Privacy Notice

1. How we use your personal information

Authentic World Ltd is committed to maintaining the trust and confidence of visitors to our website. This privacy notice is to let you know how we promise to look after your personal information. This includes what you tell us about yourself, what we record by having you as a user of our safeMedicate system, and the choices you make about any marketing you want us to send you. This notice explains how we do this and tells you about your privacy rights and how the law protects you.

Data Protection law

The General Data Protection Regulations (GDPR) came into force on 25 May 2018. This notice sets out most of your rights under the new laws.

How the law protects you

Law protects your privacy and this section explains how that works.

Data Protection law says that we are allowed to use your personal information only if we have a proper reason to do so. This includes sharing it outside of Authentic World Ltd. The law says we must have one or more of these reasons:

A legitimate interest is when we have a business or commercial reason to use your personal information. If we rely on our legitimate interest, we will tell you what that is.

2. Types of data we collect

This section tells you about the types of data and sort of information we collect through our main websites at and (“our websites”) and through our safeMedicate online learning and assessment environment (“safeMedicate”).

Google Analytics

When someone visits our websites we use a third party service called Google Analytics to collect standard internet log information and details of visitor behaviour patterns. We do this to find out things such as the number of visitors to the various parts of our site, how they find our site and where they come from. We use this information to better understand our visitors and how they use our site and to make improvements to our site. This information is only processed in a way that does not identify anyone. We do not make, and do not authorise Google to make, any attempt to find out the identities of those visiting our websites.

For more information on how Google manages your data please read Google’s Privacy Policy.

Mailing Lists

If when visiting our websites you choose to subscribe to our bi-monthly e-newsletter or to access our safeMedicate Interactive Demonstration (SID), as part of the registration process we collect personal information such as your name, email address and type of organisation in which you work. We use that information for a few different reasons:

We use a third-party provider called MailChimp to record the contact information that you provide to us and to deliver our e-newsletter and any follow-up emails. We gather statistics around email opening and clicks using industry-standard technologies to help us monitor and improve our e-newsletter and marketing activities.

As a registered user of safeMedicate, if you have given us permission to contact you via email, we may write to you near the time of your licence expiration to make you aware of opportunities for continued access to our modules. We send these emails via Mailchimp who gathers and provides us with statistics around email opening and clicks using industry-standard technologies.

For more information on how Mailchimp manages your data, please see Mailchimp’s Privacy Policy.

You can unsubscribe from our mailings at any time of the day or night by clicking the unsubscribe link in our e-newsletters or by following the unsubscribe instructions at the bottom of any of our general emails.

We promise never to rent or trade email lists with other organisations and businesses.

Customer Contact Data

If you contact us as a representative/employee of an organisation (e.g., higher education institution or healthcare system) that is a potential or existing user of safeMedicate, we record any contact information you provide to us in our customer relationship management system (CRM). Our CRM services are supplied by a third-party provider called Copper.

We use Copper to better manage our relationship with you and the needs of the organisation that you work for. This might include:

For more information on how Copper manages your data, please see Copper’s Privacy Policy.

Product Purchase Data

When you purchase a safeMedicate account/licence through the online safeMedicate Store, we store your name, email address, product choice and chosen password in our safeMedicate system. If you are student studying at a higher education institution that has instructed you to purchase from our Student Store, we additionally record the name of your higher education institution and information relating to the course you are studying.

We use a third-party provider called PayPal to process all online purchases made through our safeMedicate Store. On successful receipt of your payment, PayPal informs us of your payment and transaction and we record your Transaction ID in our system in conjunction with the other purchase information we have collected directly from you. We do not store your credit card or PayPal account information. We use your product purchase data to validate your payment and to generate your safeMedicate account.

For more information on how PayPal manages your data please visit PayPal’s Privacy Policy.

We also use your product purchase data for our internal accounting purposes. We use a third-party service called FreeAgent to manage our accounts and PayPal communicates your Paypal transaction data directly to FreeAgent via a secure data feed. That data will include your name, the item you have purchased and the price you have paid.

For more information on how FreeAgent manages your data please visit FreeAgent's Privacy Policy.

safeMedicate Registration and Usage Data

As a user of safeMedicate, we request that you provide us with certain personal data such as your name and email address as part of the account registration process. In some instances, typically if you are a student associated with a higher education institution or a staff member of a healthcare organisation who is being provided with a safeMedicate account as a component of your studies or workplace learning, we will receive that information directly from that organisation on your behalf.

As you use safeMedicate, data is collected on your engagement and performance within the system throughout the duration of your account/licence period. This includes login statistics, your progress through our learning modules and the results of any practice or scheduled assessments you have taken. That data is visible to you via your Personal Record within safeMedicate.

If you are associated with a higher education institution or healthcare system as described above, your safeMedicate usage data is also shared with authorised staff within that organisation. Typically these are staff members who support the local management of safeMedicate and who will use that data to monitor your progress and to provide you with learning support. Your assessment results may be transferred into systems managed by those organisations for the purposes of maintaining your student or staff records.

We sometimes use your assessment results to help us evaluate and improve safeMedicate assessment question items. When we do this, we will always use anonymised data meaning that information is only processed in a way that does not identify anyone.

Each time you log in to safeMedicate we also collect information that tells us which operating system and web browser you are using. This information is used to help us resolve any technical issues that you may experience, typically in conjunction with any support requests you make as described in the next section.

Support Request Data

From time to time you may find it necessary to request support from our safeMedicate Customer Support team. Support requests are made online and if we are unable to help you via our automated systems we may ask you for your name and email address along with a description of your problem. Your support request and safeMedicate usage data is available to our Customer Support team in order to provide you with assistance to help resolve your problem.

We use a third-party service provider called Zendesk to manage our customer support services and Zendesk provides us with support statistics to help us improve our services to you.

For more information on how ZenDesk manages your data please visit Zendesk's Privacy Policy.

Website Cookies

safeMedicate uses a number of functional cookies that are necessary to ensure you get the best user experience on our site. We also use cookies to help us analyse our website traffic using Google Analytics and this is explained more in section 2 of this notice. We do not use any cookies that are used for marketing purposes.

With the release of HTML5 we also use a function called Local Storage. Local Storage is more secure than cookies and enables us to store data locally in your browser without affecting our website performance or your browsing experience.

We use Local Storage to backup your assessment data during assessments that have been scheduled for you by your higher education institution or healthcare organisation. In the event of a computer or browser crash, safeMedicate can retrieve your assessment progress from the data saved in Local Storage.

If you wish to disable Local Storage then please check your browser’s help or preferences pages for information on how to do this. Please be aware though that by disabling this functionality, you will not be able to backup or retrieve assessment progress data in the event of a computer or system crash, or network or power failure.

Service Review Data

If you have given us permission to contact you via email as a user of safeMedicate, we may from time to time invite you to leave us feedback on your experience of using our learning and assessment environments and our services in general. We welcome and appreciate your help with this important aspect of our quality assurance processes.

We use a third party service provider called Trustpilot to collect your feedback and on first using that platform Trustpilot will ask that you enter your contact data to create a personal account for you.

For more information on how Trustpilot manages your data please visit Trustpilot’s Privacy Policy.

3. Access to your personal information

You are entitled to view, amend, or delete the personal information that we hold. Personal data within safeMedicate is accessible via the Account Settings menu option and we provide you with the facility to edit directly and update that data if it is incorrect or has changed. Because of the nature of the engagement and performance data we hold on you in relation to your higher education studies or workplace learning, we do not provide you with the facility to delete directly that data.

If you have any queries or concerns about the personal data we hold or wish to request that your data be deleted then you can email us at [email protected].

4. Who we are

Authentic World Ltd is a UK-based limited company.

You can find out more about us at

If you have any questions, or want more details about how we use your personal information, you can ask us using our secure online contact form.

Authentic World Ltd is registered with the Information Commissioners Office (ICO) and our Registration Number is ZA225478. Our Data Protection Registry entry can be accessed directly here.

Partner Organisations

safeMedicate is used internationally and we rely upon a number of partner organisations to help us provide our services in certain countries outside of the UK. Those organisations help us collect and process your personal information in similar ways to those that we have set out above in this Privacy Notice.

Our partner organisations include:

5. Changes to this Privacy Notice

This Privacy Notice was reviewed on the date shown below. We will also review and update this notice in line with GDPR legislation and with changes that we make to our websites or to safeMedicate that will impact upon how we collect and manage your personal information. Outside of these reasons, this Privacy Notice will be reviewed annually.

17th January 2023