Privacy Policy

Privacy Policy

YOUR PRIVACY, OUR PRIORITY!

FIRST CHOICE USED CARS TR LLC (Trade License No. 763502, Sharjah, UAE), operating as FIRST CHOICE CARS® ("we," "us," or "our"), is committed to protecting your personal data. This Privacy Policy explains what information we collect through www.firstchoicecars.com (the "Site"), how we use it, who we share it with, how long we keep it, and your rights under the UAE Personal Data Protection Law (Federal Decree-Law No. 45 of 2021, the "PDPL"). By using our Site, you acknowledge that you have read and understood this Privacy Policy.

Information We Collect

We collect personal data only when you voluntarily submit it through our forms or when it is automatically collected during your visit.

Information You Provide

Depending on the service you use, we may collect the following:

  • Contact Us — first name, last name, email, phone number, inquiry type, message
  • Book a Test Drive — first name, last name, email, mobile number, preferred date and time, vehicle of interest
  • Book an Appointment — first name, last name, email, mobile number, appointment type, preferred date and time, notes
  • Sell Your Car — title, first name, last name, email, mobile number, vehicle details (make, model, trim, year, mileage, condition, service history), expected price
  • Trade-In Your Car — title, first name, last name, email, mobile number, your vehicle details, expected price, desired replacement vehicle
  • Finance Eligibility Check — title, first name, last name, email, mobile number, monthly salary, existing loan instalments, credit card limits, salary payment method, employer details
  • Request a Car — title, first name, last name, email, mobile number, vehicle preferences (make, model, year, colour, engine), budget range, payment type
  • Consign Your Car — title, first name, last name, email, mobile number, vehicle details, asking price, mortgage status
  • Newsletter — email address

Sensitive Data: Our Finance Eligibility Check form collects financial information (salary, loan obligations, credit card limits) solely to assess your financing eligibility. We do not use this data for any other purpose.

Information Collected Automatically

When you visit our Site, we automatically collect:

  • IP address — recorded with each form submission for security and fraud prevention
  • Browser type and version, operating system, and device information
  • Pages visited, referring/exit pages, date and time of your visit
  • User agent — recorded with form submissions for security purposes

This data is collected through server log files and analytics tools and is not linked to your personal identity unless you submit a form.

How We Use Your Information

We use the information we collect for the following purposes:

  • Responding to your inquiries — processing and replying to contact, test drive, appointment, and vehicle service requests
  • Providing vehicle services — facilitating sell, trade-in, consignment, and car request services
  • Finance eligibility assessment — calculating your debt-burden ratio (DBR) to determine financing options
  • Identity verification — sending one-time passwords (OTP) via SMS to verify your mobile number on service forms
  • Marketing communications — sending newsletters with car reviews, deals, and industry news (only if you subscribe; you may unsubscribe at any time)
  • Site analytics — understanding how visitors use our Site to improve its content, performance, and user experience
  • Advertising and remarketing — delivering relevant advertisements and measuring the effectiveness of our ad campaigns on platforms such as Google, Meta (Facebook/Instagram), and TikTok
  • Security and fraud prevention — protecting against spam, bots, and fraudulent submissions using CSRF tokens, bot detection, and form verification
  • Legal compliance — meeting our obligations under UAE law

Legal Basis for Processing

Under the UAE Personal Data Protection Law (PDPL), we process your personal data based on the following legal grounds:

  • Consent — newsletter subscriptions, marketing communications, and advertising cookies. You may withdraw consent at any time.
  • Contractual necessity — processing inquiries, vehicle service requests (sell, trade-in, consignment, test drive, appointment, car request), and finance eligibility assessments that you initiate.
  • Legitimate interest — site analytics, security and fraud prevention, and improving our services, where such interests are not overridden by your rights.
  • Legal obligation — retaining financial records as required by UAE law and complying with regulatory requirements.

Cookies and Tracking Technologies

Our Site uses cookies and similar technologies. Below are the specific cookies we set or that are set by services we use:

  • csrf_fcc_cookie — protects forms against cross-site request forgery (CSRF); essential for Site security; duration: session (regenerated on each request)
  • Session cookie — maintains your session when using forms or interactive features; duration: session
  • _ga — Google Analytics; distinguishes unique visitors for site analytics; duration: 2 years
  • _gid — Google Analytics; distinguishes visitors within a 24-hour period; duration: 24 hours
  • _gat — Google Analytics; throttles request rate; duration: 1 minute
  • _gcl_au — Google Ads; stores conversion data for ad clicks; duration: 90 days
  • _fbp — Meta (Facebook) Pixel; identifies browsers for ad delivery and measurement; duration: 90 days
  • _fbc — Meta (Facebook) Pixel; stores click identifiers from Facebook ads; duration: 90 days
  • _ttp — TikTok Pixel; identifies browsers for ad delivery and measurement; duration: 13 months

You can control cookies through your browser settings. Disabling essential cookies (CSRF, session) may prevent forms from working correctly. For more information about the cookies we use, email [email protected].

Third-Party Services

We use the following third-party services that may receive or process your data:

  • Google Tag Manager & Google Analytics (GA4) (Google LLC) — website analytics, tracking page views, user interactions, and site performance. Data shared: IP address, pages visited, device info, browsing behaviour (anonymised).
  • Google reCAPTCHA v2 (Google LLC) — bot and spam protection on Contact Us and Test Drive forms. Data shared: IP address, browser data, interaction patterns.
  • Google Maps (Google LLC) — displaying our showroom location on the Contact Us page. Data shared: your IP address when the map loads.
  • SMSGlobal (SMSGlobal Pty Ltd) — sending one-time passwords (OTP) for mobile verification on Appointment, Finance, Sell, Trade-In, Request, and Consign forms. Data shared: mobile phone number.
  • Mailchimp (Intuit Inc.) — managing and delivering newsletter emails. Data shared: email address, subscription source, country.
  • Google Ads (Google LLC) — conversion tracking and remarketing for advertising campaigns. Tracks form submissions, phone clicks, WhatsApp clicks, and email clicks as conversions. Data shared: IP address, browsing behaviour, conversion events, click identifiers.
  • Meta (Facebook) Pixel (Meta Platforms Inc.) — advertising measurement, audience building, and remarketing on Facebook and Instagram. Tracks page views, vehicle views, form submissions, and contact events. Data shared: IP address, browsing behaviour, conversion events, hashed email and phone number.
  • TikTok Pixel (ByteDance Ltd.) — advertising measurement and remarketing on TikTok. Tracks page views, vehicle views, and form submissions. Data shared: IP address, browsing behaviour, conversion events.
  • Cloudflare (Cloudflare Inc.) — content delivery network (CDN), DDoS protection, and image optimisation. Data shared: IP address, request data (processed in transit, not stored).

Each third-party service operates under its own privacy policy. We encourage you to review their policies: Google Privacy Policy, Meta Privacy Policy, TikTok Privacy Policy, SMSGlobal Privacy Policy, Mailchimp (Intuit) Privacy Policy, Cloudflare Privacy Policy.

Data Retention

We retain your personal data only for as long as necessary to fulfil the purposes for which it was collected:

  • Vehicle and service inquiries (contact, test drive, appointment, sell, trade-in, request, consign) — 3 years from the date of submission
  • Finance eligibility data (salary, loans, credit information) — 5 years to comply with UAE financial record-keeping requirements
  • Newsletter subscriptions — until you unsubscribe or request deletion
  • OTP verification records — 24 hours (codes expire within 60 seconds)
  • Google Analytics data — 14 months (configured in our GA4 settings)
  • Server log files — 90 days

After the retention period, data is securely deleted or anonymised.

Data Security

We implement appropriate technical and organisational measures to protect your personal data, including:

  • SSL/TLS encryption — all data transmitted between your browser and our Site is encrypted via HTTPS
  • CSRF protection — all forms are protected with randomised cross-site request forgery tokens
  • Bot protection — Google reCAPTCHA (Contact Us, Test Drive) and OTP verification (service forms) prevent fraudulent submissions
  • Access controls — personal data is accessible only to authorised staff on a need-to-know basis
  • Cloudflare security — DDoS protection and web application firewall

While we take reasonable precautions, no method of transmission over the internet is 100% secure. We cannot guarantee absolute security of your data.

Your Rights Under UAE Data Protection Law

Under the UAE Personal Data Protection Law (Federal Decree-Law No. 45 of 2021), you have the following rights:

  • Right of access — request a copy of the personal data we hold about you
  • Right to correction — request correction of inaccurate or incomplete data
  • Right to deletion — request deletion of your personal data where it is no longer necessary for the purpose it was collected
  • Right to restrict processing — request that we limit how we use your data
  • Right to data portability — request your data in a structured, machine-readable format
  • Right to object — object to processing of your data for marketing purposes
  • Right to withdraw consent — withdraw your consent at any time where processing is based on consent

To exercise any of these rights, email us at [email protected]. We will respond to your request within 30 days. We may ask you to verify your identity before processing your request.

Data Breach Notification

In the event of a personal data breach that is likely to result in a risk to your rights and freedoms, we will notify the UAE Data Office without undue delay and, where required by the PDPL, inform affected individuals. Notifications will include the nature of the breach, the data affected, the measures taken to address it, and steps you can take to protect yourself.

Automated Decision-Making

Our Finance Eligibility Check uses an automated calculation to estimate your debt-burden ratio (DBR) based on the financial information you provide. This result is a preliminary indication only and does not constitute a binding financial decision. Final financing decisions are made by our partner banks and financial institutions through their own assessment processes. You have the right to request human review of any automated assessment by contacting us at [email protected].

Children's Privacy

Our Site and services are intended for individuals aged 18 and above. We do not knowingly collect personal data from anyone under 18 years of age. If you are a parent or guardian and believe your child has submitted personal data through our Site, please contact us at [email protected] and we will promptly delete such information.

International Data Transfers

Some of our third-party service providers (Google, SMSGlobal, Mailchimp, Cloudflare) may process your data outside the UAE. Where this occurs, we ensure that appropriate safeguards are in place in accordance with the PDPL to protect your personal data.

Policy Scope

This Privacy Policy applies only to personal data collected through www.firstchoicecars.com. It does not apply to information collected in person at our showrooms, over the phone, or through third-party websites linked from our Site. We encourage you to review the privacy policies of any external sites you visit.

Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. The updated policy will be posted on this page with a revised "Last Updated" date. We encourage you to review this page periodically.

Contact Us

If you have questions about this Privacy Policy or wish to exercise your data protection rights, please contact us at [email protected], visit our Contact Us page, or write to us at Showroom No.70, Souq Al Haraj, Al Ruqa Al Hamra, Sharjah, UAE.

Last Updated: March 25, 2026