Privacy Policy & Data Protection
This privacy policy sets out how Rotala Group Limited uses and protects your personal data.
Important information and who we are
This privacy policy gives you information about how Rotala Group Limited collects and uses your personal data through your use of this website, including any data you may provide when you register with us, purchase a product or service or take part in a competition.
1. Controller
Rotala Group Limited (Group) is made up of different legal entities, details of which can be found here: This privacy policy is issued on behalf of the Group so when we mention "Company", "we", "us" or "our" in this privacy policy, we are referring to the relevant company in the Group responsible for processing your data. We will let you know which entity will be the controller for your data when you purchase a product or service with us.
Rotala Group Limited is the controller and responsible for this website.
If you have any questions about this privacy policy, including any requests to exercise your legal rights (paragraph 9), please contact gdpr@rotala.co.uk using the information set out in the contact details section (paragraph 10).
2. The types of personal data we collect about you
Personal data means any information about an individual from which that person can be identified.
We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:
- Identity Data includes first name, last name, any previous names, username or similar identifier, marital status, title, date of birth and gender.
- Contact Data includes billing address, delivery address, email address and telephone numbers.
- Financial Data includes bank or card details.
- Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us.
- Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, device ID and other technology on the devices you use to access this website.
- Profile Data includes your username and password, purchases made by you.
- Usage Data includes information about how you interact with and use our website, products and services.
- Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.
We also collect, use and share aggregated data such as statistical or demographic data which is not personal data as it does not directly (or indirectly) reveal your identity. For example, we may aggregate individuals' Usage Data to calculate the percentage of users accessing a specific website feature in order to analyse general trends in how users are interacting with our website to help improve the website and our service offering.
3. CCTV
We operate CCTV systems on our buses, as well as within our depots and garages (which may include audio recording), in order to:
- prevent, deter and detect crime
- assist in the identification, apprehension and prosecution of offenders, including providing evidence for legal proceedings
- help maintain a safe and secure environment for our employees and passengers
- protect public safety
- monitor operational performance and safety-related incidents
- support the investigation and verification of claims
You have the right to request access to CCTV images of yourself and to obtain a copy, subject to applicable data protection laws. We may withhold certain information where permitted to do so under those laws. CCTV recordings are retained only for as long as necessary in accordance with our retention policy, or longer where required by law or to protect our legitimate interests.
In certain circumstances, we may share CCTV footage with law enforcement or other relevant authorities. Any such disclosure will only take place where there is a lawful basis to do so, and all parties are required to comply with applicable data protection legislation.
4. How is your personal data collected?
We use different methods to collect data from and about you including through:
Your interactions with us. You may give us your personal data by filling in online forms or by corresponding with us by post, phone, email or otherwise. This includes personal data you provide when you:
- apply for our products or services;
- create an account on our website;
- subscribe to our service or publications;
- request marketing to be sent to you;
- enter a competition, promotion or survey; or
- give us feedback or contact us.
Automated technologies or interactions. As you interact with our website, we will automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies and other similar technologies. Please see our cookie policy below for further details.
Third parties or publicly available sources. We may receive personal data about you from various third parties and public sources as set out below:
- Technical Data may be collected from the following parties:
- analytics providers such as Google based outside the UK];
- advertising networks such as Facebook, Twitter/X, Linkedin based inside or outside the UK; and
- search information providers based inside or outside the UK.
Contact, Financial and Transaction Data may be collected from providers of technical, payment and delivery services such as Stripe, WorldPay, LittlePay based inside or outside the UK.
Identity and Contact Data may be collected from data brokers or aggregators such as booking agents based inside or outside the UK.
Identity and Contact Data may be collected from publicly available sources such as Companies House and the Electoral Register based inside the UK.
5. How we use your personal data
Legal basis
The law requires us to have a legal basis for collecting and using your personal data. We rely on one or more of the following legal bases:
- Performance of a contract with you: Where we need to perform the contract, we are about to enter into or have entered into with you.
- Legitimate interests: We may use your personal data where it is necessary to conduct our business and pursue our legitimate interests, for example to prevent fraud and enable us to give you the best and most secure customer experience. We make sure we consider and balance any potential impact on you and your rights (both positive and negative) before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law).
- Legal obligation: We may use your personal data where it is necessary for compliance with a legal obligation that we are subject to. We will identify the relevant legal obligation when we rely on this legal basis.
- Consent: We rely on consent only where we have obtained your active agreement to use your personal data for a specified purpose, for example if you subscribe to an email newsletter.
Purposes for which we will use your personal data
We have set out below, in a table format, a description of all the ways we plan to use the various categories of your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.
|
Purpose/Use |
Type of data |
Legal basis and retention period |
|
To register you as a new customer |
(a) Identity (b) Contact |
Performance of a service or contract with you. This may include:
We will retain this data until you contact us and request that we erase your customer account |
|
Customer data: (a) Manage payments, fees and charges (b) Collect and recover money owed to us
|
(a) Identity (b) Contact (c) Financial (d) Transaction
|
Performance of a contract with you This may include:
Necessary for our legitimate interests. This may include:
We will retain this data for as long as necessary in accordance with our retention policy, or longer where required by law or to protect our legitimate interests. |
|
CCTV |
(a) Video recordings of passengers (images, appearances, behaviour). (b) Audio recordings. (c) Data, time, and location of records. |
Necessary for our legitimate interests. For the purposes of audio recordings, in certain company vehicles, the CCTV devices may be equipped with audio recording, specifically in forward facing or bus entrance cameras. Our policy is that audio recordings are not routinely downloaded and is overwritten within 28 days (dependent on individual bus usage), unless there Is a further legal, contractual or insurance purpose to keep the data for longer. Where applicable, we follow the same rules as for CCTV footage regarding data capture, downloading and sharing with third parties. We will retain this data for as long as necessary in accordance with our retention policy, or longer where required by law or to protect our legitimate interests. When downloaded, the company keeps the data only for legitimate purposes and in accordance with the company's policies, procedures, ICO guidance and GDPR and data protection regulations. |
|
To manage our relationship with you which will include: (a) Notifying you about changes to our terms or privacy policy (b) Dealing with your requests, complaints and queries |
(a) Identity (b) Contact (c) Profile (d) Marketing and Communications |
Performance of a contract with you. This may include:
Necessary to comply with a legal obligation. This may include:
Necessary for our legitimate interests
We will retain this data for the necessary period of time. |
|
Marketing and Communications
|
(a) Identity (b) Contact (c) Profile (d) Usage
|
Performance of a contract with you. This may include :
Necessary for our legitimate interests. This may include:
We will retain this data for a maximum of 6 months |
|
To administer and protect our business and this website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data) |
(a) Identity (b) Contact (c) Technical |
Necessary for our legitimate interests
Necessary to comply with a legal obligation which may include:
We will retain this for the necessary period of time. |
|
To use data analytics to improve our website, products/services, customer relationships and experiences and to measure the effectiveness of our communications and marketing |
(a) Technical (b) Usage |
Necessary for our legitimate interests
We will retain this data for the necessary period of time. |
Direct Marketing
During the registration process on our website when your personal data is collected, you will be provided with the opportunity to indicate your preferences for receiving direct marketing communications from us via email or SMS. You may receive marketing communications from us if you have requested information from us or purchased goods or services from us and you have not opted out of receiving the marketing.
We may also analyse your Identity, Contact, Technical, Usage and Profile Data to form a view which products, services and offers may be of interest to you so that we can then send you relevant marketing communications.
Third-party marketing
We will get your express consent before we share your personal data with any third party for their own direct marketing purposes.
Opting out of marketing
You can ask to stop sending you marketing communications at any time by logging into the website and checking or unchecking relevant boxes to adjust your marketing preferences or by following the opt-out links within any marketing communication sent to you by email.
If you opt out of receiving marketing communications, you will still receive service-related communications that are essential for administrative or customer service purposes (for example relating to order confirmations for product/services, updates to our Terms and Conditions, checking that your contact details are correct.
Website Cookies
Cookies are small text files that are placed on your computer by some websites that you visit. They are widely used in order to make websites work, or to make them work more efficiently.
We use website cookies to:
- Give you a better online experience, by retaining user login information for ease of return to the dashboard and to make our website more relevant to you
- Google Analytics - for the recording of anonymous data on site/page usage
- To track website performance
You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of our website(s) may become inaccessible or not function properly.
If you delete cookies relating to this website we will not remember things about you, including your cookie preferences, and you will be treated as a first-time visitor the next time you visit the site.
6. Disclosure of your personal data
We may share your personal data where necessary with the parties set out below for the purposes set out in the table above.
- Internal Parties within the Rotala Group as defined in the paragraph “Controller”
- External Third Parties:
Following a retail transaction, your details will be stored securely, either by us or by our authorised provider of e-commerce services (payment service providers such as: WorldPay, LittlePay, Stripe, Go Cardless), the information we share is for the sole use of retailing tickets and understanding your customer profile. Only authorised administrators to these services will have access to your contact details and we will not have access to your bank account or card payment information through these means. - Third parties to whom we may choose to sell, transfer or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy policy.
We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.
We will only disclose your personal details to external organisations that are related to the provision of Rotala products or service information that is necessary in order to fulfil our contract with you. Following a retail transaction, your details will be stored securely, either by us or by our authorised provider of e-commerce services, the information we share is for the sole use of retailing tickets and understanding your customer profile. Only authorised administrators to these services will have access to your contact details and we will not have access to your bank account or card payment information through these means.
Rotala Mobile tickets and tickets printed with QR codes are traceable on our electronic ticket machines. We may use data gathered from ticket tracking to establish general passenger travel patterns and service usage. It is possible, to trace an individuals travels on our services, when travel is made via QR coded m-tickets obtained through our company apps. We will only utilise this method of passenger tracking for the purpose of investigating a legal matter, in the case of an insurance or injury claim or in the prevention of fraudulent travel.
International Transfers
Currently, some of Rotala's e-commerce partners are based outside of the UK, but within the EU, therefore your personal data may be processed by, shared with, or stored by our partners in Germany. In this case, EU GDPR Compliance will apply to all customer data stored within the EU. No customer data is transferred outside of the EU for storage or processing.
7. Data Security
We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions, and they are subject to a duty of confidentiality.
We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.
8. Data Retention
How long will you use my personal data for?
Details of retention periods for different aspects of your personal data are set out in the table above.
We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.
To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.
By law we have to keep basic information about our customers (including Contact, Identity, Financial and Transaction Data) for [six] years after they cease being customers for tax purposes.
In some circumstances you can ask us to delete your data: see paragraph 9 below for further information.
In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for accounting or statistical purposes, in which case we may use this information indefinitely without further notice to you.
9. Your legal rights
You have a number of rights under data protection laws in relation to your personal data.
You have the right to:
- Request access to your personal data (commonly known as a "subject access request"). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.
- Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.
- Request erasure of your personal data in certain circumstances. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.
- Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) as the legal basis for that particular use of your data (including carrying out profiling based on our legitimate interests). In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your right to object.
- You also have the absolute right to object any time to the processing of your personal data for direct marketing purposes (see paragraph 4 for details of how to object to receiving direct marketing communications).
- Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you.
- Withdraw consent at any time where we are relying on consent to process your personal data (see the table in section 4 for details of when we rely on your consent as the legal basis for using your data). However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.
- Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in one of the following scenarios:
- If you want us to establish the data's accuracy;
- Where our use of the data is unlawful but you do not want us to erase it;
- Where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims; or
- You have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it.
If you wish to exercise any of the rights set out above, please contact us see Contact details at paragraph 10.
No fee usually required
You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances.
What we may need from you
We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.
Time limit to respond
We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.
10. Contact details
If you have any questions about this privacy policy or about the use of your personal data or you want to exercise your privacy rights, please contact us in the following ways:
- Email address: gdpr@rotala.co.uk
- Postal address: Rotala Limited, Cross Quays Business Park, Hallbridge Way, Tividale, B69 3HW
- Telephone number: 0121 322 2222
11. Complaints
You have the right to make a complaint to the Information Commissioner's Office (ICO), the UK regulator for data protection issues (www.ico.org.uk). However, before doing so please make sure you have first made your complaint to us or asked us for clarification if there is something you do not understand. The ICO will expect you to have done this before reviewing your complaint. Should you wish to raise any complaint regarding our Privacy Policy, please email us at GDPR@rotala.co.uk
12. Changes to the privacy policy and your duty to inform us of changes
We keep our privacy policy under regular review. This version was last updated on 26 March 2026.
It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us, for example a new address or email address.
13. Third-party links
This website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy policy of every website you visit.