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Legal

Privacy Policy

Last updated: 27 September 2026

Ultima Ratio Ltd ("we", "us", or "our") is committed to protecting and respecting your privacy. This Privacy Policy explains how we collect, use, store, and protect your personal information when you visit our website or contact us. It is written to comply with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

1. Who we are

Ultima Ratio Ltd is a UK-based private ambulance service. We are the data controller for the personal information you provide to us.

2. What personal data we collect

We may collect the following information:

  • Your name, email address, phone number, and any message you send through our contact form or by email.
  • Technical data such as your IP address, browser type, device information, and pages visited while using our website.
  • Information from cookies and similar technologies, where you have consented to their use.

3. How we use your personal data

We use your data for the following purposes:

  • To respond to enquiries, membership requests, and service questions.
  • To provide and improve our drone-based ambulance services and website experience.
  • To keep records of communications and comply with legal or regulatory obligations.
  • To send you information you have requested or agreed to receive.

4. Lawful basis for processing

We process your personal data under one or more of the following legal bases:

  • Consent: when you submit a contact form or agree to cookies.
  • Legitimate interests: to operate our website, respond to enquiries, and improve our services.
  • Legal obligation: to comply with laws, regulations, or court orders.
  • Contract: when processing is necessary to provide a service you have requested.

5. Sharing your data

We do not sell your personal data. We may share it with trusted third-party service providers who help us operate our website, manage communications, or comply with legal obligations. These providers are required to keep your data secure and only process it for the purposes we specify.

6. International transfers

We generally process data within the UK and European Economic Area (EEA). If any data is transferred outside the UK or EEA, we ensure appropriate safeguards are in place, such as approved standard contractual clauses or an adequacy decision, in accordance with UK GDPR requirements.

7. Data retention

We keep your personal data only for as long as necessary to fulfil the purposes for which it was collected, including legal, accounting, or reporting requirements. When we no longer need your data, we securely delete or anonymise it.

8. Your rights

Under UK data protection law, you have the right to:

  • Access a copy of the personal data we hold about you.
  • Request correction of inaccurate or incomplete data.
  • Request deletion of your data in certain circumstances.
  • Object to or restrict certain types of processing.
  • Withdraw consent at any time, where processing is based on consent.
  • Request transfer of your data to another party, where applicable.
  • Lodge a complaint with the Information Commissioner’s Office (ICO).

To exercise any of these rights, please contact us using the details above. We may need to verify your identity before processing your request.

9. Security

We take appropriate technical and organisational measures to protect your personal data from unauthorised access, loss, misuse, or alteration. However, no method of transmission over the internet is completely secure, and we cannot guarantee absolute security.

10. Cookies and tracking

Our website may use cookies and similar technologies to improve functionality and understand how visitors use the site. You can control cookies through your browser settings. Where cookies are not strictly necessary, we will ask for your consent before placing them.

11. Changes to this policy

We may update this Privacy Policy from time to time. Any changes will be posted on this page with an updated “Last updated” date. We encourage you to review this policy periodically.

12. Contact us

If you have any questions about this Privacy Policy or how we handle your personal data, please contact us: