Protection of data relating to EU consumers in the IoT age

Recently opened IoT consultations that also include the need to gain insight into privacy-related concerns and the announced action of the European Commission in the area call for consideration of activities taken so far in the EU in the relevant area of RFID, as well as in the area of personal data protection in general. This paper contributes to current discussions on the subject from the viewpoint of data protection with the analysis of relevant consumer concerns and action as well as governance activities and other initiatives at EU level towards raising awareness and trust on the IoT (and RFID). Special emphasis is placed on discussion of mechanisms ensuring integration of data protection principles into data processing systems and technology, and the requirements of consistency in early identification of data protection risks and appropriate management thereof. Especially in light of the upcoming accession of the Republic of Croatia to the EU, the paper aims to contribute to the understanding of relevant legal-regulatory issues and development of legal doctrine in this area in Croatia. It is also intended to help foster a dialogue among national stakeholders towards development and implementation of appropriate interdisciplinary research programs in the field.