Privacy & cookies

The data controller is Ring Road Cars ehf., trading as Ring Road Cars (kennitala 620914-0100, VSK-nr. 141747), registered at Bogatröð 1, 262 Reykjanesbær, and operating from Keflavík, Iceland, established 2014. You can reach us at info@ringroadcars.is or +354 779 9499 for anything related to your privacy.

• Booking & quote inquiries. When you ask for a quote or contact us, we collect the details you give us — typically your name, email, phone number, travel dates, and which vehicle you are interested in. We use these to answer you and to arrange your rental. Legal basis: taking steps at your request to enter into a contract.
• Analytics & ads measurement. With your consent, we use Google Analytics 4 and Google Ads measurement to understand site traffic and whether visits came from our ads. Legal basis: your consent, which you can withdraw at any time (see §4).
• Technical logs. Like every website, our host keeps short-lived request logs (such as IP address and browser type) to keep the site secure and reliable. Legal basis: our legitimate interest in a safe, working website.
• Vehicle telematics (connected-car data).Our rental vehicles may be fitted with a GPS tracking device; a vehicle that is fitted carries a sticker saying that it is tracked. For those vehicles our telematics provider collects the vehicle's position, speed and acceleration, impact data (location, g-force and direction of impact), vehicle data, and the identifier of the device. We use it to detect and prevent loss or theft of the vehicle, locate a vehicle that is not returned on time, manage insurance and damage claims, identify unauthorized use (for example off-road driving or driving on a road the vehicle may not use), establish when and how damage occurred (including driving into rivers) and evidence the charges that follow, provide roadside and emergency assistance, and manage and service our cars — not as continuous marketing surveillance, and we do not sell it. Our telematics provider acts as our processor. Unless the data is needed for a claim, a dispute or a legal obligation, it is deleted no later than 90 days after it is recorded. Legal basis: our legitimate interest (Art. 6(1)(f)); we have carried out a legitimate-interests assessment and access is restricted to the purposes above. Because this relies on legitimate interest, you have the right to object under GDPR Art. 21 — email us and we will stop the processing unless we have compelling legitimate grounds or need it to establish or defend a legal claim. This is also set out in clause 49 of our rental terms.
• Rental documents (at pickup). When you collect a vehicle we check your driving license and a photo ID and record the authorized driver(s) on the agreement. Legal basis: performance of the rental contract and our legal obligations as a rental operator.
• Vehicle handover records. At pickup we photograph the vehicle and take a 360° video of it, record its condition in the Vehicle Condition Report you sign, and send you the photos and video; at return we may photograph or video the vehicle too, and give you a copy on request. We keep these photos and videos as damage evidence for up to 30 days after the return, then delete them — unless a damage claim or dispute is open, in which case we keep the records for that claim until it is settled (and never longer than the limitation period in §6). Legal basis: performance of contract and our legitimate interest in fair, accurate damage resolution.
• Accident and damage reports. If you report an incident through the form on our website, we collect what you enter — your contact details, the rental reference, what happened, the photos you attach, and any details of another driver or witnesses — and pass it to the motor insurer of our vehicles (Sjóvá-Almennar tryggingar hf.) and, where needed, the police or a repair workshop, to handle the claim. It is kept with the rental record while the claim is open and no longer than the limitation period in §6. Legal basis: performance of the rental contract and our legitimate interest in establishing, exercising or defending legal claims.
• Payment, fines, tolls & damage records. To take payment and settle any post-rental amounts, a payment credential is held by our PCI-compliant payment provider (we do not store full card numbers), together with records of any fuel, toll, parking, fine or damage charge and the evidence behind it. Legal basis: performance of contract and compliance with our legal and accounting obligations.

We do not collect special-category data, and we do not ask for your payment-card number through this website — card details are handled inside the secure booking flow, not stored by us in plain form.

For visitors in the EEA, the UK, and Iceland, we run Google Consent Mode v2 with everything denied by default. Analytics and ads storage stay switched off unless you actively allow them in the cookie window: “Accept all cookies”, or one category at a time under “Cookie settings”.

One thing to know about how Consent Mode works: the Google tag itself loads with the page, so even if you decline, it may send limited, cookieless signals to Google (such as the page address and the fact that consent was denied). No cookies are set, no analytics or advertising identifiers are stored, and declining keeps it that way.

Requesting a quote or making a booking does not depend on accepting cookies. Choose “Necessary only” under “Cookie settings” and the whole site still works.

You can change your mind at any time. The button below opens your cookie settings, where you can switch analytics and ads measurement on or off; switching one off also deletes its Google cookies from your browser. You can always clear cookies and site data in your browser settings too.

Withdrawing consent stops future analytics and ads-measurement collection; it does not affect anything that already happened lawfully while consent was given.

We do not sell your personal data. We share it only with the service providers we need to run the rental and the website, and with the other recipients below where our rental terms or the law require it:

• Our reservation system. Processes your booking and quote details so we can confirm and manage your rental.
• Google (Analytics & Ads). Only when you have consented to analytics / ads measurement.
• Our email provider. Sends you booking and inquiry emails (for example, a quote or confirmation).
• Our website host (Vercel). Serves the site and keeps the technical logs described above.
• Our telematics provider. Processes the connected-vehicle data described in §2 (position, speed, acceleration, impact data and vehicle data) so we can prevent theft, support claims, and detect prohibited use. Bound by a data-processing agreement.
• Our motor insurer, the police, toll and parking operators, and collection agents. Where needed for the purposes in our rental terms, we share booking, identity and license details with the motor insurer of our vehicles (Sjóvá-Almennar tryggingar hf.), the police, toll and parking operators, and the authority that issued a fine or charge or its collection agent — for example so that a fine, toll or parking charge is issued to you directly — and with a collection agent if an amount you owe under the rental agreement stays unpaid (rental terms, clauses 22 and 45).

Our service providers act as our processors under contracts that limit them to what we instruct; the insurer, the authorities and collection agents use the data for their own lawful purposes. We may also disclose data where the law requires it.

We keep personal data only as long as we need it, then delete or anonymize it. The periods we apply:

• Quote inquiries that don't become a booking: up to 12 months, then deleted.
• Booking, rental and accounting records: up to 7 years, to meet Icelandic bookkeeping and tax law (Act no. 145/1994), then deleted or anonymized.
• Vehicle handover videos and photos: deleted within 30 days of the rental end date, unless a damage claim or dispute is open — then kept only for that claim until it is settled, and no longer than the general Icelandic limitation period for claims (4 years, Act no. 150/2007). The signed Vehicle Condition Report and any Damage Liability Form form part of the rental record above.
• Vehicle telematics data: deleted no later than 90 days after it is recorded, unless it is needed for a claim, a dispute or a legal obligation — then kept only for that purpose, and no longer than the limitation period above.
• Analytics and ads-measurement data: per your consent and the retention Google applies; your cookie choice stays in your browser until you clear it.

Where the law requires a longer or shorter period, we follow the law.

Under the EU General Data Protection Regulation (GDPR) and Iceland's Data Protection Act No. 90/2018 you have the right to:

• access the personal data we hold about you;
• have inaccurate data corrected;
• have your data erased where there is no overriding reason to keep it;
• restrict or object to certain processing;
• receive your data in a portable format; and
• withdraw consent for analytics / ads at any time (see §4).

To exercise any of these, email info@ringroadcars.is. If you believe we have mishandled your data you can complain to the Icelandic Data Protection Authority, Persónuvernd (personuvernd.is).

We operate in Iceland, within the European Economic Area. Some of our providers (such as Google, Vercel, and our email provider) may process data outside the EEA. Where they do, the transfer is covered by appropriate safeguards such as the European Commission's Standard Contractual Clauses.

We may update this policy as our services or the law change. The date at the top shows when it was last revised; material changes will be reflected here.

Ring Road Cars ehf. (trading as Ring Road Cars) · kennitala 620914-0100 · VSK-nr. 141747 · Bogatröð 1, 262 Reykjanesbær, Iceland
info@ringroadcars.is · +354 779 9499