Privacy policy

What this policy applies to

Dementia UK (company reference number 02944156 and registered charity number 1039404) (“we/us/our”) take your right to privacy very seriously and are committed to protecting and respecting your privacy. Any personal information we obtain will be treated in line with this commitment and in accordance with the Data Protection Act 1998.

This policy (together with our terms of use and our cookie policy) as well as our Admiral Nurse Dementia Helpline terms and conditions sets out the basis on which any personal data we collect from you, or that you provide to us, will be processed by us.

Please read the following carefully to understand our views and practices regarding your personal data and how we will treat it. By visiting (“Website”) you are accepting and consenting to the practices described in this policy.

The terms of this privacy policy will apply to all information collected about:

  • Visitors of our Website;
  • People who subscribe to our newsletters, mailing lists and other publications or complete forms on our Website.
  • People who request merchandise via our Website (including our branded t-shirts or other branded items).
  • People who make a donation via our Website.
  • People who contact us through our Admiral Nurse Dementia Helpline (by calling 0800 888 6678 or emailing
  • Any person in respect of whom a person contacts the Admiral Nurse Dementia Helpline.
  • Any person who contacts us through any other method of communication.

For further details in respect of personal data collected via our Admiral Nurse Dementia Helpline, please see the relevant section below.

For the purposes of the Data Protection Act 1998 (the “Act”), we are the data controller of and are the sole owner of any personal data we collect.

Information we may collect

We may collect and process the following data:

  • Information you give us: You may give us information about you in a number of different ways through our Website or through any other available means of communicating with us. You will be giving us information about you when you:
  • fill in forms on our website,
  • request publications or newsletters,
  • request merchandise from us, whether as part of registering your interest in a fundraising event or otherwise,
  • give feedback to us whether in relation to our website or otherwise,
  • make a donation,
  • register for an event or apply for information in respect of one of our events, or
  • call or email us.

The information which you provide us which we may retain and process could include your name, address, email address, phone number, age, gender, your relationship to other fundraisers, and any preference on how you would like to hear from us (where applicable).

Where you elect to make a donation to us via Payroll Giving (please see for further information) then we may retain and process your national insurance information, staff number (where applicable), job title, your employer’s name and the department in which you work and the location of your place of work.

  • Information we collect about you: When you visit our Website or email or telephone us, the following information may automatically be collected by us:
    • technical information, including the Internet protocol (IP) address used to connect your computer to the Internet, browser type and version, time zone setting, browser plug-in types and versions, operating system and platform;
    • information about your visit, including the full Uniform Resource Locators (URL) clickstream to, through and from our Website (including date and time); the pages you viewed or searched for; page response times, download errors, length of visits to certain pages, page interaction information (such as scrolling, clicks, and mouse-overs), and methods used to browse away from the page, any phone number used to call our customer service number, and email addresses used to contact us.

This information is in addition to any other cookies which may be collected on our Website. Please see our cookie policy for further information (

  • Information we receive from other sources: 
    • We work closely with certain third parties who facilitate the making and collection of donations such as “Just Giving”. We are provided certain personal information from those third parties where you make a donation to us through them.
    • We also receive personal information from community events that are held in aid of Dementia UK, which may be used to invite you to other community events.
    • When setting up a tribute fund, you will be directed to MuchlLoved’s website, an independent third party which is a registered charity (charity reference number: 1118590). All information which you enter on Muchloved’s page will be subject to their own rules on privacy and data protection. Muchloved do provide us with certain personal information which you enter on their site and we are also able to access the information which you provide to Muchloved.
    • When making a donation through our website, the personal information (other than your payment card or bank details) you enter will be collected by a third party who we work closely with for the purposes of collecting such information (see our “Donations” section below for further information). They will then pass this information to us however they may also retain the information themselves.
  • Information collected via the Admiral Nurse Dementia Helpline: If you contact us through the Admiral Nurse Dementia Helpline, you may be asked to provide certain information about yourself and/or the person who you are calling about (as applicable). This could include names, details relating to the health of the relevant individual, medication for the individual and other health related information, in addition to asking about the purpose of the call. Providing the requested information is not obligatory but where it is provided we may retain and process it in line with the provisions of this Privacy Policy. Please see the section below headed “Admiral Nurse Dementia Helpline” for further information.

How we will use personal information

We will use the information you provide to us in the following ways:

  • To provide you with information, including in relation to products and services we offer, which you have requested from us;
  • To provide you with any newsletters, mailings or other publications for which you have registered;
  • To contact you in relation to any forms you have completed or feedback you have provided;
  • To further our charitable aims and to develop fundraising activities;
  • To notify you of any changes to any products, services or publications, in respect of which you have previously requested information;
  • To develop and improve our services and products;
  • To inform you of services which we feel may be of interest to you. We will only provide you with this information where you have agreed to be contacted for these purposes. If you do not wish to receive this information, please contact us by email: or by phone 020 7296 4189. We may provide your information to a third party sub-contractor to facilitate the provision of this information. Please see the “How we disclose personal information” section below for further information
  • To ensure that the content on our Website is presented in an effective and user-friendly manner, to ensure we give you the best experience on our site.

In addition to the above, we may use the information we collect for the following purposes:

  • to administer our Website and for internal operations, including troubleshooting, data analysis, testing, research, statistical and survey purposes;
  • as part of our efforts to keep our Website safe and secure;
  • to compile anonymous statistics and research in the course of our charitable work in order to help us meet our aims and improve what we do.

How we disclose personal information

Please see our “Admiral Nurse Dementia Helpline” section below for information in respect of information received through our provision of the Admiral Nurse Dementia Helpline service.

We may share your information with selected third parties including:

  • When you indicate that you would like to receive information from us in the post or via email, we may provide your name and address or email address (as applicable) to a third party sub-contractor who we work closely with and who compile and send out the relevant mailings on our behalf. This third party will not use or process the information for any purpose other than compiling and sending out the relevant mailing. The information you receive will be information which you have agreed to receive from us and the third party will not contact you for any other purpose.
  • Analytics and search engine providers that assist us in the improvement and optimisation of our Website.
  • Third parties who host servers on which we store any of your information. The hosts of such servers will not use or process your information other than as directed by us and they will not use your information to contact you directly.
  • If you register for an event through our website which is hosted and/or run by a third party then we may be required to share your personal information, including your name and contact details with the relevant third party event organiser. This could include for example where you apply to participate in the London Marathon through us. In this instance we will pass your personal information on to the organisers of the London Marathon who may contact you in relation to the event.

We may share your personal information with third parties:

  • In the event that we merge with another charity we may share your personal data.
  • If we are under a duty to disclose or share your personal data in order to comply with any legal obligation, or in order to enforce or apply our terms of use and other agreements; or to protect our rights, property, or safety. This includes exchanging information with other companies and organisations for the purposes of fraud protection and credit risk reduction.


Our Website uses cookies to distinguish you from other users of our Website. This helps us to update our Website and tailor it to individuals’ needs as well as enhancing your experience on our Website.

For more detailed information about cookies and what we do with them, please see our cookies policy which can be found at

Admiral Nurse Dementia Helpline

All the other provisions of this Privacy Policy apply in respect of information we obtain via the Admiral Nursing Dementia Helpline unless a contrary position is set out in this section.

When you contact Admiral Nurse Dementia Helpline (including by email) whether in respect of yourself or someone you care for, you may be required to provide certain sensitive personal information. This could include information about the health and recent health related events relating to the relevant person.

Our Admiral Nurse Dementia Helpline is there to assist with the care of vulnerable individuals. As such we treat this sensitive information with the utmost confidence and respect and will not share this information with any third party. The information is stored on a database which can only be accessed by our registered nurses and certain selected members of our IT department.

When you contact the Admiral Nurse Dementia Helpline, in all instances you will be communicating with a registered nurse who is a specialist in dementia and any information you provide through the helpline will only be accessible by our trained and registered specialist nurses, who are governed by the Nursing and Midwifery Council and their code of conduct.

We and our dementia specialist registered nurses will only use the information to:

  • provide advice in respect of the care of the relevant person (if you are calling about another person) or about your own health (where applicable);
  • monitor any advice we have given you; and
  • to contact you in relation to any communications between us and any advice we have given you.

We may also share any information you provide with the relevant GP where we are legally required to do so or where we consider it is in the best interests of the person living with dementia to do so.

We will also use certain information to assess trends in terms of the types of enquiries we receive via the helpline and the types of advice given by our registered specialist nurses however all such information will be anonymised.

Where you contact the Admiral Nurse Dementia Helpline on behalf of another person, you are required to ensure that you have the rights to discuss any matter with us relating to the individual, whether due to being their primary carer or, where possible, with their express consent.

All calls to the Admiral Nurse Dementia Helpline may be recorded and records of such calls retained.

We will only hold the information for so long as it is necessary for the intended purposes or as is required by law.


The personal information which you enter (other than payment card or bank details)  when making a donation is collected by a third party sub-contractor which we have appointed for the sole purposes of collecting this data and transferring it to us. The third party will not hold or process this information for any purpose other than collecting the information on our behalf and then passing it to us.

Any information and credit card details you send to us using our donation pages (e.g. once you have clicked the “donate” button), are encrypted in order to better protect the security of the information you provide on those pages.

We do not store any credit card details or bank details which you may provide to us via our Website. This information is held and stored by a third party agency using a secure system to administer donations made to us.

How do we protect personal information

We take appropriate measures to ensure that the information disclosed to us is kept secure, accurate and up to date. We use strict security measures in respect of the systems used to store information and to protect against unauthorized access. We keep it only for as long as is necessary for the purposes for which it was intended, or for as long as we are legally required to keep it.

Unfortunately, despite our best efforts, there are inherent risks with providing information over the internet and we cannot therefore guarantee the security of information you provide to us. All such information is provided at your own risk.

Where we store your personal data

The data that we collect from you may be transferred to, and stored at, a destination outside the European Economic Area (“EEA”). It may also be processed by staff operating outside the EEA who work on our behalf. Information which we collect will be stored on our secure services which are hosted in both the UK, EU, and in the United States of America. By submitting your personal data, you agree to this transfer, storing or processing.

Your rights

You have the right to ask us not to process your personal data for marketing purposes. We will usually inform you (before collecting your data) if we intend to use your data for such purposes or if we intend to disclose your information to any third party for such purposes. You can exercise your right to prevent such processing by checking certain boxes on the forms we use to collect your data.  You can also exercise the right at any time by contacting us by email: or by phone 020 7296 4189.

Our Website may, from time to time, contain links to and from third party websites.  If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies.  Please check these policies before you submit any personal data to these websites.

Access to information

The Act gives you the right to access information held about you. Your right of access can be exercised in accordance with the Act. Any access request may be subject to a fee of £10 to meet our costs in providing you with details of the information we hold about you.

Changes to our privacy policy

Any changes we may make to our privacy policy in the future will be posted on this page and, where appropriate, notified to you by e-mail. Please check back frequently to see any updates or changes to our privacy policy.


If you have any questions, comments and requests regarding this privacy policy, or any complaints, we would love to hear from you. Please contact us by email: or by phone 020 7296 4189.