Part 2 - Marketing

Purpose and legal basis for using your information

We use personal data for the purpose of marketing in the following ways:

Our purpose for using your data

Our lawful basis

Marketing to our members: We have a legitimate interest to send marketing to people who’ve purchased an RAC product or service (unless they’ve specifically asked us not to).

Legitimate interest

Sending marketing communications to those who’ve asked for it: Where a person has asked us to send them marketing, we can send them marketing.


Telling people their complimentary breakdown cover is coming to an end: Where we provide complimentary breakdown cover, we may send a few letters to inform individuals that their cover is ending and to offer them ongoing cover with RAC

Legitimate interest

Business marketing: We send marketing for our business services to businesses.

Legitimate interest

Online advertising: We use information about which of our websites and apps you visit, what products and services you browse and buy and your customer history to ensure that the advertising you see from us is as timely and relevant as possible. We also use this information to improve our website experience.

Legitimate interest

Creating campaigns and strategies: We use information about you to create specific marketing communications that are tailored, useful and timed appropriately.

Legitimate interest

Whether RAC Motoring Services, RAC Financial Services Limited or RAC Insurance Limited is the data controller will depend on which business is responsible for the marketing.

For each different purpose for which we use your data, we need to have a lawful basis. The different lawful bases are set out in the UK Data Protection regulation and the General Data Protection Regulation. The one we’re relying on is:

  • Legitimate interest: We rely on this basis when our use of your data is necessary for the purposes of our legitimate interest which does not unduly impact you rights and freedoms. This legal basis is set out in article 6(1)(f) of the UK Data Protection regulation and the General Data Protection Regulation.
  • Consent: We rely on this basis when you have provided your consent for a specific purpose. This legal basis is set out in article 6(1)(a) of the UK Data Protection regulation and the General Data Protection Regulation.

The information we collect

The information which we collect about you for the purpose of marketing will include:

Information about you


Category of information


Marketing preferences

Your preferences for the marketing you would like to receive from us.

Marketing engagement

Your marketing responses if you open an email from us and click on a link to view products or offers, when you provide marketing permission or if you opt out of receiving emails from us.

Lifestyle information

We use marketing segmentation data, typically information about family and domestic information, provided to us from third parties.

The information which we collect about you is your name, contact details, your marketing preferences, the history of our marketing activity with you and your engagement with our marketing.

How we get your information

• From you: For example, where you provide your name, contact details and marketing preferences through the purchase of an RAC product, or visit to our website.

• Our partners: Where we provide a service to you through your relationship with one of our partners, our partner will provide us with your information.

• Data services providers, such as data service organisations, who collect demographic data and publicly available information which is used to help us improve and tailor our products and services or information used to identify products and services that we believe you may be interested in.

How long we keep your information

The RAC keeps your personal information for as long as the law requires, according to the rules and regulations.

Who we share your information with

We will use email, telephone, SMS, post and social media i.e. Facebook or Google to inform you about these products and services.

Using a Device ID for advertising

We collect a device identifier when you use the myRAC app for advertising purposes. This can be matched to you, and is used for marketing and analytics. It is shared with third parties (e.g. Google and Facebook) and is used to present personalised marketing suitable for you on their platforms.


You can reset your advertising ID in your mobile device’s settings. Resetting your advertising ID erases all data previously associated with it, meaning you will no longer receive personalised adverts.

  • Open Google Settings
  • Go to 'Privacy > Ads'
  • Tap on 'Reset Advertising ID'
  • Confirm the reset


You can turn off personalised ads which use your advertiser ID in your mobile device's settings. Turning off personalised ads will reduce the number of relevant ads to you but will not reduce the number of ads you receive.

  • Open Settings
  • Go to 'Privacy & Security'
  • Tap on 'Apple Advertising'
  • Toggle off 'Personalised Ads'

Your rights relating to marketing

You have the right to ask us not to use your personal information this way at any time. If you would prefer not to receive this information from us and have not previously advised us of this, please let us know using any of the methods detailed below;

By clicking on ‘UNSUBSCRIBE’ in any emailed marketing message you receive

By telephone when you call our customer contact centre on - 0333 202 1877

Sending us an email at - [email protected]

By post to: Data Protection Officer, RAC, Great Park Road, Bradley Stoke, Bristol, BS32 4QN.

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