Arctic Hire — Privacy Policy

Last updated: 15 September 2026

This Privacy Policy explains how YAT Group Limited, trading as Arctic Hire, collects, uses, shares and protects personal information when you visit our website, request a quote, make a booking, hire equipment, contact us or otherwise interact with our business.

It applies to our website at arctic-hire.co.uk, our booking website at book.arctic-hire.co.uk, and enquiries and bookings made by email, telephone, messaging services or other channels.

Who we are

Arctic Hire is a trading name of YAT Group Limited, a company registered in England and Wales.

Company number: 17241366
Registered office: Flat 23 Plate House, 3 Burrells Wharf Square, London, England, E14 3TH
Email: contact@arctic-hire.co.uk
Telephone: +44 20 3411 1468
Website: arctic-hire.co.uk

YAT Group Limited is the data controller responsible for deciding how and why your personal information is used for the purposes described in this policy.

YAT Group Limited also trades as Arctic Line. Where your enquiry or booking involves both brands, the same company may handle the relevant information to provide the services you request. This does not automatically permit unrelated marketing or override your privacy preferences.

1. Personal information we collect

We collect information relevant to your interactions with us. You do not need to provide every category of information listed below.

Contact and booking information

This may include your name, email address, telephone number, billing address, delivery and collection addresses, and the name of your company or organisation.

We also collect details needed to arrange your hire, such as the equipment and accessories requested, hire dates, quantities, delivery arrangements, relevant site conditions and access or parking instructions.

For business bookings, we may record your job title, role, purchase order reference and the details of authorised booking or site contacts.

Communications and hire records

We keep relevant enquiries, quotes, booking confirmations, emails, messages, customer-support correspondence and notes of conversations.

We may also hold delivery and collection confirmations, equipment condition records, and photographs, videos or descriptions relevant to setup, faults, damage, missing items, complaints or disputes.

Please avoid including unnecessary personal information in messages or photographs, particularly images of children, private documents or unrelated areas of your home or premises.

Payment information

We collect information needed to administer payments, invoices, deposits, refunds and payment disputes. This can include transaction references, amounts, payment status, billing details and limited payment-method information.

Payments made through Stripe are processed by Stripe. Any other payment provider offered will be identified when you make your payment.

We do not store complete payment-card numbers or card security codes in our own booking records. Payment providers handle that information through their payment systems and may also process information for their own fraud-prevention and legal-compliance purposes.

Please do not send full card details to us by email or messaging service.

Website and technical information

When you use our websites, we and our service providers may collect technical information such as your IP address, browser and device type, pages visited, referral source, interaction with forms or booking pages, and security or error logs.

Where the relevant analytics or advertising technologies are enabled in accordance with your choices, this may also include cookie identifiers, campaign identifiers, approximate location and information about whether a visit resulted in an enquiry or booking.

Preferences and feedback

We may record your marketing preferences, cookie choices, consent records, feedback and information you provide when leaving or discussing a review.

Information received from other sources

We may receive relevant information from someone arranging a hire on your behalf, your employer, a property manager, accommodation provider, referral partner, delivery partner, payment provider or professional adviser.

For business enquiries and partnership discussions, we may obtain business contact information from company websites, professional directories or other public business sources. Where we contact you using information obtained elsewhere, we will explain its source and provide the relevant privacy information.

If you provide another person’s information, please ensure you have an appropriate reason to share it and make them aware of this policy. We remain responsible for meeting our own transparency obligations.

Sensitive information

We do not normally need health information or other sensitive personal information to arrange equipment hire. Please do not provide it unless it is relevant and necessary.

If sensitive information is needed for a particular matter, such as an accessibility arrangement or legal claim, we will explain the purpose and the additional legal condition on which we rely.

2. How and why we use your information

We use personal information only where we have an appropriate lawful basis.

• Responding to enquiries and preparing quotes
  Information typically used: Contact details, requirements and correspondence.
  Lawful basis: Taking steps at your request before entering a contract; legitimate interests for general or business-contact enquiries.

• Managing bookings, extensions and returns
  Information typically used: Contact details, equipment, dates, addresses and booking records.
  Lawful basis: Performing our contract with you; legitimate interests where you act for another customer.

• Arranging delivery, collection and support
  Information typically used: Contact details, addresses, access instructions and relevant hire information.
  Lawful basis: Contract; legitimate interests in coordinating services with site contacts and representatives.

• Processing payments, deposits and refunds
  Information typically used: Billing information, transaction references and payment records.
  Lawful basis: Contract.

• Keeping accounting and tax records
  Information typically used: Invoices, transaction records and necessary customer information.
  Lawful basis: Legal obligation.

• Investigating faults, complaints, damage, missing equipment and payment disputes
  Information typically used: Booking records, correspondence, photographs and other relevant evidence.
  Lawful basis: Legitimate interests in resolving problems, protecting property and establishing or defending claims; legal obligation where applicable.

• Protecting our websites and preventing misuse or fraud
  Information typically used: Technical logs, transaction information and relevant booking records.
  Lawful basis: Legitimate interests in maintaining secure services and protecting customers and our business.

• Improving our services through feedback and operational analysis
  Information typically used: Feedback, enquiry trends and relevant service records.
  Lawful basis: Legitimate interests in improving our services, using anonymous information where practicable.

• Using optional website analytics and advertising tracking
  Information typically used: Device, cookie, interaction and campaign information.
  Lawful basis: Consent, as explained in section 4.

• Sending marketing and developing business relationships
  Information typically used: Contact information, relevant interests and communication preferences.
  Lawful basis: Consent, or legitimate interests where marketing is legally permitted without consent, as explained in section 3.

Where a booking is made by a company or another person, we generally rely on legitimate interests, rather than a contract with you personally, to use your details as its employee, representative, guest or site contact.

When relying on legitimate interests, we consider the purpose, necessity and effect of the processing on you. We do not rely on that basis where your rights and interests outweigh the interests being pursued.

Some information is necessary to provide a quote or perform a booking. Without suitable contact details, an agreed delivery location or payment information, we may be unable to provide the requested service. Optional marketing consent is not a condition of hiring from us.

3. Service messages, marketing and reviews

Messages about your hire

We may contact you about enquiries, quotes, booking confirmations, payments, delivery, collection, equipment support, safety issues or complaints.

These communications are used to manage the service you requested. Opting out of marketing does not stop necessary booking or safety communications.

Marketing to individuals

We will send unsolicited marketing by email, text or similar electronic messaging only where you have agreed to receive it or a permitted exception applies.

For example, the existing-customer exception, sometimes called the soft opt-in, may allow messages about our own similar services where we obtained your details directly during a sale or genuine discussion about a sale, gave you a clear opportunity to opt out when collecting them, and provide an opt-out in every marketing message.

We respect the scope of your preferences, including the communication channel and brand covered. Providing contact information for a booking does not, by itself, amount to marketing consent.

Business communications

Where legally permitted, we may contact relevant business representatives about equipment hire or potential commercial relationships.

We consider the relevance of the message to the recipient’s role and provide a way to object. We do not assume that every business email address belongs to a company: additional restrictions apply to sole traders and some partnerships.

Opting out

You can object to direct marketing at any time. Use the unsubscribe or opt-out method in the message, or contact contact@arctic-hire.co.uk.

We may keep a minimal record of your objection so that we do not contact you again against your wishes.

Feedback and reviews

We may ask for feedback about a completed hire to help improve our service. Where a message or review invitation constitutes direct marketing, we apply the marketing rules and preferences described above.

If we use a review-invitation provider, we share only the contact and booking-reference information needed for that purpose. Posting a review is voluntary.

Reviews submitted to an external platform, such as Trustpilot, are also subject to that platform’s privacy information. We will obtain your permission before using non-public photographs or messages as identifiable customer testimonials or case studies.

We do not sell your personal information.

4. Cookies, analytics and advertising

Our websites use cookies and similar technologies to support their operation and, where enabled, provide analytics and advertising measurement.

Strictly necessary technologies may be used to provide functions you request, maintain security, manage a booking session or remember privacy choices.

Our approach is to request consent before enabling optional analytics and advertising technologies. These may include Google Analytics 4 to understand website use and Google Ads conversion tracking to measure whether advertising leads to enquiries or bookings.

Advertising-related tracking is not treated as necessary simply because it helps us measure or improve our marketing.

You can accept, reject or change optional cookie choices through our cookie controls. Rejecting optional tracking does not prevent you from requesting a quote or making a booking.

Our Cookie Policy and cookie controls provide further information about the technologies used, their purposes, relevant providers and how long they operate.

Browser settings provide additional controls, but blocking strictly necessary technologies may affect some website functions.

5. Who we share information with

We share personal information only where relevant and lawful.

• Website, hosting, booking-system and database providers
  Why information may be shared: Operating our websites, processing forms and maintaining booking records.

• Payment providers and banks
  Why information may be shared: Taking payments, issuing refunds, administering deposits and resolving payment disputes.

• Delivery drivers, couriers and collection partners
  Why information may be shared: Arranging and completing delivery or collection.

• Email, messaging, customer-support and other business-software providers
  Why information may be shared: Communicating with customers and administering our services.

• Analytics and advertising providers
  Why information may be shared: Providing the functions enabled in accordance with section 4.

• Review-invitation providers
  Why information may be shared: Requesting feedback or reviews as described in section 3.

• Accountants, insurers, legal advisers and appropriate recovery providers
  Why information may be shared: Accounting, insurance matters, advice, disputes and lawful recovery of money or equipment.

• Public authorities, regulators and courts
  Why information may be shared: Meeting legal requirements or making necessary and lawful disclosures.

Drivers and delivery partners receive the information needed for their work, such as a contact name, telephone number, address and relevant access instructions. They do not need access to your full payment or customer history.

Where a provider processes information on our behalf, we put appropriate contractual requirements in place concerning its use and protection.

Some recipients, including certain payment providers, banks and professional advisers, act as independent controllers for their own purposes. Their own privacy notices explain those activities.

If our business is sold or restructured, relevant information may be disclosed to advisers and a prospective or actual successor, subject to appropriate safeguards and any required notification.

6. International transfers

Some service providers may store or access personal information outside the United Kingdom.

Where international-transfer restrictions apply, we use an appropriate legal mechanism. Depending on the destination and provider, this may include UK adequacy regulations or approved contractual safeguards, together with any required assessment of the protection provided.

You can contact us for further information about relevant destinations and safeguards, including how to obtain a copy of applicable contractual protections. We may redact confidential commercial information where appropriate.

7. How long we keep information

We keep personal information only for as long as it is needed for the purpose for which it is held.

Our normal retention approach is:

• Enquiries that do not become bookings
  Normal retention period or criteria: Up to 12 months after the last meaningful contact.

• Core booking, hire and contractual records
  Normal retention period or criteria: Normally six years after the hire ends, retaining only information relevant to the contract and potential claims.

• Invoices, payment and accounting records
  Normal retention period or criteria: Six years from the end of the last company financial year to which they relate, or longer where legally required.

• Routine equipment photographs
  Normal retention period or criteria: Normally up to 90 days after return, unless needed for a fault, complaint, insurance matter or dispute.

• Temporary access codes and sensitive entry instructions
  Normal retention period or criteria: Removed once the delivery and collection arrangements are complete, unless there is an agreed continuing need.

• Complaint, damage and dispute records
  Normal retention period or criteria: For the duration of the matter and the relevant period needed to establish, exercise or defend legal claims, reviewed when the matter closes.

• Identifiable website analytics records
  Normal retention period or criteria: Up to 14 months.

• Marketing contact information
  Normal retention period or criteria: While we have a valid basis and continuing need to use it, with periodic reviews of inactive contacts.

• Consent and opt-out records
  Normal retention period or criteria: For as long as needed to demonstrate relevant permissions or respect your objection, keeping only the necessary evidence.

• Security and technical logs
  Normal retention period or criteria: For the period needed to investigate errors, protect systems and address incidents, taking account of their sensitivity and the risk involved.

The accounting period above reflects the normal company-record requirement; it is not a requirement to keep every piece of customer information for six years.

We may retain relevant information for longer where required by law or reasonably necessary for an ongoing investigation, insurance matter, unpaid debt or legal claim.

When information is no longer needed, we delete it securely or anonymise it. Copies in backups are removed through the applicable backup cycle and are not used for ordinary business purposes.

8. How we protect information

We use technical and organisational measures appropriate to the information and risks involved.

These include restricting access to people who need it, using secure connections and access controls, protecting business devices and accounts, and assessing the providers that handle information for us.

We also limit the information shared with delivery partners and other providers to what is relevant to their work.

No system can be guaranteed completely secure. Please contact us promptly if you believe information connected with your booking has been lost, disclosed incorrectly or accessed without permission.

9. Your data protection rights

Depending on the circumstances, you can ask us to provide access to your personal information, correct inaccuracies, delete information, restrict its use or provide certain information in a portable format.

Where we rely on consent, you can withdraw it at any time. Withdrawal does not make earlier processing unlawful, but we will stop the consent-based activity concerned.

Your right to object

You can object at any time to the use of your personal information for direct marketing, including related profiling. We will stop using it for that purpose.

You can also object to processing based on legitimate interests because of your particular circumstances. We will assess the objection and stop the processing unless there is a lawful reason to continue.

Making a request

Contact contact@arctic-hire.co.uk or use the other contact details in this policy. You do not need to use a particular form.

We may ask for information reasonably needed to verify your identity or understand your request. We will normally respond within one month, subject to the applicable legal rules. If an extension is permitted, we will explain the reason and revised timescale.

Requests are normally free of charge. Where a legal exception permits us to refuse a request or charge a reasonable fee, we will explain our decision.

Some rights are subject to exceptions. For example, we may need to retain relevant accounting or legal-claim records even where other information can be deleted.

10. Privacy complaints

Please contact contact@arctic-hire.co.uk if you have a concern about how we use your information. Include enough detail for us to understand the issue, but avoid sending unnecessary sensitive information.

We will acknowledge your complaint within 30 days, investigate appropriately and communicate the outcome without undue delay. We may request further information and will keep you informed where additional investigation is needed.

You also have the right to complain to the Information Commissioner’s Office, the UK regulator for data protection.

ICO website: ico.org.uk
ICO telephone: 0303 123 1113

The ICO’s complaint process normally asks for a copy of the complaint you have already made to the organisation and relevant supporting information.

11. Children’s information

Our booking services are intended for adults. Customers must be at least 18 to make a booking.

Although equipment may be hired for schools, households and other settings where children are present, we do not require children’s personal information to arrange those hires.

Please avoid including children in equipment photographs or sending their details unnecessarily. If we receive such information, we will assess whether it needs to be retained and remove it where there is no lawful and necessary reason to keep it.

12. External services and automated processing

When you use an external payment service, messaging application or review platform, that provider may also process information under its own privacy notice.

Routine booking functions, such as calculating prices or checking available dates, may operate automatically. You can contact us if you believe an online result or booking decision is incorrect.

Payment providers may use their own automated security and fraud checks. Their privacy information explains those checks and any associated rights. Stripe, for example, describes its fraud-detection activities and its different controller and processor roles in its Privacy Policy.

If we introduce solely automated decisions about you that have legal or similarly significant effects, we will provide the required information and safeguards before using them.

Links to external websites do not remove our responsibility for processing we carry out ourselves or for providers acting on our behalf.

13. Changes to this policy

We may update this policy when our services, systems, providers or legal obligations change.

The latest version will be published on our website with its update date.

Where a change materially affects how we use your information, we will provide appropriate notice. If a new use requires consent, updating this policy alone will not be treated as your agreement.

14. Contact us

For privacy questions, requests or complaints, contact:

YAT Group Limited trading as Arctic Hire
Email: contact@arctic-hire.co.uk
Telephone: +44 20 3411 1468
Post: Flat 23 Plate House, 3 Burrells Wharf Square, London, England, E14 3TH