Privacy policy

I. General

Your personal privacy is important to Höldur Car Rental. This policy applies to personal information whether or not it is collected and stored electronically, on paper or in other similar ways. The policy covers the registration, storing and processing of personal information that is covered by this policy. This policy is available on the Höldur ehf. website.

II. Personal Data Protection Legislation

The processing of personal data is governed by legislation on personal privacy and on personal data processing, as they are at any given time, as well as the relevant legislation of the European Economic Area. The legislation covers, amongst other things, the processing, storing and transferring of personal information.

III. Responsibility

Höldur is responsible for the registration of personal information and the processing of that information in regards to its operations. Höldur ehf., based at Tryggvabraut 12, 600 Akureyri, is the legal administrator for the personal information that you provide to the company. You can contact us at Skútuvogur 8, 104 Reykjavík, by sending an e-mail to or by calling 461 6000.

IV. Collection and use

According to the applicable laws on personal privacy – and where applicable, with your consent – we and our service providers (who represent the company) may collect personal information:

  • about your name, phone number and e-mail address to answer enquiries and respond to your requests and answer your questions and comments;

  • about your name, ID number, phone number, address, e-mail address, encrypted credit card number, bank details, credit rating, copy of your driver’s licence or passport for booking or renting a car or other sales of goods and services that we provide or are an intermediary for;

  • about your name, ID number, address, type, scope and date of transaction to fulfil our obligations according to legislation on accounting;

  • about your name, address, gender, nationality, phone number, e-mail address, date of birth and age, with your consent, to enable you to participate in surveys, promotional campaigns with prizes, competitions and other promotions and/or to send you promotional material, offers or customised advertisements;

  • about your name and e-mail, with your consent, to enable you to use our web and social media pages;

  • video recordings of you in the company’s security camera system; the purpose of the security camera system is only for security and property protection, to safeguard the interests of the company, its customers and employees;

  • about your travel in the rental car with the use of a tracking technology, such as location, speed and impact (see under Telematics);

  • data may be stored in the rental car‘s software if a smart device is paired with it, e.g. call register, contacts and/or any other personally identifiable information. It is the user´s responsibility to delete such data at the end of the rental.

  • information may be collected automatically, such as when you visit our website, e.g. your IP address and information about the computer system used. Information is also collected on how you use our website. This information is collected using cookies (see under Cookie Policy);

  • regarding customer due diligence, together with a copy of valid identitification documents based on the Act on Measures against Money Laundering and Terrorist Financing.

V. Disclosure

We never sell personal information about you. We never share your personal information with third parties without your consent for the disclosure (which you are free to refuse), except as required by law or in the cases listed in Section IV or in the next paragraph.

We may share personal information with third parties (processors) that are service providers, agents or developers for the purpose of completing a project or providing you with a service or product that you have requested or approved. We may also share information with processors when necessary to protect critical interests, for example when collecting an unpaid claim. We also share information, for statistical purposes, with processors who work with us in quality and marketing. We provide the processors only with the personal information necessary for them to fulfil the above objectives, and an agreement is made where they are under an obligation to keep your information safe and use them for the above purposes only.

Your attention is drawn to the fact that all content that you publish or share on our social media pages is public information. Your attention is drawn to the fact that by linking your account page and your social media account, you grant us permission to share information with the social media provider, and the use of the information we share is governed by the privacy policy of social media provider. If you do not want your personal information to be shared with other users or social media service providers, do not link your social media account to the account page or share content within social media from the site.

VI. Third Parties

This personal privacy policy does not extend to information or processing by third parties; we have no control or responsibility for the use, disclosure or other work by them. We encourage you to familiarise yourself with the personal privacy policy of third parties, e.g. by the web hosting providers of sites that may refer to us, software companies such as Facebook, Apple, Google and Microsoft, along with the payment service you choose to use.

VII. Protection

Höldur ehf. places great importance on the protection of all personal information and therefore has an internal control system to ensure that appropriate technical and organisational safety measures are always in place.

We will notify you without undue delay in the event of a breach of security regarding your personal information that poses a high risk to you. Security violations in the above sense means security breaches that result in the unintentional or unlawful destruction of personal data or the loss, alteration, display or granting of unauthorised access of such data.

However, your attention is drawn to the fact that you are responsible for personal information, e.g. name, ID number and picture, that you choose to share or send in the public domain, e.g. through TripAdvisor, chat rooms or Höldur’s Facebook page.

Our websites use an SSL certificate, which means that data transfers to and from the pages are encrypted and therefore safer. An SSL certificate protects a third party from accessing data transmitted through the web, for example when sending queries and service orders from the site.

We would also like to state that data transmission over the Internet is never completely safe. You are therefore advised to inform us without delay if you believe there is a risk that certain information that you have given us is at risk.

VIII. Storage

Höldur tries, to the best of our abilities, to keep your personal details accurate and reliable and to update them as needed. We store your personal information for the time that is necessary in order to fulfil the objective of this personal privacy policy unless a longer storage time is required or permitted by applicable law. If there is a possibility that your personal information might be needed later to comply with legal requirements, e.g. to the tax authorities, or to appeal or defend against a rights claim, we will copy the relevant personal information and keep it in safe form for as long as necessary.

IX. User Rights

You are entitled to and may request that Höldur provides you with information about any personal information that the company possesses, as well the processing and handling of any information about you.

You are entitled in certain cases to request that your personal information is corrected or deleted, for example if the information is no longer necessary for the purpose for which it was originally obtained.

Your request will be considered and you will be given the information (as applicable) within a reasonable period of time, subject to the restrictions from the rights and freedoms of others, including business secrets and intellectual property rights. You will be notified and given an explanation in case of delay in providing the information or if it is not possible to grant the request in full, no later than one month from the date of its receipt. You may appeal to the Icelandic Data Protection Agency if we refuse to provide you with certain information.

X. Protection of Personal Data for Children

Personal information on children under the age of 13 is not collected. Höldur may request consent from the parents in order to provide a service to a child. We may request information on the age, size and weight of a child for safety reasons.   In other respects, it is not Höldur’s policy to collect or retain personal information about individuals under 13 years of age.

XI. Amendments

This personal privacy policy is reviewed on a regular basis and may therefore be amended. You are therefore advised to familiarise yourself with the personal privacy policy on a regular basis; changes to the policy will take effect on publication on the company’s website, / 


First approved: 16 May 2018

Last updated: 24 June 2022