Privacy Policy

At Lava Car Rental, we are committed to protecting your privacy and personal information. This Privacy Policy explains how we collect, use, store and disclose personal information when you visit our website, make a reservation, rent or drive one of our vehicles, communicate with us or otherwise use our services.

We may collect personal information that you provide when you make a reservation, complete online check-in, rent a vehicle, contact us for assistance or otherwise use our services.

This information may include:

• your name, address, email address and telephone number;
• date of birth, nationality and country of residence;
• driving licence and identification information;
• reservation, rental, vehicle, flight and additional-driver information;
• payment, invoice, refund and transaction information;
• information relating to accidents, damage, fines, complaints and insurance claims;
• emails, messages and other communications with Lava Car Rental; and
• marketing preferences and survey responses.

We may also collect technical information when you use our website, such as your IP address, browser type, device type, operating system, pages visited and information collected through cookies and similar technologies.

Vehicle Tracking

Lava Car Rental vehicles may be equipped with tracking devices provided by Traffitech. Depending on the vehicle and device, tracking information may include the vehicle’s location, speed, movements, impact details, device ID and device status.

This information may be used to:

• prevent theft and recover stolen or overdue vehicles;
• assist with accidents and insurance claims;
• identify unauthorised use or breaches of the Rental Agreement;
• ensure safety and public welfare; and
• manage and locate vehicles within our fleet.

CCTV

CCTV cameras operate in certain areas at Lava Car Rental premises for safety, security, theft prevention and incident investigation. Recordings may capture customers, visitors, employees and vehicles.

CCTV monitoring is indicated by signs at the relevant premises.

Telephone Calls and Communications

Telephone calls with Lava Car Rental may be recorded for customer service, quality assurance, training, safety, documentation and dispute-resolution purposes. Callers will be informed when a call is being recorded.

When you contact us by email, contact form, messaging service or social media, we may retain your contact details, the content of the communication, attachments and relevant booking or rental information.

We collect personal information that identifies you, such as your name, email address and driving licence information. We may also collect other information that does not directly identify you, such as your country of residence, travel preferences and website usage information.

We use personal information to:

• process and manage reservations and rentals;
• verify drivers and provide rental services;
• take payments and issue refunds;
• communicate important booking and rental information;
• provide customer service and roadside assistance;
• investigate accidents, damage, complaints and insurance claims;
• manage traffic fines, parking charges and official enquiries;
• prevent fraud, theft and unauthorised vehicle use;
• protect our customers, employees, vehicles and premises;
• improve our services, website and customer experience;
• meet legal, accounting, tax and insurance obligations; and
• send marketing communications where permitted.

We process personal information where necessary to perform the Rental Agreement, comply with legal obligations, protect our legitimate business interests or where you have provided consent.

We may share personal information with third-party service providers that assist us in providing our services, including payment processors, booking platforms, Traffitech, roadside assistance providers, repair workshops, insurers, telephone and IT providers.

We may also share information with police, courts, tax authorities, road authorities or other public authorities where required by law or where necessary to protect our rights, property, customers, employees or the public.

In some instances, we may ask for additional demographic information, such as age, gender, country of residence or travel habits. Where possible, this information is used in an aggregated or anonymised form to understand our customers and improve our services.

Cookies are small text files or similar technologies stored on or accessed from your device when you visit a website. They may be used to operate the website, remember your preferences, analyse website performance and support advertising.

Our website uses necessary, analytical and marketing cookies. Non-essential analytical and marketing cookies will only be used with your consent. You can accept, reject or adjust your cookie preferences at any time by clicking on “Cookie Settings” in the cookie banner.

Rejecting non-essential cookies will not prevent you from using the essential functions of our website, although some optional features may be limited.

Third-Party Cookies

We use third-party service providers for website analytics, advertising and other online services. These providers may place or access cookies on your device and process information in accordance with their own privacy policies and applicable data-protection requirements.

Below are the main types of cookies used on our website.

Necessary Cookies

Necessary cookies support the website’s core functions, including security, booking functionality, session management and cookie consent preferences. These cookies cannot normally be disabled because the website may not function correctly without them.

Necessary tools may include:

• CookieHub

Analytical Cookies

With your consent, analytical cookies help us understand how visitors use our website and improve its performance.

These tools may include:

• Google Analytics
• POWR
• Microsoft Clarity
• Datadog

Marketing Cookies

With your consent, marketing cookies may be used to measure advertising campaigns, understand how visitors interact with our website and display more relevant advertisements.

These tools may include:

• Google Ads
• Meta/Facebook Pixel
• Microsoft Ads
• TikTok
• Reddit Ads

Personal information may be used through the following systems and business activities:

• booking and rental systems;
• online check-in;
• payment processing;
• customer service and roadside assistance;
• vehicle tracking and fleet management;
• CCTV and premises security;
• telephone call recording;
• email and customer communications;
• website analytics;
• online advertising; and
• email marketing.

We use your personal information in the following ways:

• to provide information about our vehicles and services;
• to communicate with customers;
• to confirm and manage reservations and purchases;
• to provide car rental and roadside assistance services;
• to manage accidents, damage, complaints, claims and fines;
• to protect vehicles, customers, employees and premises;
• to send email marketing messages where permitted;
• to analyse customer demographics and service performance; and
• to personalise and improve website content and advertising where consent has been provided.

Access to personal information is restricted to employees and service providers who require it for legitimate business purposes.

Service providers acting on our behalf are required to protect personal information and process it only for agreed purposes.

We retain personal information only for as long as necessary for the purposes for which it was collected, including legal, accounting, tax, insurance, security and dispute-resolution requirements.

Different retention periods may apply to different categories of information.

Reservation, rental and payment records are generally retained for 7 years or for any longer period required by law.

Vehicle tracking information is generally retained for 12 months, unless it is required for longer in connection with an overdue or stolen vehicle, accident, insurance claim, suspected misuse, complaint, dispute or investigation.

CCTV footage is generally retained for 12 months, unless it is required for longer in connection with an incident, claim, investigation or legal matter.

Telephone call recordings are generally retained for 12 months, unless they relate to an unresolved complaint, claim, dispute or safety matter.

Emails and other customer communications are retained for as long as necessary to manage the relevant enquiry, booking, rental, complaint or claim.

Once information is no longer required, it is deleted or anonymised in accordance with our retention procedures.

For questions about the retention period applying to your personal information, contact info@lavacarrental.is.

You may choose not to provide certain personal information. However, this may prevent us from completing a reservation, verifying a driver or providing some of our services.

You may opt out of receiving promotional communications by using the unsubscribe link in a marketing email or by contacting info@lavacarrental.is. This process may take up to 30 days.

Even if you opt out of marketing, we may continue to send essential communications relating to reservations, rentals, payments, safety, changes to terms or other administrative matters.

You can also manage or withdraw your consent to non-essential cookies through the Cookie Settings tool on our website.

If you are a resident of California, the California Consumer Privacy Act (CCPA) grants you the following rights:

• Right to Know: Request details about the personal information we have collected.
• Right to Delete: Request deletion of your personal information, subject to legal exceptions.
• Right to Opt-Out: Opt out of the sale of your personal information (note: we do not sell personal information).
• Right to Non-Discrimination: You will not be discriminated against for exercising your CCPA rights.

Lava Car Rental does not sell personal information in exchange for money.

Certain advertising activities involving cookies or online identifiers may be treated as sharing under California law. You can manage these technologies through our Cookie Settings tool.

To exercise your CCPA rights, contact us at info@lavacarrental.is. We will verify and respond to your request within the legally required timeframe.

Name: Lava Car Rental

Address: Flugvellir 23, 230 Keflavik - Iceland

Contact Info: info@lavacarrental.is 

We take reasonable technical and organisational measures to protect personal information against unauthorised access, loss, misuse, alteration and disclosure.

These measures may include access restrictions, authentication controls, secure service providers, employee confidentiality requirements and system monitoring.

No method of storage or transmission is completely secure. While we work to protect your information, we cannot guarantee absolute security.

When personal data is transferred to a country outside the EEA that is not covered by an adequacy decision, we use appropriate safeguards where required, such as European Commission-approved Standard Contractual Clauses, supplementary safeguards, a supplier’s Binding Corporate Rules or another lawful transfer mechanism.

We may update this Privacy Policy from time to time to reflect changes to our services, systems, service providers or legal obligations. Lava Car Rental reserves the right to change this Privacy Policy by posting the changes on its website.

If you have any questions or concerns about our privacy policy or our use of your personal information, please contact us at info@lavacarrental.is