1. Who We Are
RoadRescue UK Ltd provides 24-hour breakdown recovery, vehicle towing, and roadside assistance across all 33 London boroughs and the M25 corridor. We are the data controller responsible for all personal information collected through this website, our phone lines, and our WhatsApp channel.
If you have any questions about how we handle your data, or want to exercise any right described in this policy, you can reach our team directly:
We are registered with the Information Commissioner's Office (ICO) under the UK Data Protection Act 2018. Our ICO registration number is available on request.
2. What Personal Information We Collect
We only collect information that is genuinely necessary to get you back on the road safely. Here is a transparent breakdown of exactly what we collect and where it comes from.
Information You Give Us Directly
- Your name — so we know who to look for at the breakdown scene
- Mobile or phone number — to confirm your location, give ETAs, and update you on driver arrival
- Breakdown location — street, postcode, or nearby landmark so we can dispatch the nearest driver quickly
- Vehicle registration number — required for safe and legal recovery operations
- Vehicle type and fault description — so we send the right equipment (flatbed, jump leads, tyre van, etc.)
- Email address — only when you request an invoice, quote, or sign up for service updates
- Payment details — processed securely by our PCI-DSS-compliant provider. We never store your full card number on our systems
Information Collected Automatically via Our Website
- IP address — used for fraud prevention and server security logging
- Browser type and device information — to ensure the website displays correctly across all devices
- Pages visited and session duration — via Google Analytics (anonymised)
- Referral source — how you found us (Google search, Google Ads, direct URL, etc.)
- Cookie identifiers — see Section 4 below for our full Google Ads and cookies disclosure
3. Why We Collect It & Our Legal Basis
Under UK GDPR, every piece of data we hold must have a lawful basis. We do not collect data speculatively. Below is our honest breakdown of purposes and the legal grounds we rely on.
What does "legitimate interests" mean? It means we have a genuine business reason to process your data that does not override your own rights — for example, keeping call logs to resolve billing disputes. It is proportionate and something you would reasonably expect from a recovery service.
- Providing your breakdown service — dispatching a driver and completing the recovery job. Legal basis: Performance of a contract.
- Sending your invoice or receipt — via email or SMS after your service. Legal basis: Contractual obligation.
- Improving our response times — analysing anonymised data to position drivers more efficiently across London. Legal basis: Legitimate interests.
- Fraud prevention and security — IP logging, payment verification, and call recording. Legal basis: Legitimate interests / Legal obligation.
- Marketing communications — service reminders or promotional offers, only if you opt in. Legal basis: Consent. You can withdraw at any time.
- Legal compliance — HMRC records, insurance claims, and police requests where legally required. Legal basis: Legal obligation.
4. Google Ads, Analytics & Cookies
We run Google Ads campaigns to help people in UK find our breakdown recovery service quickly when they need it most. To run these campaigns and measure how they perform, we use several Google tools. We want to be completely transparent about how each one works on this website.
What is a cookie? A cookie is a small text file stored on your device when you visit a website. Some cookies are essential for the site to work. Others help us understand visitor behaviour and show you relevant ads on other sites you visit after leaving ours.
Google Tools We Use on This Website
- Google Analytics 4 (GA4) — tracks anonymous visitor data including pages viewed, session length, device type, and region. Helps us understand which content is most useful. Uses pseudonymous first-party cookies.
- Google Ads Conversion Tracking — records when someone clicks one of our ads and then calls us or fills in a form. This tells us which ads are effective so we invest budget wisely. Conversion cookie window: 30 days.
- Google Ads Remarketing — if you visited our site but did not contact us, you may see our ads again on Google partner websites. This uses anonymised cookie IDs — we cannot personally identify you through this process.
- Google Tag Manager (GTM) — manages all our tracking scripts in one place, including the Analytics and Ads tags above. GTM itself does not collect personal data.
- Google reCAPTCHA — used on web forms to prevent automated spam. Analyses device signals and shares a risk score with Google, subject to Google's own privacy policy.
Full Cookie List — RoadRescue Website
- _ga, _ga_XXXXXXXX — Google Analytics. Expires 2 years. Distinguishes unique users and sessions.
- _gcl_aw, _gcl_dc — Google Ads click attribution. Expires 90 days. Records which ad click led to your visit.
- _gid — Google Analytics. Expires 24 hours. Distinguishes users within a single day.
- IDE, DSID — Google DoubleClick remarketing. Expires 13 months. Shows relevant ads across the web.
- NID, 1P_JAR — Google preferences. Expires 6 months. Stores user preferences for search and ads.
- RoadRescue_consent — Our own consent record. Expires 12 months. Stores your cookie preference choice.
When you first visit our website, you will see a cookie consent banner. You can accept all, accept essential cookies only, or customise your preferences. You can also opt out of Google advertising tracking at adssettings.google.com or via the Google Analytics Opt-out Browser Add-on.
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5. How We Share Your Information
We do not sell your personal data to anyone, ever. We do not share your information with data brokers, insurance lead generators, or marketing agencies without your explicit consent. The only situations in which we share your data are the following.
- Our recovery drivers and subcontractors — the assigned driver receives your first name, phone number, vehicle registration, and breakdown location only. Nothing more.
- Payment processors — your payment details are handled by our PCI-DSS-compliant provider. We receive only a transaction confirmation.
- Google LLC — as described in Section 4 above, via Analytics and Ads tools, under a signed data processing agreement.
- SMS and WhatsApp notification provider — your phone number is passed securely to send you driver arrival updates.
- Insurers and legal parties — only where you have been involved in an accident and we are legally required to cooperate with an investigation.
- HMRC and regulatory bodies — only where we have a legal obligation to report financial transactions or comply with an official inquiry.
All third-party processors are bound by written data processing agreements requiring them to maintain the same level of data protection we apply.
6. How Long We Keep Your Data
We apply strict data minimisation. We never hold your personal information for longer than is genuinely necessary for the purpose it was collected.
Data Retention Schedule
- Job and service records (name, vehicle, location, service type) — 6 years for legal and insurance dispute purposes
- Payment transaction records — 7 years per HMRC financial record-keeping requirements
- Call recordings — 90 days, then permanently deleted unless a dispute is ongoing
- Website enquiries and email correspondence — 2 years from last contact
- Marketing consent records — active consent period plus 3 years after you unsubscribe, to evidence compliance
- Google Analytics data — anonymised automatically by Google after 14 months per our account settings
7. Your Rights Under UK GDPR
UK GDPR gives you a strong set of rights over your personal data. We take these seriously and will respond to every valid request within 30 days, completely free of charge.
- Right of Access — request a copy of all personal data we hold about you (a Subject Access Request)
- Right to Rectification — ask us to correct any inaccurate or incomplete information without delay
- Right to Erasure — ask us to delete your data when we no longer have a legal reason to retain it
- Right to Restrict Processing — pause processing while a dispute or accuracy query is being resolved
- Right to Data Portability — receive your data in a structured, machine-readable format such as CSV
- Right to Object — object to direct marketing at any time; we will stop immediately with no questions asked
- Right to Withdraw Consent — withdraw marketing consent at any time by emailing us or clicking unsubscribe in any message
- Right to Complain — contact the ICO at ico.org.uk or call 0303 123 1113
To exercise any of these rights, email us at
help@breakdownrecoverynear.co.uk with the subject line
"Data Rights Request." We may need to verify your identity first. We will acknowledge every request within 5 working days.
8. Children's Privacy
Our breakdown recovery service is intended for adults aged 18 and over who are vehicle owners, drivers, or passengers requiring emergency roadside assistance. We do not knowingly collect personal data from children under 13. If you are a parent or guardian and believe your child has provided us with information, please contact help@breakdownrecoverynear.co.uk and we will delete it promptly.
9. Changes to This Policy
We review this policy at least once a year and whenever there is a significant change to how we process data or to UK data protection law. When we make a material update, we change the Last Updated date at the top of this page. For major changes affecting your rights, we will also notify customers who have provided email addresses with a brief summary of what has changed.
Your continued use of our website or services after an update constitutes acceptance of the revised terms. If you do not agree, please stop using our services and contact us to request deletion of your personal data.
Governing Law: This Privacy Policy is governed by the laws of England and Wales. Any disputes are subject to the jurisdiction of the English courts, unless you prefer to use the ICO's alternative dispute resolution process as a consumer.
© 2026 RoadRescue UK Ltd · Privacy Policy v2.1 · Last Reviewed: 1 May 2026 · Registered in England & Wales