Last updated: 22 October 2026
This policy explains what personal information Emergency Roadside Assistance (“we”, “us”) collects when you use this website or contact us for mobile tyre fitting, puncture repair or vehicle recovery, why we collect it, how long we keep it, and the rights you have under UK data protection law (the UK GDPR and the Data Protection Act 2018).
Who we are
Emergency Roadside Assistance, company number [Company number], registered at [Registered address]. We are the data controller for the information described here. For anything to do with your personal data, email [email protected] or call 07848 498914.
Information we collect
When you contact us or book a job
When you call, message us on WhatsApp or email us, we collect what we need to help you: your name, phone number, your location or postcode, your vehicle’s registration, make and model, the tyre size you need, a description of the problem, and notes about the job. If you pay by card or bank transfer, the payment is handled by our card terminal provider or your bank. We do not store full card numbers.
The tyre-size finder on this site opens WhatsApp on your device with a message already filled in. Nothing is sent to us until you press send in WhatsApp. WhatsApp is run by Meta, and your messages are also subject to the WhatsApp privacy policy.
When you browse the site
Our web server and Cloudflare, which protects and speeds up the site, keep short security logs of the IP address, browser type, pages requested and the time of each request. Server logs are deleted after 14 days. If you agree to analytics cookies (see below), Google Analytics also collects information about how you use the site.
Why we use your information
- To provide the service you asked for. We need your contact details, location and vehicle details to get a technician to you with the right tyre or the right recovery vehicle. The lawful basis is performance of a contract (or taking steps before one).
- To keep the site secure and working. Server and Cloudflare logs help us spot attacks and faults. The lawful basis is our legitimate interest in running a safe website.
- To keep business records. We keep invoices and job records as UK tax law requires. The lawful basis is a legal obligation.
- To understand how the site is used. Google Analytics runs only if you accept analytics cookies. The lawful basis is your consent, which you can withdraw at any time using the Cookie settings link in the footer.
We do not sell your information and we do not use it for automated decision-making.
Who we share it with
- The technician or recovery driver who attends your job, who receives only the details needed to find you and do the work.
- Payment providers, when you pay by card or bank transfer.
- Meta (WhatsApp), when you contact us through WhatsApp.
- Google, when you accept analytics cookies.
- Cloudflare and our hosting provider, which process website traffic on our behalf.
- Professional advisers, insurers or the authorities, where the law requires it or in connection with a claim.
Some of these providers process data outside the UK. Where they do, the transfer is covered by safeguards recognised under UK law, such as an adequacy decision or the UK International Data Transfer Agreement.
How long we keep it
- Job and invoice records: six years after the end of the tax year they relate to, as HMRC requires.
- Enquiries that do not lead to a job: up to 12 months, so we can answer any follow-up questions.
- Server logs: 14 days.
- Your cookie choice: 12 months, after which we ask again.
- Google Analytics data: 14 months, which is the retention period set in our Google Analytics account.
Cookies
A cookie is a small file stored on your device. This site sets no analytics cookies until you choose Accept analytics in the banner. You can change your choice at any time with the Cookie settings link at the bottom of every page, and you can delete cookies in your browser settings.
| Cookie | Set by | Purpose | Lasts |
|---|---|---|---|
| mtr_consent | This site | Remembers whether you accepted or rejected analytics cookies. Strictly necessary. | 12 months |
| _ga, _ga_* | Google Analytics | Tells apart visitors and sessions so we can count visits and see which pages are used. Only set with your consent. | 2 years |
| __cf_bm, cf_clearance | Cloudflare | Protects the site from automated traffic. Strictly necessary; set only when Cloudflare’s bot protection needs it. | Up to 1 year |
If you sign in to manage this website, WordPress sets the usual login and settings cookies for your session. Visitors never receive these.
Your rights
You have the right to ask for a copy of the personal data we hold about you, to have it corrected or deleted, to restrict or object to how we use it, to receive it in a portable format, and to withdraw consent where we rely on it. To use any of these rights, email [email protected]. We will reply within one month. We may ask you to confirm your identity first.
If you are unhappy with how we handle your data, you can complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113. We would be grateful for the chance to resolve any concern first.
Children
This site and our services are aimed at drivers and vehicle owners. We do not knowingly collect information from anyone under 16.
Changes to this policy
We will update this page if our practices or the law change. The date at the top shows when it was last revised.