Data privacy concerns ‘‘the claim of individuals, groups, or institutions to determine for themselves when, how, and to what extent information about them is communicated to others’’. However, most of the people are not aware about privacy and security risks. This is particularly relevant for the Internet of Things (IoT), which are omnipresent in our day-to-day, and thus can become very privacy-intrusive. On one side, this problem can slow-down IoT development, on the other side it is essential to make users gain control over data generated and collected by the IoT devices surrounding them, and to adopt a privacy-by-design approach for the IoT. UPRISE-IoT takes a fresh look at the IoT privacy space by considering a user-centric approach. It builds upon the user behaviours and the user context to improve security and privacy, and realizes privacy preserving data collection and processing to that end. UPRISE-IoT approach improves data transparency and control, as users are informed about the data that are being collected in a user-friendly manner, and have the option to oppose it. We raise a new awareness in the users, so that their behaviour does not compromise the security and we offer to the users the tools to control their privacy in the IoT.