Privacy Policy

This privacy policy applies to visitors to the Dynamic Assistance Limited and associated Group of Companies websites and or any applications or electronic services offered by the group.

References made throughout this privacy policy to “The Group” include but are not limited to Amber Claims, Amber Assist, Amber Matics, Amber Go, Amber Creative Amber Angels.

The aim of this policy is to set out the basis upon which any personal data that the group collects from you or such information you may provide, will be processed.

Please ensure you read the following information carefully to understand the group practices regarding your personal data and how the group will process/handle the same.

The data controller is Dynamic Assistance Ltd, a company registered in England and Wales under companies house registration number 07760306 registered office 300 St Marys Road, Garston Liverpool L19 0NQ.

All information provided/supplied by you to the group will be safeguarded by relevant data protection laws including General Data Protection Regulation [GDPR], along with any/all subsequent data protection legislation in force and also in accordance with our privacy policy.

How is my information used? What is the information collected used for?

The primary reason the group may require information about you is to allow us to deal with our enquiry and to carry out your requests. 

Typical examples of information routinely required includes, however, is not usually limited to the following:-

Card Payments

Any/all payment information will be collected over a secure connection [compliant with the Payment Card Industry Data Security].  All payment transactions will be encrypted, and used solely for processing payments.  The group retains no records of payment card details directly. 

The Group may store your information in our database indefinitely following conclusion of your account with us to the maximum extent permitted by law.

Apps [Mobile Applications]

Should you decide to download one of our mobile applications, or access one of our mobile optimised sites the group may receive information about your location and your mobile device including but not limited to device identifier.  In appropriate scenarios the group may use this information to provide location based assistance and services such as incident response, incident location identifying etc. 

By submitting your personal information to the group you are deemed to have agreed to the terms set out within this policy relating to the use of your data.


All/any information we may hold about you will be processed by employees of the group [UK based]. The Group may use data processes from time to time based in and outside of the EEA for a range of services including, but not limited to administrative services.   In such scenarios the group ensure that all requisite safeguards and specific contractual terms are in place and agreed.

If appropriate, personal information may be retained for monitoring and compliance purposes.

Data Timeframes

Once your business relationship has ended with the group your data will be securely deleted in accordance with our in house policies and procedures.

Sensitive Personal Data

The Group may require notification of any disabilities or health conditions you have to ensure we are aware of any such conditions and can adequately accommodate any specific needs or requirements you may have.  In law this information is known as sensitive personal data.  Please note the group require your explicit consent to process any such information.

Data Storage

All/any information which you may choose to provide to the group is stored on our secure servers and/or those provided by third-party secure hosting providers, compliant with ISO 27001.

Once the group are in receipt of any information provided by you, this information will be subjected to strict policies, procedures.  Our security focuses firmly on preventing unauthorised access.


The group employees have limited access to restricted information necessary to only undertake tasks required by them.

The group have various procedural safeguards which comply with our legal responsibilities to ensure protection of your personal information. 


The Group work with partners to protect the security and privacy of all/any user information whilst in their control.


The Group ensure our teams are, on a regular basis, adequately trained and understand the importance of security.

Information Disclosure

The Group may disclose your personal information to third parties in scenarios including but not limited to the following:

  1. If we are under a legal duty to disclose or share your personal information to comply with any legal obligations, to enforce our terms and conditions etc 
  2. In the event that The Group acquires/sells businesses and/or assets, it may be necessary to include such information to the buyer or seller.
  3. In the event The Group outsource activities to third party partners who meet strict criteria requirements.
  4. External Auditors
  5. Regulatory Bodies
  6. ID Verification Providers

Know your Rights

In accordance with data protection legislation you have various rights regarding the use of your personal data, including the following:-


You have the right to obtain from The Group confirmation of the personal data which is being processed about you and may obtain a copy of the aforementioned free of charge.


You have the right and may ask us at anytime to correct any inaccurate and/or incomplete data which we hold.

The Right to be Forgotton

You may ask The Group to erase personal data.  If you request for personal data to be erased our business relationship with you would cease, as it is not possible to provide our services without processing your data.

The Right to  Object

You do have the right to restrict the processing of your persona data in certain circumstances, including scenarios where you have disputed the accuracy of any such data while being verified by the group.

Data Portability

The Group will provide certain data you have provided in a selected electronic format in the event you wish to transfer such data to another data controller.  You may also suggest The Group transmit this data directly to another organisation wherever this is practical.

Exercising your Rights

In the event you wish to contact us in relation to any of the rights set out above, or any part of this privacy policy please write to The Data Protection & Compliance Manager, Dynamic Assistance Limited, 300 St Marys Road, Garston Liverpool L19 0NQ.  Responses will be free of charge and usually received within one month.


In the event you wish to raise a complaint regarding how The Group have handled your personal data relating to your rights as set out above please write to The Data Protection & Compliance Manager, Dynamic Assistance, 300 St Marys Road, Garston Liverpool L19 0NQ.  Our team will proceed to investigate your concerns immediately upon receipt.  Responses are usually received within fourteen days.

In the event you are not satisfied with the response provided by The Group you can complain to the ICO - Information Commissioners Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF.

The Group reserve the right to change/amend this notice by updating to reflect all/any changes in the law and/or our privacy policy and procedures.

Please review this notice regularly to ensure you are aware of any changes.