Privacy Policy (GDPR)

Our company is active in the field of renting and leasing cars and related products using the Reykjavik Cars brand (

For the purposes of the present, our company will be called ‘Reykjavik Cars’ and our website will be referred to as the ‘Site’. This privacy policy describes our policies regarding the collection, use and disclosure of Personal Information when using the Reykjavik Cars website. It also describes how you use, share and protect your personal information, your choices about your personal information, and how you can contact us.


The public limited company under the name ‘Scandinavian Travel Services EHF’ is responsible for the processing of your personal data, which will only be used for the purposes you have consented to.

Your data processors are located within the EU and are bound by Regulation 2016/679 (GDPR) and their contract with us, ensuring that data security and processing is according to the consensus you provide. Reykjavik Cars has taken all necessary technical and organizational measures to ensure that your data is secure and accessible in accordance with the law.

The personal data we are referring to includes:

  • Contact details, including name, email, phone number, postal address and billing address.
  • Personal information, including city and birthdate.
  • Marketing and cookie preferences.

When interacting with our website, some data is automatically collected by your device or web browser. More information on these practices can be found in the ‘Cookies and Pixel Tags’ section of this privacy policy.

This data includes Cookies, IP addresses, referrer headers, web browser identification and publishing data, as well as web beacons and tags.


We use your personal information for the following purposes:

  • To provide information about the website and the services you request.
  • When using the Site, we use your personal information to provide you with the product or service you have requested. For example, if you purchase one of our services or engage in a promotional action, we will use the provided contact information to contact you about it. In regard to our Customer Service Department, we will use your payment or contact information to help solve any problem you may have or answer your questions.
  • For sharing information about our products, services and events, as well as other promotional purposes.
  • When you provide your consent, we will send you promotional communications and news about Reykjavik Cars’ products, services and promotions. You can opt out of these communications at any time.
  • If you are already a Reykjavik Cars customer (for example, if you have already purchased a service from us), we may use your contact information to send you marketing updates about similar Reykjavik Cars products or services when permitted by the applicable law (unless you have already opted out).

    We may also use your information, as well as information from other Reykjavik Cars products or services - such as collected cookie data, your visits or purchases made on our website - to send you more personalized communications that include products and services that may be of interest to you.

  • To operate, improve and maintain our business, products and services.
  • To improve our business activities. For example, when you make a purchase, we use this information for accounting, auditing and other internal operations. We use personal information about how you use our products and services to improve your user experience by identifying technical and service issues and better managing the Site.
  • For the protection of our rights, property or security and that of third parties.
  • We may also use personal information regarding how you use our Site to prevent or detect fraud or misuse, as well as the violation of our Terms of Use, in order to guarantee compliance with court decisions, state requests or current legislation.
  • For general research and analysis purposes.
  • We use data on how users interact with our website and services to better understand consumer behavior and preferences. For example, we may use information on how Reykjavik Cars visitors search for and find products and services in order to improve the way we organize and present them.
  • Other purposes. Should we wish to use your personal information for other purposes, we will provide special alerts when we collect the data and request your consent wherever and whenever necessary.


Reykjavik Cars shares your personal data with:

  • Third-party service providers processing personal data on behalf of Reykjavik Cars, transfers and deliveries, hosting, managing and maintaining our data, email and SMS distribution, research and analysis, Reykjavik promotional management, and management of certain services and assets. When using third party service providers, we make agreements that oblige them to implement appropriate technical and organizational measures to protect your personal data.
  • Other third parties, for the following purposes: (I) Compliance with a state request, court order or applicable law, (II) Preventing the illicit use of our Site or violations of the Terms of Use of the Site (III) our own protection against third party claims, and (IV) helping to prevent or investigate cases of fraud (eg. counterfeiting).
  • We may also transfer your personal data in the event of a sale or transfer of all or part of our business or assets (such as a reorganization, transfer, spin-off, dissolution or liquidation).


Encryption & Security

We use a variety of technical and organizational security measures, including encryption and authentication tools, to keep your personal data safe.

International data transfer

The personal data we collect (or process) within our Site will be stored in the USA. Some of the recipients of the data with which Reykjavik Cars shares your personal data may be located in countries other than the one in which your original personal data was collected.

Personal data storage

We keep your personal data as needed to fulfill the purposes set forth in this privacy policy (unless a longer retention period is required by applicable law). Generally, this means that we will keep your personal data for ten (10) years. In terms of personal data regarding product purchases, we store this data for a longer period in order to comply with our legal obligations (such as tax and commercial law, as well as for warranty purposes).


You have the right to request the following: (I) access to your personal data, (II) an electronic copy of your personal data (portability), (III) correction of your personal data if it is incomplete or inaccurate, or (IV) of your personal data in certain circumstances provided for by the applicable law. These permissions are not absolute as they may be limited by tax legislation, among other possible reasons. In the event that we have obtained your consent to the processing of your personal data, you have the right to withdraw it at any time.

Should you want to request a copy of your personal data or exercise any of your other rights, please contact us at

Choosing not to receive Marketing Communications

You can choose not to receive marketing communications by asking to be deleted from the mailing list according to our guidelines. To get in touch with us, please contact us at


Reykjavik Cars collects information which may include personal data from the web browser you use when using our Site. We use a variety of methods, such as cookies and pixel tags, to collect this information, which may include (I) your IP address, (II) your unique cookie ID (including information about your cookies), (III) unique device ID and device type, (IV) domain, browser type and language, (V) operating system and system settings, (VI) country and zone information, (VII) past visits to our Site, (VIII) information about your interaction with our Site, such as number of clicks, purchases and stated preferences, and finally, (IX) access times and URLs.

We use cookies to monitor our customers’ usage of our Site and to understand their preferences. This allows us to provide optimal service to our customers and to improve their online experience. We also use cookies to get aggregated data about traffic and website interaction, track trends and obtain statistics with the sole purpose of improving our Site.


If you interact with Reykjavik Cars through third-party social media platforms, the data remaining there is governed by the policies in place on these platforms.

Our Site may provide links to other websites (third parties) for your own convenience or information. Linked sites have their own privacy alerts or privacy policies, which we strongly recommend reading. In those cases where we do not own or control the linked websites, we are not responsible for their content, for any usage given to these websites or for their privacy practices.


Current legislation and practices change over time. If we decide to update our privacy policy, we will post the changes on our Site. If we make substantial changes to the way we handle your personal data, we will send you a prior notification or, when required by law, ask for your consent to these changes. We strongly recommend that you read our privacy policy in order to stay informed about our practices. This privacy policy was last modified in March 2023.