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Privacy Policy

This Privacy Policy describes our policies and procedures on the collection, use and disclosure of your information when you use our service and tells you about your privacy rights and how the law protects you.

We use your personal data to provide and improve the Private Hire Taxi Service (hereafter referred to as the ‘service’) that we provide. By booking, using and paying for our service, you agree to the collection and use of information in accordance with this Privacy Policy. 

Under the GDPR (General Data Protection Regulation) we control and/or process any personal information about you electronically.

We are registered with the ICO under the Data Protection Register because there are CCTV systems in the private hire vehicles operated by this Company.  Our Data Protection Registration Number is: ZB299784.

Interpretation and Definitions  



The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.



For the purposes of this Privacy Policy:

  • Account means a unique account created for you to access our service.

  • Application means the software program provided by the Company downloaded by you on any electronic device, named iCars Swale Taxi & Minicab App

  • Company (referred to as either "the Company", "We", "Us" or "Our" in this Agreement) refers to iCars (Swale) Ltd, East End House, Oak Lane, Minster, on Sea, Kent, ME12 3QR.

  • Device means any device that can access the service such as a computer, a mobile phone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the supply of a Private Hire Taxi via telephone, our Application or our Website.

  • Service Provider means any natural or legal person who provides software, systems, storage solutions or processes the data on behalf of the Company. It also refers to third-party companies or individuals employed by the Company to facilitate the service, to provide the service on behalf of the Company, to perform services related to the Service or to assist the Company in analysing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the service or from the service infrastructure itself (for example, previous journey details).

  • Website refers to iCars (Swale) Ltd, accessible from

  • You means the individual accessing or using the service, or the Company, or other legal entity on behalf of which such individual is accessing or using the service, as applicable.


Collecting and Using Your Personal Data  


Types of Data Collected  

Personal Data 

While using our service, we may ask you to provide us with certain personally identifiable information that can be used to contact or identify you. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Usage Data

  • This information is collected to enable iCars (Swale) Ltd to provide you with the service(s) you select. When selecting the “buddy” service the app may access the contacts on your phone so they can share information about your journey with a "buddy". In all cases, we will only request information we need to provide you with the service(s) you have requested. We record all telephone conversations for training and quality purposes.


Financial Data

We do not store your bank or debit/credit card information.

  • Chip & Pin or Contactless payments (including Android Pay and Apple Pay) in the vehicles are processed remotely by SumUp.

  • Cardholder Not Present payments are processed remotely by Square via a live portal.

The Company and its officers adhere to the requisite principles to safeguard your financial data including 

  • privacy for PIN entry, 

  • not verbalising/repeating card details and 

  • not writing down any of your data.


CCTV Recordings

CCTV footage (video only) is recorded, processed & stored in order to monitor driving standards or investigate safety or safeguarding concerns. Footage is stored for 28 days in case of need by the Company’s insurance provider or the Police following any incidents.


Usage Data  

Usage Data is collected automatically when using the Service.

Usage Data may include information such as your device's Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our service that you visit, the time and date of your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When you access the service by or through a mobile device, we may collect certain information automatically, including, but not limited to, the type of mobile device you use, your mobile device unique ID, the IP address of your mobile device, your mobile operating system, the type of mobile Internet browser you use, unique device identifiers and other diagnostic data.

We may also collect information that your browser sends whenever you visit our service or when you access the service by or through a mobile device.


Use of Your Personal Data  

The Company may use Personal Data for the following purposes:

  • To provide and maintain our service , including to monitor the usage of our service.

  • To manage your account: to manage your registration as a user of the service. The Personal Data you provide can give you access to different functionalities of the service that are available to you as a registered user.

  • For the performance of a contract: 

    • compliance with licensing regulations, 

    • insurance of journeys, 

    • the provision of the service (ordering, despatching & performance of a Private Hire Taxi journey), 

    • monitoring service quality and safety, 

    • investigating and responding to any concerns about the service by you, other users or members of the public.

  • To contact you: 

    • by email, 

    • telephone calls, 

    • SMS, or other equivalent forms of electronic communication, such as a mobile application's push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

    • To provide you with news, special offers and general information about the services and events which we offer that are similar to those that you have already purchased or enquired about unless you have opted not to receive such information.

  • For other purposes : we may use your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our service and your experience.


We may share your personal information in the following situations:

  • With our Service Providers: we may share your personal information with our Service Providers to monitor and analyse the use of our service.  

    • Our EMS provider is Cordic PLC

    • CCTV footage (video only) is processed and stored in the hard drive in each vehicle through

  • With your consent - we may disclose your personal information for any other purpose with your consent.


Retention of Your Personal Data  

The Company will retain your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of our service, or we are legally obligated to retain this data for longer time periods.


Transfer of Your Personal Data  

Your information, including Personal Data, is processed at the Company's operating offices and in any other places where the Service Providers involved in the processing are located.

Your consent to this Privacy Policy, followed by your submission of such information, represents your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy and no transfer of your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of your data and other personal information.


Disclosure of Your Personal Data  


Business Transactions  

If the Company is involved in a merger, acquisition or asset sale, your Personal Data may be transferred. We will provide notice before your Personal Data is transferred and becomes subject to a different Privacy Policy.


Law enforcement  

Under certain circumstances, the Company may be required to disclose your Personal Data if required to do so by law or in response to official, valid requests by public authorities (e.g. the police, a court or a government agency).


Other legal requirements  

The Company may disclose your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation

  • Protect and defend the rights or property of the Company

  • Prevent or investigate possible wrongdoing in connection with the Service

  • Protect the personal safety of users of the service or the public, especially in relation to safeguarding of vulnerable children or adults

  • Protect against legal liability


Security of your Personal Data  

The security of your Personal Data is important to us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your Personal Data, we cannot guarantee its absolute security.


Children's Privacy  

Our service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13.

If you are a parent or guardian and you are aware that your child has provided us with Personal Data, please contact us. If we become aware that we have collected Personal Data from anyone under the age of 13 without verification of parental consent, we will take steps to remove that information from our servers.

If we need to rely on consent as a legal basis for processing the Personal Data of a person under 13 we would require the consent of a  parent/guardian before we collect and use that information.


Your individual rights


Under the GDPR your rights are as follows. You can read more about your rights in details here;

  • the right to be informed;

  • the right of access;

  • the right to rectification;

  • the right to erasure;

  • the right to restrict processing;

  • the right to data portability;

  • the right to object; and

  • the right not to be subject to automated decision-making including profiling.

You also have the right to complain to the ICO [] if you feel there is a problem with the way we are handling your data.

We handle subject access requests in accordance with the GDPR.

Data security and protection

We ensure the security of any personal information we hold by using secure data storage technologies and precise procedures in how we store, access and manage that information. Our methods meet the GDPR compliance requirement

Fair & Transparent Privacy Explained

We have provided some further explanations about user privacy and the way we use this website to help promote a transparent and honest user privacy methodology.

Email marketing messages & subscription

Under the GDPR we use the consent lawful basis for anyone subscribing to our newsletter or marketing mailing list. We only collect certain data about you, as detailed in the "Processing of your personal data" above. Any email marketing messages we send are done so through an EMS, email marketing service provider. An EMS is a third party service provider of software / applications that allows marketers to send out email marketing campaigns to a list of users.

Email marketing messages that we send may contain tracking beacons / tracked clickable links or similar server technologies in order to track subscriber activity within email marketing messages. Where used, such marketing messages may record a range of data such as; times, dates, I.P addresses, opens, clicks, forwards, geographic and demographic data. Such data, within its limitations will show the activity each subscriber made for that email campaign.

Any email marketing messages we send are in accordance with the GDPR and the PECR. We provide you with an easy method to withdraw your consent (unsubscribe) or manage your preferences / the information we hold about you at any time. See any marketing messages for instructions on how to unsubscribe or manage your preferences.

Our EMS provider is; Cordic PLC. We hold the following information about you within our EMS system;

  • Email address

  • Name & Contact details

  • Subscription (free) time & date

Previous Journey histories

Links to Other Websites  

You can browse our websites without disclosing any information about yourself. We collect your information you provide either by telephone, or via the Website or App booking, by entering your details in any fields requested, such as your name, email address, postal address, telephone or mobile number. This information is collected to enable Emess Car Service to provide you with the service(s) you select. When selecting the “buddy” service the app may access the contacts on your phone so they can share information about your journey with a "buddy". In all cases, we will only request information we need to provide you with the service(s) you have requested. We record all telephone conversations for training and quality purposes.

Our service may contain links to other websites that are not operated by us. If you click on a third party link, you will be directed to that third party's site. We strongly advise you to review the Privacy Policy of every site you visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.


Changes to this Privacy Policy  


We may update our Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page.

We will let you know via email and/or a prominent notice on our Service, prior to the change becoming effective and update the "Last updated" date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.


Contact Us  


If you have any questions about this Privacy Policy, You can contact us:

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