Privacy Policy

Pure Aesthetics is committed to protecting the privacy of patient information and to handling your personal information in a responsible manner in accordance with the Privacy Act 1988 (Cth), the Australian Privacy Principles (APPs) and relevant State and Territory privacy legislation, including the Health Records and Information Privacy Act 2002 (NSW).

This Privacy Policy explains how we collect, use and disclose your personal information, how you may access that information and how you may seek the correction of any information. It also explains whether we are likely to disclose personal information to overseas recipients, and how you may make a complaint about a breach of privacy legislation.

This Privacy Policy is current from November 2026. From time to time we may make changes to our policy, processes and systems in relation to how we handle your personal information. We will update this Privacy Policy to reflect any changes. The current version is available on our website at www.pureaesthetics.com.au and in hard copy from our practice on request.

The terms “our practice”, “we” and “us” throughout this policy refer to Pure Aesthetics, its surgeons and all surgical, clinical and administrative staff, at our Sydney City and Macquarie University clinics.

Your Privacy is Our Business

The Privacy Act incorporates thirteen Australian Privacy Principles that set out the rules for the handling of personal information in the private sector. In the interests of providing quality health care, our practice has developed a privacy policy that complies with privacy legislation and the APPs.

APP 1: Open and transparent management of personal information

Our practice has made this and other material available to inform you of our policies on the management of personal information. On request, we will let you know, generally, what sort of personal information we hold, for what purposes, and how we collect, hold, use and disclose that information.

APP 2: Anonymity and pseudonymity

You have a right to deal with us anonymously or by using a pseudonym, provided this is lawful and practicable. However, in the medical context this is not likely to be practicable or possible for Medicare and insurance rebate purposes. It could also be dangerous to your health.

APP 3: Collection of solicited personal information

It is necessary for us to collect personal information from patients, and sometimes from others associated with their health care, in order to attend to the patient’s health needs and for associated administrative purposes. “Personal information” is any information recorded about a person where their identity is known or could reasonably be worked out.

The personal information we collect may include your name, date of birth, contact details, Medicare and private health fund details, medical history, referral information, clinical photographs and any information you provide through our website enquiry, consultation or registration forms.

We will be fair in the way we collect information about our patients. This information is generally collected directly from our patients, but from time to time we may receive patient information from other sources including, but not limited to, other healthcare practitioners and healthcare services. When this occurs we will, wherever possible, make sure you know we have received this information. Personal information also includes clinical imaging (see “Our Policy on Patient Clinical Imaging”) and website data (see “Website Data Collection”). If you are unwilling to provide any of the information we request, please discuss it with us. In certain circumstances this may require you to seek professional services elsewhere.

Health information is “sensitive information” for the purposes of privacy legislation. This means that your consent will generally be sought to collect the health information that is necessary to make an accurate medical diagnosis, recommend appropriate treatment and be proactive in your health care.

APP 4: Dealing with unsolicited personal information

If our practice receives unsolicited personal information, we will determine, within a reasonable period after receiving it, whether we could have collected the information under APP 3 as if we had solicited it. For instance, our practice often receives unsolicited personal information in the form of referrals directly from referring medical practitioners. We will assess the information to ensure it is addressed to our practice or one of our medical practitioners. If this is the case, the personal information will be treated as if we had solicited it.

We may use or disclose the personal information for the purpose of making this determination. If we determine that we could not have collected the personal information under APP 3 (for example, the information is addressed to the wrong practice or practitioner) and the information is not contained in a Commonwealth record, we will destroy or de-identify the information as soon as practicable, where it is lawful and reasonable to do so.

APP 5: Notification of the collection of personal information

At or before the time we collect personal information or, if that is not practicable, as soon as practicable afterwards, our practice will notify the individual from whom we collect personal information of this privacy policy, or otherwise make them aware of it.

APP 6: Use and disclosure

A patient’s personal health information is used (by our practice) or disclosed (to others) for purposes directly related to their health care and in ways that are consistent with the patient’s expectations (the primary purpose). In the interests of the highest quality and continuity of health care, this may include sharing information with other healthcare providers who form part of a patient’s medical team from time to time, such as referring GPs, anaesthetists, hospitals and day surgery facilities.

There are also circumstances in which information may be disclosed without patient consent, such as:

• emergency situations;
• when required or authorised by or under an Australian law or a court or tribunal order;
• where doctors are required by law to disclose information for public interest reasons (for example, mandatory reporting of some communicable diseases);
• where it is necessary to fulfil a medical indemnity insurance obligation or for medical defence purposes;
• provision of information to Medicare or private health funds, if relevant, for billing and rebate purposes;
• to credit agencies and debt collection agencies in the event of default on bill payment after fair warning;
• a patient’s involvement in unlawful activity.

In general, a patient’s health information will not be used for any other purpose without their consent.

There are some necessary purposes of collection for which information will be used beyond providing health care (the secondary purpose), such as professional accreditation, quality assessments, clinical audit, billing and patient satisfaction surveys.

The doctors of our practice use shared patient files, and therefore patient records collected at our practice will be available to any medical practitioner you see at our practice.

APP 7: Direct marketing

Direct marketing involves the promotion of goods or services directly to patients, for example by post, email or SMS.

Where our practice collects personal information directly from an individual, it may use or disclose that information (other than sensitive information) for the purpose of direct marketing if:

• the individual would reasonably expect our practice to use or disclose the information for that purpose;
• our practice provides a simple way of opting out of direct marketing; and
• the individual has not already asked to opt out of direct marketing from our practice.

Individuals may ask our practice to provide the source of their information. If such a request is made, we will notify the individual of the source free of charge within a reasonable period, unless it is impracticable or unreasonable to do so.

Related Commonwealth laws such as the Spam Act 2003 and the Do Not Call Register Act 2006 also apply.

If you have provided your mobile number or email address to our practice, these may be used for electronic communication such as appointment reminders and newsletters. You may opt out of this method of communication at any time.

We do not disclose personal information to third parties for the purposes of direct marketing by them.

APP 8: Cross-border disclosure of personal information

We will take reasonable steps to protect patient privacy if information is sent interstate or outside Australia. Our practice will not disclose your health information to recipients overseas without your consent.

Some of the website and technology services we use (see “Website Data Collection”) are provided by companies that may store or process data outside Australia, including in the United States. Where this occurs, we take reasonable steps to ensure those providers handle information in a way that is consistent with the APPs.

APP 9: Adoption, use or disclosure of government related identifiers

Government related identifiers are numbers, letters or symbols used to identify you (for example, Medicare or DVA numbers). We will limit the use of identifiers assigned to you by Commonwealth Government agencies to the uses necessary to fulfil our obligations to those agencies.

APP 10: Quality of personal information

Our practice will take reasonable steps to ensure that the personal information it collects, uses and discloses is accurate, up to date, complete and relevant.

APP 11: Security of personal information

We store personal information in electronic and/or hard copy form. The storage, use and, where necessary, transfer of personal health information will be undertaken in a secure manner that protects patient privacy. Medical practices are required to keep patient information after a patient’s last attendance for as long as is required by law or is prudent having regard to administrative requirements. After that time, information is securely destroyed or de-identified.

APP 12: Access to personal information

You may request access to your personal health information held by our practice. You are not required to give reasons for your request, but you may be asked to clarify its scope.

• Where a request is made, strict identification criteria are used so that information is not mistakenly disclosed.
• There are some circumstances in which access is restricted. In these cases, the reasons for denying access will be explained.
• A charge may be payable where the practice incurs costs in providing access.
• Material in which the doctor holds copyright may be subject to conditions that prevent further copying or publication without the doctor’s permission.

Our practice acknowledges the right of children to privacy of their health information. Based on the professional judgement of the doctor and consistent with the law, it may at times be necessary to restrict access to personal health information by parents or guardians.

On your request, your health information held by our practice will be made available to another health service provider.

APP 13: Correction of personal information

Our practice will take all reasonable steps to amend or correct any personal information we hold that is not accurate, complete or up to date. If we correct personal information that we have previously disclosed to another party and you ask us to notify that party of the correction, we will take reasonable steps to do so unless it is impracticable or unlawful.

If you and our practice disagree about whether your information is accurate, complete and up to date, you may ask us to associate the information with a statement claiming that it is not.

Our practice will provide reasons for any refusal to give access to, or correct, personal information.

Website Data Collection

Enquiry and contact forms

From time to time we use electronic forms on this website to collect personal information for purposes directly related to a service, function or activity of our practice, such as responding to your enquiry or arranging a consultation. Information you submit may include health details you choose to share with us. Completing and submitting any form on this website is entirely at your discretion. By submitting a form, you consent to our practice using the information you provide for the purpose for which it was collected, as described in this policy.

Web log files

In common with most websites, our website automatically logs certain information about every request sent to it. This information is used for system administration and for producing usage statistics. It may also be used to investigate technical problems or misuse of the website. Logged information is not passed to any third party except as described in this policy or where required by law.

Cookies, analytics and advertising

Our website uses cookies and similar technologies to help it function, to understand how visitors use it, and to measure and improve our advertising. These tools may collect information such as your IP address, device and browser type, pages visited and actions taken on the website. They are not used to collect your health information. The third-party services we use for these purposes include:

• Google Tag Manager and Google Analytics (Google LLC, United States): website usage statistics;
• Google reCAPTCHA (Google LLC, United States): protecting our forms from spam and abuse;
• Meta Pixel (Meta Platforms Inc., United States): measuring and improving our advertising on Facebook and Instagram;
• Microsoft Clarity (Microsoft Corporation, United States) and Hotjar (Hotjar Ltd, Malta): understanding how visitors interact with our website so we can improve it.

Information collected by these providers is governed by their own privacy policies. You can control or delete cookies through your browser settings, and you can manage advertising preferences through your Google and Meta account settings. Blocking cookies may affect how parts of the website work.

Third-party websites

Our website may contain links to, or embedded content from, other websites such as YouTube and Instagram. We are not responsible for the privacy practices of those websites and encourage you to read their privacy policies.

Our Policy on Patient Clinical Imaging

Clinical imaging, which includes photographic, video and audio recordings, is an important part of your medical record and is a form of personal information that is “sensitive information”.

During the course of your treatment, clinical images may be taken for our records. These are necessary for accurate record keeping, comparison and reference. Clinical images may also be provided to our practice by your referring GP or specialist. These images are accessible only to staff in our practice.

Clinical images will not be shown to other patients, published on our website or social media, or published in medical literature without your express written consent. Identifiable clinical images may occasionally be shown in closed medical sessions with other doctors or nurses for educational purposes only. These sessions are bound by strict confidentiality. Should you object, please let us know.

Pre- and post-operative images help patients decide whether to go ahead with a procedure and demonstrate the quality of our work. We are extremely grateful to patients who give their consent for their images to be used. Consent may be given or withdrawn at any time.

Contact Us and Complaints

It is important to us that your expectations about the way we handle your information are the same as ours. Please feel free to discuss any concerns, questions or complaints about the privacy of your personal information with us. If you believe a privacy breach has occurred, please contact:

In dealing with your complaint, we will communicate time frames to you based on the nature and complexity of your concern and will do our utmost to meet them.

If you are dissatisfied with our response, you may contact the Office of the Australian Information Commissioner (OAIC) on 1300 363 992 or at www.oaic.gov.au. You may also contact the NSW Information and Privacy Commission at www.ipc.nsw.gov.au.