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Play DNA

About Us

Privacy Policy

At PlayDNA, we value your business and we know your privacy is important to you. As a result, the confidentiality of our customers’ personal data and DNA sample is our highest priority. Accordingly, we have implemented this Privacy Policy to inform you of the information that we collect from you, how we collect it, and what we do with it. By using this Website you are accepting the practices described in this Privacy Policy.


A note on cookies

We use cookies to record information regarding your use of the PlayDNA Website. You may disable cookies at any time. Before using this Website we advise that you carefully read the information on cookies provided below to determine your preferences before using this Website.


How and when we collect information

We collect personal information from you when you provide it to us. For example, if you purchase a product from us, we may collect your name, mailing address, telephone number and email address. If you sign up to receive a newsletter, we will collect your email address.

In addition, when you purchase one of our products we may require a DNA sample from you or the person on whose behalf you have made the purchase to enable us to fulfill your order. To collect this DNA we will mail you a DNA collection kit. You will take this DNA sample yourself, using the instructions and simple cheek swab provided, and return the sample to us by mail. We have developed a secure DNA collection process whereby all customer samples are assigned an anonymous six-digit serial number. During transit and throughout the entire laboratory process your DNA sample is tracked via this serial number and no private data relating to you as an individual is associated with it.


How we ensure the confidentiality of your information

We use a secure and password protected IT system only accessible to authorised employees to hold your personal details on file. This data is accessed to carry out your final analysis and construct your personal certificate of analysis. Your image is sent to our approved print supplier for final processing by email. Your image is tracked by your personal barcode; no personal, identifying information is included in this communication. Your finished artwork and accompanying documents are brought together by a member of the PlayDNA team once the printed artwork has been checked for quality and accuracy, and are delivered to you through our approved couriers.

Your DNA samples will be received and processed on site in our secure laboratory facility, situated within the Heyford Park Business Centre, which is protected by 24-hour guarded surveillance. On completion of your order, our highly trained lab technicians will ensure the safe disposal of your DNA sample within 21 days of your artwork being dispatched. This delay is to ensure we are able to quickly and efficiently handle any queries that you may raise on receipt of your artwork. After this time has elapsed all DNA samples will be destroyed on-site by high temperature treatment (autoclaving) and then disposed of as per standard laboratory practice and compliant with clinical waste disposal legislation.

We partner with one or more credit card processing companies to assist us in processing your payment. However, those companies do not retain, share, store, or use personally identifiable information for any secondary purposes. When you enter sensitive information such as a credit card number on our registration or order forms, we will redirect you to a secure server that uses secure socket layer technology (SSL) encryption.


What we do with your information

We are committed to protecting your privacy. We will never use any part of your DNA image or associated analysis/ results (with or without identifying information) for any purpose other than to fulfill your order, without your express permission. We will retain the gel image of your DNA analysis on file for a period of 12 months after which it will be permanently deleted unless otherwise determined with your consent.

Under no circumstances do we sell, rent, trade or share your personal information with any other company for their marketing purposes without your consent. We use your personal information for internal purposes such as processing and keeping you informed of your order. We may also use your personal information for other purposes, such as providing customer support or providing, maintaining, evaluating and improving our products and services. You may, from time to time, receive information from us about new features, new services and special offers we think you'll find interesting.

We may disclose the personal and non-personal information of our customers to any successor-in-interest of ours, such as a company that acquires our business. We may need to disclose your personal information when required by law or when we have a good-faith belief that such action is necessary to comply with a judicial proceeding, a court order or legal process.


Your choice to opt-out of certain communications

If you are no longer interested in receiving email announcements and other marketing information from us, please email your request to: Please include your complete name, email address and mailing address. Note that you may still receive customer service related communications from us.


Cookies and Non-Personal Information

We use cookies to record information regarding your use of the PlayDNA Website. Cookies are bits of information that are stored on your computer by your web browser. Although our cookies don’t store any of your personal information, they do allow us to do things like keep items in your shopping cart between visits or during the same visit or provide you with a more personalised user experience. You may change your browser settings at any time to opt to accept cookies or to reject cookies. If you haven’t changed your computer’s settings, most likely your browser already accepts cookies.

For each visitor to our Website we also collect non-personal information, such as browser type, the URL of the previous website you visited, your ISP, operating system and your IP address. Non-personal information cannot be easily used to personally identify you. We may use your non-personal information to help diagnose problems with our server and to administer our Website. Your non-personal information may also be used to gather broad demographic information and to recognise customer traffic patterns and website usage. This information aids us in merchandising and in developing the design and layout of the Website.


We link to other websites

Our Website may contain links to websites operated by other companies. We are not responsible for the privacy practices of such other websites. We encourage our users to be aware when they leave our site and to read the privacy statements of such other websites. This privacy statement applies solely to information collected by our Website.


Persons for whom parental/ legal guardian permission is required

We are able to process the DNA of minors (those under the age of eighteen years old) and/ or the DNA of adults who lack the capacity to consent, with the permission of the parent or legal guardian. Where this is applicable, we require confirmation of the grant of this permission prior to purchase.

Please note, under the Human Tissue Act 2004, taking DNA from another person without their consent, or the consent of their legal guardian, is a criminal offence punishable by imprisonment or a fine or both.



We follow generally accepted industry standards to protect the personal information submitted to us from unauthorised access or disclosure, both during transmission and once we receive it. However, no method of transmission over the Internet, or method of electronic storage, can be considered 100% secure. Therefore, while we strive to use commercially acceptable means to protect your personal information, we cannot guarantee its absolute security. We assume no liability for any disclosure of data due to errors in transmission, unauthorised third party access or other acts of third parties, or other acts or omissions.


Updating your personal information

If your personal information changes, you may correct, update or remove personal information previously provided to us by contacting our customer service department at


Changes to our Privacy Policy

If we change or make any amendments to our Privacy Policy, we will post a new version on our Website, which will become effective when posted. The new policy will apply to all current and past users of the Website and will replace any prior policies that are inconsistent with it.


Contact us

If you ever have any questions regarding our privacy policy please contact us at


Privacy Policy Effective Date: January 1st 2012.