Terms of use

1. Who we are

Ruu Choice is operated by Ruu Choice Ltd, a company registered in England and Wales (company number 17190774). References to “we”, “us” and “Ruu” mean Ruu Choice Ltd.

2. What Ruu Choice is – and is not

Ruu Choice is a marketplace. We help you find registered pharmacies and dental practices, compare their prices and book an appointment with them. We are not a healthcare provider.

• We do not provide medical advice or assess your suitability for treatment.
• We do not supply, dispense or sell medicines.
• All clinical decisions – including whether a treatment is appropriate for you – are made by the registered clinician at your appointment, who may decline to proceed.
• Your contract for the treatment itself is with the provider, not with Ruu Choice.

If you need urgent medical help, contact NHS 111 or call 999. Do not use Ruu Choice for emergencies.

3. Provider verification

Before a listing goes live we check the practice’s registration against the relevant regulator – the General Pharmaceutical Council (GPhC) for pharmacies and the General Dental Council (GDC) for dental practices. Verification confirms registration status at the time we checked it. It is not an endorsement of the quality of care, and it does not make us responsible for the treatment provided.

4. Your account

You need an account to book. You must be 18 or over, give accurate information, and keep your login details secure. You are responsible for activity on your account. Tell us immediately if you think someone else has access to it.

5. Booking and payment

• Every bookable service shows a fixed price set by the provider, together with what is included. A service without a price cannot be published.
• Some treatments that run over several appointments show a “from” price for guidance. The actual figure is fixed in the treatment plan you accept before anything is charged.
• Where online payment is available, you pay the full price when you book. Ruu holds that payment and releases the provider’s share once your appointment is completed.
• Booking creates a request. If the provider cannot accept it, your booking is declined and you are refunded in full automatically.
• Ruu charges the provider a commission on completed bookings. You never pay more than the advertised price because of our commission.

6. Cancellations and refunds

You may cancel free of charge up to the cancellation window shown on your booking (24 hours before your appointment unless the provider states otherwise). Cancel within that window and you are refunded in full, automatically, to your original payment method. Refunds usually reach your account within 5–10 working days.

• Provider declines or cancels: you are refunded in full, whenever it happens.
• You cancel inside the free window: refunded in full.
• You cancel after the free window, or do not attend: the provider may retain some or all of the fee to cover the reserved appointment. Contact the provider first; if you cannot agree, raise a dispute with us and we will review it.
• The clinician decides treatment is not suitable for you: you are refunded for any treatment not provided. A consultation or assessment fee may still apply where that assessment took place – this is set out on the provider’s listing.

Nothing here affects your statutory rights, including your rights under the Consumer Rights Act 2015.

7. Provider commission and rate changes

Practices pay Ruu Choice a commission on completed bookings. There is no subscription and no listing fee, and nothing is charged when a booking does not go ahead. Patients never pay more than the advertised price because of our commission.

• Founding practices: the rates, floors and caps agreed at sign–up are held for 24 months from go–live.
• After that, and for later joiners: we may change rates at most once in any twelve months, on 30 days’ written notice.
• A change applies only to bookings made after its effective date. Bookings already taken keep the rate they were charged at, and an accepted treatment plan keeps the rate that applied when the patient accepted it.
• A practice may leave on 30 days’ notice at any time, with no exit fee.

8. Reviews

Only patients with a completed booking can leave a review, and every review is moderated before publication. Providers may publish a single public response. We remove reviews only on the published grounds in our review policy. A practice cannot have a review removed for being negative.

9. Acceptable use

• Do not use Ruu Choice unlawfully, or to book on someone else’s behalf without their consent.
• Do not scrape, copy or resell listings, prices or reviews.
• Do not attempt to interfere with the security or availability of the service.

10. Our liability

We are responsible for running the marketplace properly. We are not liable for the treatment you receive, for a provider’s acts or omissions, or for a provider cancelling. We do not exclude or limit our liability for death or personal injury caused by our negligence, for fraud, or for anything else that cannot lawfully be excluded. Subject to that, our total liability to you in connection with a booking is limited to the amount you paid through Ruu Choice for that booking.

11. Suspension and closure

We may suspend or close an account that breaches these terms, and we may remove a provider listing at any time – for example if their regulator registration lapses. You can close your account at any time from your account settings.

12. Changes

We may update these terms. If a change materially affects you we will tell you before it takes effect. The version that applies to a booking is the one published when you made it.

13. Law and complaints

These terms are governed by the law of England and Wales, and the courts of England and Wales have exclusive jurisdiction. If something goes wrong, contact us first at support@ruuchoice.com – we aim to respond within 5 working days.

See also our privacy policy and cookie policy.