-in or claim action is selected. We do not store raw IP addresses in this product-usage analytics data; we use a salted pseudonymous identifier for aggregate visitor counts. Raw Ask Vet Reviews query text and outreach practice-search text are retained for a limited operational period so we can identify coverage gaps and improve the service.

Cookies and analytics

We may use cookies and similar technologies for site functionality, security, analytics, performance and anonymous click reporting on practice profiles. See our Cookies Policy for more detail.

Sharing data

We do not sell personal data. We may share limited information with hosting, email, analytics, security, payment and technology providers where needed to operate the service, or where required by law.

Retention

We retain information only for as long as needed for moderation integrity, legal compliance, fraud prevention, platform operation and legitimate business purposes. Unused registration links expire automatically.

Your rights

Under UK data protection law, you may request access, correction, deletion, restriction or portability of your personal data where applicable.

Contact

For privacy queries, email customerservices@vetreviews.uk.