Last updated: 22 May 2026
ARS Prestige ("we", "us", "our") is committed to protecting your privacy and personal data. This Privacy Policy explains how we collect, use, store, and share your information when you use our services or interact with our website.
We are the data controller for the purposes of the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. Our registered address is 6th Floor, First Central 200, 2 Lakeside Drive, Park Royal, London, NW10 7FQ.
1. What Data We Collect
We may collect and process the following categories of personal data:
Information You Provide
- Full name, date of birth, and contact details (email address, telephone number, postal address)
- Driving licence details, including licence number, date of issue, and endorsements
- Passport or identity document details (for international clients)
- Payment information, including credit/debit card details and bank account information
- Booking preferences, vehicle preferences, and special requests
- Correspondence and communications with our team
Information We Collect Automatically
- IP address, browser type, and device information when you visit our website
- Pages visited, time spent on pages, and navigation patterns
- Referral source and search terms used to find our website
- Vehicle telemetry data during the hire period, including GPS location, mileage, and speed (where applicable)
Information from Third Parties
- Credit reference and identity verification data from authorised providers
- Driving record information from the DVLA (with your consent)
- Information from insurance providers in connection with claims
2. How We Use Your Data
We use your personal data for the following purposes:
- To process and manage your vehicle hire booking
- To verify your identity and driving credentials
- To process payments and manage security deposits
- To provide customer support and respond to enquiries
- To administer insurance policies and process claims
- To comply with legal and regulatory obligations, including road traffic laws
- To manage fines, penalties, and congestion charges incurred during the hire period
- To improve our services, website, and customer experience
- To send you marketing communications about our services and offers (only with your consent)
- To prevent fraud and protect the security of our vehicles and business
3. Legal Basis for Processing
We process your personal data on the following lawful bases under the UK GDPR:
- Performance of a contract: Processing necessary to fulfil our rental agreement with you, including booking management, payment processing, and vehicle provision
- Legitimate interests: Processing necessary for our legitimate business interests, including fraud prevention, vehicle security, service improvement, and debt recovery, provided these interests are not overridden by your rights
- Legal obligation: Processing necessary to comply with our legal obligations, such as responding to law enforcement requests, managing road traffic offences, and meeting financial reporting requirements
- Consent: Where we send you marketing communications or use non-essential cookies, we rely on your explicit consent, which you may withdraw at any time
4. Data Sharing
We may share your personal data with the following categories of recipients:
- Insurance providers: To arrange and administer insurance cover for your hire
- Payment processors: To securely process card payments and refunds
- Law enforcement and regulatory authorities: Where required by law or in connection with traffic offences, fines, or legal proceedings
- DVLA: To verify driving licence details and endorsements
- Credit reference agencies: To conduct identity and creditworthiness checks
- Debt recovery agents: In the event of unpaid charges or outstanding debts
- Professional advisors: Including solicitors and accountants, where necessary
- IT service providers: Who assist with website hosting, data storage, and system maintenance
We do not sell your personal data to third parties. We only share data where it is necessary for the purposes described above, and we ensure appropriate safeguards are in place.
5. Data Retention
We retain your personal data only for as long as necessary to fulfil the purposes for which it was collected:
- Booking and rental records: 7 years from the end of the hire period (for legal, tax, and insurance purposes)
- Payment records: 7 years from the date of the transaction
- Identity and driving licence copies: 3 years from the end of the hire period
- Marketing consent records: Until you withdraw consent or 3 years from your last interaction, whichever is sooner
- Website analytics data: 26 months from collection
- Correspondence and complaints: 3 years from resolution
When data is no longer required, it will be securely deleted or anonymised.
6. Your Rights
Under the UK GDPR, you have the following rights in relation to your personal data:
- Right of access: You have the right to request a copy of the personal data we hold about you
- Right to rectification: You have the right to request correction of any inaccurate or incomplete personal data
- Right to erasure: You have the right to request deletion of your personal data in certain circumstances
- Right to restrict processing: You have the right to request that we limit how we use your data in certain circumstances
- Right to data portability: You have the right to receive your personal data in a structured, commonly used, machine-readable format
- Right to object: You have the right to object to processing based on legitimate interests or for direct marketing purposes
- Right to withdraw consent: Where processing is based on consent, you may withdraw it at any time without affecting the lawfulness of processing carried out prior to withdrawal
To exercise any of these rights, please contact us using the details provided in Section 8 below. We will respond to your request within one month of receipt. In complex cases, this period may be extended by a further two months, and we will inform you accordingly.
You also have the right to lodge a complaint with the Information Commissioner's Office (ICO) if you believe your data protection rights have been infringed. The ICO can be contacted at ico.org.uk.
7. Cookies
Our website uses cookies and similar technologies to enhance your browsing experience, analyse website traffic, and understand how visitors interact with our site.
Essential Cookies
These cookies are necessary for the website to function correctly and cannot be disabled. They include cookies that manage session state, security, and basic functionality.
Analytics Cookies
We use analytics cookies (such as Google Analytics) to collect anonymised information about how visitors use our website. This helps us improve the site and understand user behaviour. These cookies are only set with your consent.
Marketing Cookies
With your consent, we may use marketing cookies to deliver relevant advertisements and track the effectiveness of our marketing campaigns across platforms.
You can manage your cookie preferences through your browser settings or through our cookie consent mechanism when you first visit our website. Disabling non-essential cookies will not affect the core functionality of the site.
8. Contact for Data Requests
If you have any questions about this Privacy Policy, wish to exercise your data protection rights, or have concerns about how your personal data is being processed, please contact us:
- Email: Info@arsprestige.com
- Telephone: 020 4542 3064
- Post: Data Protection, ARS Prestige, 6th Floor, First Central 200, 2 Lakeside Drive, Park Royal, London, NW10 7FQ
We aim to respond to all data protection enquiries within 48 hours and will resolve formal requests within the statutory timeframes.
9. Changes to This Policy
We may update this Privacy Policy from time to time to reflect changes in our practices, legal requirements, or industry standards. Any material changes will be posted on this page with an updated "Last updated" date. We encourage you to review this page periodically.
Where significant changes are made that affect how we process your data, we will take reasonable steps to notify you directly, such as by email or through a prominent notice on our website.