Privacy Policy

Who we are

We are Adora Fertility Pty Ltd (ACN 616 422 818), the fertility division of Adora BidCo Pty Ltd (657 710 560). We manage fertility treatment centres in Australia. We manage our centres on behalf of the medical practitioners who operate from them.

Adora Fertility Pty Ltd is bound by the Australian Privacy Principles under the Privacy Act 1988 and other relevant laws about how private health service providers handle personal information (including but not limited to patient health information).

Adora Fertility clinics are committed to complying with all applicable privacy laws which govern how Adora Fertility clinics collect, use, disclose and store your personal information. You can read more about these laws on the Office of the Australian Information Commissioner’s website.

What personal information do we collect and hold?

Personal information is information or an opinion about an identified person, or someone who is reasonably identifiable, whether or not the information or opinion is true and whether the information or opinion is recorded in a material form or not.

The types of personal information we may collect and hold about you include:

• Full Name
• Address
• Date of Birth
• Gender
• Marital Status
• Cultural background
• Email address
• Medicare/Concession Card Information
• Financial transaction details associated with services we have provided to you
• Private health fund membership information
• Clinical notes
• Test results
• Treatment plan
• Telephone number
• Medical history
• Healthcare identifiers
• Next of kin
• Prescribed medications
• Referral details
• Disease status

How do we collect and hold personal information?

We collect personal information about you in several ways, including from:

• an employee of Adora Fertility, such as a receptionist or nurse;
• independent health service providers in Adora Fertility and recorded on patient records;
• external health providers which is provided to Adora Fertility and placed on the record of the patient;
• Information collected through websites in the form of online enquiries
  or requests for appointments;
• someone who has responsibility for you (your parent, carer or guardian); and you directly.

Cookies, pixels and tags

Our websites use cookies, pixels, tags and similar technologies. These are small pieces of text stored in your browser or small images embedded in webpages that help our websites work (for example, remembering which page you are on, or enabling functions like audio or video). We do not collect any personal information in this process.

Analytics, advertising and third-party technologies: We use third-party service providers, data processors and advertising partners to operate our website, manage enquiries, understand website use, measure advertising performance and, where permitted, deliver relevant advertising. These include:

• Google Tag Manager: Manages and deploys analytics, advertising and other website tags.
• Google Analytics 4: Measures website traffic, user interactions and website performance. Where Google Signals is enabled, it may also support demographic, interest and cross-device reporting for eligible Google users.
• Google Ads: Measures advertising conversions and, where permitted, supports advertising optimisation, audience creation and remarketing.
• HubSpot: Manages enquiries, forms, customer relationship records, communications and website interactions. HubSpot may associate browsing activity with a contact record after a person identifies themselves.
• Meta: The Meta Pixel and Conversions API measure advertising performance, attribute conversions and, where permitted, support audience matching, advertising optimisation and remarketing across Facebook and Instagram.
• Microsoft Clarity: Provides behavioural analytics, including clicks, scrolling, heatmaps and session replay, to help us understand and improve website usability.
• Pinterest: The Pinterest Tag measures advertising conversions and, where permitted, supports advertising optimisation, audience creation and remarketing.
• The Trade Desk: Supports programmatic advertising, campaign measurement, attribution and, where permitted, audience activation and remarketing.

These technologies may:

• use cookies, pixels, tags, local storage and server-to-server connections;
• collect or receive IP addresses, device and browser information, cookie or advertising identifiers, referring URLs, pages viewed, searches, clicks and campaign information;
• receive information about form-submission or conversion events;
• receive pseudonymised identifiers, such as hashed email addresses or telephone numbers, where configured for conversion matching;
• associate information collected from our website with other information held by the provider; and
• process or store information outside Australia.

Because pages on our website may concern fertility treatments or health services, information about the pages a person visits may reveal or permit inferences about their health interests. We seek to minimise the information disclosed and will only collect, use or disclose sensitive information where permitted by law and, where required, with express consent.

You can manage or withdraw consent for non-essential technologies through our cookie-preference controls and through the privacy and advertising controls provided by the relevant platforms. 

Analytics: We use cookies to anonymously log user activity, helping us understand website usage trends and improve security. We primarily use Google Analytics for this purpose. We have enabled a Google Analytics feature called Google Signals. If you are signed in to a Google Account and have enabled Ads Personalisation in your Google Account settings, this allows us to see aggregated, de-identified data about your activity across devices (for example, if you visit our website on your phone and later on your laptop), and allows Google to use this information for cross-device remarketing and reporting purposes. You can control whether Google Signals applies to you at any time via your Google Account's Ad Settings, including turning off Ads Personalisation entirely. You can opt out by visiting the Google Analytics opt-out page.

Hashed data sharing with advertising platforms: To help us measure how effective our advertising is, we share certain information with our advertising partners, including Google and Meta. Where you have interacted with our website — for example, by submitting an enquiry or booking request — we may convert your name, email address or phone number into a scrambled, non-readable code (known as "hashing") before sending it to these platforms. Google refers to this as Enhanced Conversions; Meta refers to it as Advanced Matching.

Hashing does not make this information anonymous. Google, Meta and similar platforms may still be able to match it against information they already hold about you, and the Office of the Australian Information Commissioner (OAIC) treats hashed identifiers of this kind as personal information. We use this process to help confirm when someone who saw or clicked on one of our ads went on to make an enquiry or booking, and to improve the accuracy of our advertising.

You can opt out of, or limit, personalised advertising and related matching activities by adjusting your preferences through Google Ad Settings and Meta Ad Preferences, which are listed in the Advertising section below, or by contacting us directly (see "How to contact us" below).

Advertising: We work with third-party advertising partners to deliver relevant ads on social media and other websites. Cookies, pixels, and tags help us understand your interests. This includes remarketing (also known as retargeting) — for example, showing you an ad for Adora Fertility after you've visited our website, based on the pages you viewed or actions you took while browsing. When you take certain actions (e.g., submitting a form), we may share limited data with our advertising partners to assess campaign effectiveness. Depending on the advertising technology being used, the information shared may include device and browser information and, where you have submitted an enquiry or booking request, hashed identifiers such as a hashed email address or phone number to help measure campaign performance and improve advertising accuracy. This data does not directly identify you but may include device and browser information. Our advertising partners include Meta, Google, Pinterest, and other digital ad platforms. You can manage your ad preferences via:

• Meta’s Ad Preferences
• Google Ad Settings
• Pinterest Personalisation Settings

Why do we need your personal information and what do we do with it?

1. Patient care

We collect, maintain, use and disclose personal information about you in order to assist the medical practitioners using our facilities to provide you with appropriate care, treatment and services.

Your personal information is used by us and those medical practitioners:

• to provide you with medical care and services;
• to provide you and/or your doctor with information that may assist you in managing and improving your health; and
• as a medical history for you that allows the medical practitioners using our facilities to provide you with better care as it assists with identifying changes to your health over time.

2. Operating our business

We use your personal information as necessary to manage our administration, including storage of data, and management of accounts and payment for the services provided to you. Specifically, we will use and, where necessary, disclose your personal information to:

• obtain payment from, as appropriate, Medicare Australia, you, your private health insurance fund or from any organisation responsible for payment of any part of your account, such as the Department of Veterans Affairs;
• if the circumstances require, we may disclose your personal information to our insurers or those of the medical practitioners using our facilities;
• manage and store your personal information in a secure fashion, including management and storage by third parties such as cloud service providers with contractual relationships with Adora Fertility or associated entities; and
• entities within the Adora BidCo group disclose medical records and other personal information with each other for administrative and information management purposes. This includes the disclosure of personal information for storage and archiving purposes. Any such disclosures are subject to strict conditions relating to confidentiality and data security.
• We may use your personal information to communicate with you, including to:
  • give you important information (including by SMS or email) about the products and services offered by our practices;
  • respond to your online enquiries or process requests for appointments;
  • advertise to you particular products and services that may be of interest to you; and
  • contact you to make and confirm appointments, discuss pre-operative matters and any other matters relating to your procedure.

3. Teaching and research

We may use your personal information for internal teaching purposes or to monitor, evaluate, plan and improve the services provided at our practices. We will only use de-identified information (information that does not contain any personal details that may reasonably identify you) for these purposes.

We may use your personal information to provide third parties (such as universities, government organisations and pharmaceutical companies) with de-identified health information. Before any health information is provided to a third party it is de-identified, that is, the name and address of the patient and any other information that could otherwise allow an individual to be identified, is removed from the health information. That de-identified information is then aggregated with the de-identified health information in respect of other patients. The third party uses the bulk de-identified information it receives for the business purposes of the third party.

4. Mandatory clinical pregnancy and birth outcome reporting

Adora Fertility is subject to a legal obligation to send a summary of each ART treatment cycle to the University of New South Wales, Sydney, for inclusion in the Australian and New Zealand Assisted Reproduction Database (ANZARD), Victorian Health Regulator (VIC patients only), NSW Wales Central Donor Register (NSW patients only), Reproductive Technology Council / The Licensing and Accreditation Regulatory Unit (WA patients only) and QLD Assisted Reproductive Technology Unit and Donor Conception Information Register (QLD Patients only). The ANZARD is stored on location at the University. This data will be used for national statistical reporting, regulatory review and population-based research.

5. Other disclosures

We may be required by law to disclose your personal information without your consent.

6. Retention of marketing and analytics data

The retention periods set out below apply to your clinical and health records. Separately, we also collect information through analytics and advertising tools such as Google Analytics, Google Ads and Meta. This information is retained for a much shorter period and for different purposes than your health records.

We currently retain Google Analytics data for 14 months from the date of collection, after which it is automatically deleted unless we are required to retain it for longer for legal or reporting purposes. Data held by our advertising partners (such as Google Ads and Meta) is subject to those platforms' own retention practices, details of which are available in their respective privacy policies.

Storage of your personal information

We take reasonable steps, and implement reasonable safeguards, to ensure the protection of the personal information that we hold. All patient information is handled securely and in accordance with professional duties of confidentiality.

Adora Fertility clinics are subject to a range of rules relating to the periods for which health information and records must be retained. We must generally retain health information about an individual:

• for 7 years from the last occasion on which we provided a health service to the individual – if we collected the information when the individual was 18 years old or older; or
• until the individual turns 25 – if we collected the information when the individual was less than 18 years old.
• ART treatment specific requirements (as per State ART legislation):
  • NSW: 50 years. Gamete provider details, consents, uses of gametes, use of embryos including transport, periods of storage, offspring.
  • WA: Records kept indefinitely. All records related to keeping and use of gametes & embryos in sufficient detail to prove compliance with reporting requirements.
  • QLD: Under QLD ART Act, destruction of records is prohibited.
  • VIC: 75 years after last attendance or access by a patient, or if no child born, 15 years.

What happens if we do not collect your personal information?

If you do not wish for us to collect certain information, you are required to inform us so that we can discuss any consequences this may have for your health care. If you do not provide us with certain personal information, this may impact on our ability to provide you with quality care.

Do we transfer personal information overseas?

We may disclose your personal information to wholly owned subsidiaries of our parent company, Adora BidCo Pty Ltd, or to third parties, which are based in India, Malaysia and the Philippines. These companies provide billing, payment and other administrative services, data-entry and data analytics services to us. We take reasonable steps to ensure that these companies do not breach the requirements of the Privacy Act 1988 (Cth) and other State and Territory legislation that may be
applicable.

In addition, when you use our website, information may be collected by analytics and advertising platforms - including Google (Google Analytics, Google Ads, Google Tag Manager), Meta, TikTok and Pinterest - which store and process data on servers located overseas, including in the United States. We take reasonable steps to ensure these providers handle your information in a manner consistent with the Privacy Act 1988 (Cth), including relying on the contractual and technical safeguards each provider has in place. You can find more detail on how each platform handles data in its own privacy policy.

Can you access your personal information we hold?

You may request access to the personal information we hold about you. You can also request that corrections be made to it. We will respond to your request within a reasonable time. There may be some circumstances where we are not required to give you access to or correct your personal information. We will normally give you a written notice setting out our reasons for not complying with your request and informing you of how you can complain about our refusal. There is no fee for requesting access to your personal information or for us to make corrections. However, we will charge a fee for our costs involved in collating and providing you with access to any personal information. That fee is payable before access is given.

What to do if you would like to make a complaint about a breach of the Australian Privacy Principles

If you have any concerns about how we handle your personal information or you wish to make a complaint on the basis that we have breached the Australian Privacy Principles prescribed by the Privacy Act 1988 (Cth), please contact us. If you would like to make a complaint, you will need to send us a written complaint (see details below). We will endeavour to respond to your complaint within a reasonable time after it is made.

How to contact us

Adora Fertility Sydney
Adora Fertility Brisbane
Adora Fertility Melbourne
Adora Fertility Perth

Further information

If you would like more information about privacy in general, please refer to the Office of the Australian Information Commissioner’s website.

Privacy Policy Last Updated: 07/08/2026
We may change this privacy policy from time to time. A current version of our privacy policy will be available at our centres and will commence from the date it is made available.

Download PDF version – Adora Fertility Privacy Policy