Privacy Notice
Last updated: 13 July 2026
This notice explains how Altura Advisory ehf. collects and uses personal data through altura.is.
It applies when you:
- visit the website;
- contact Altura by email or telephone; or
- ask to receive updates.
A separate privacy notice may apply where Altura provides services to a client.
Who is responsible for your data?
Altura Advisory ehf. is responsible for the personal data described in this notice.
This means Altura decides why and how that data is used.
Questions about privacy or the use of personal data may be sent to:
What data does Altura collect?
The data collected depends on how you use the website.
Information you provide
Altura may collect:
- your name;
- your work email address;
- your telephone number;
- the company you work for;
- information included in emails or other communications; and
- your communication preferences.
Please do not send confidential, sensitive or unnecessary personal information via email.
Information collected automatically
When you visit the website, limited technical information may be collected, including:
- IP address;
- browser type;
- device type;
- operating system;
- pages visited;
- date and time of access; and
- cookie or analytics identifiers.
Non-essential cookies and analytics tools are used only where required consent has been provided.
More information is available in the Cookie Notice.
Why does Altura use personal data?
Altura uses personal data for the purposes described below.
To respond to enquiries
Contact details and message content are used to review and respond to enquiries.
The legal basis is Altura's legitimate interest in communicating with people who contact the business and, where relevant, taking steps before entering into a contract.
To operate and protect the website
Technical information may be used to:
- deliver the website;
- maintain security;
- prevent misuse;
- diagnose faults; and
- understand technical performance.
The legal basis is Altura's legitimate interest in operating a secure and functional website.
To understand website use
Where analytics tools are enabled, information may be used to understand how visitors use the website and where it can be improved.
Where required, this processing is based on consent.
Consent may be withdrawn at any time through the website's cookie settings.
To send requested updates
Where you ask to receive updates, Altura may use your contact details to send information about relevant legal, regulatory or technology topics.
This processing is based on consent.
You may unsubscribe at any time.
To meet legal requirements
Personal data may be used where necessary to:
- comply with applicable law;
- respond to a lawful request;
- establish or defend legal claims; or
- maintain required records.
The legal basis is compliance with a legal obligation or Altura's legitimate interest in protecting its legal rights.
Is providing the data required?
You may browse the main parts of the website without submitting personal data.
Some information is needed if you contact Altura. Without it, Altura may not be able to review or respond to the enquiry.
Who receives personal data?
Access within Altura is limited to those who need the information for the relevant purpose.
Altura may also use service providers for:
- website hosting;
- email;
- website security;
- analytics;
- contact-form delivery; and
- technical support.
These providers may process personal data only for the agreed service and under appropriate contractual and security requirements.
Personal data may also be disclosed where:
- required by law;
- required by a court or competent authority;
- necessary to protect legal rights; or
- connected with a proposed sale, restructuring or transfer of the business.
Altura does not sell personal data.
Where is personal data processed?
Altura aims to use providers that process personal data within the European Economic Area.
Some providers may process data outside the EEA.
Where personal data is transferred outside the EEA, Altura uses a lawful transfer mechanism where required. This may include:
- an adequacy decision;
- standard contractual clauses approved by the European Commission; or
- another transfer mechanism permitted by data protection law.
Additional safeguards are applied where necessary.
How long is personal data kept?
Personal data is kept only for as long as needed for the purpose for which it was collected.
As a general rule:
- contact enquiries are retained for up to two years after the last communication;
- unsuccessful or irrelevant enquiries may be deleted sooner;
- marketing information is retained until consent is withdrawn or the information is no longer needed;
- cookie and analytics data is retained for the period stated in the Cookie Notice; and
- information needed for legal claims or compliance may be retained for the applicable legal period.
Data may be kept for longer where required by law or where necessary to establish, exercise or defend a legal claim.
Your rights
Depending on the circumstances, you may have the right to:
- receive information about how your data is used;
- request access to your personal data;
- ask for inaccurate data to be corrected;
- ask for data to be deleted;
- ask for processing to be restricted;
- object to processing based on legitimate interests;
- receive certain data in a portable format;
- withdraw consent at any time; and
- submit a complaint to Persónuvernd, the Icelandic Data Protection Authority.
These rights are not absolute. Whether a right applies depends on the circumstances and the legal basis for the processing.
Withdrawing consent does not affect processing carried out before consent was withdrawn.
Requests may be sent to:
Altura may need to confirm your identity before responding.
Complaints
Questions or concerns should first be sent to:
You may also submit a complaint to Persónuvernd if you believe your personal data has not been handled in accordance with data protection law.
Changes to this notice
This notice may be updated where the website, data use or legal requirements change.
The latest version will be published on this page with the date of the update.
This notice explains how personal data is used. It does not form part of a contract.