The concept of the Internet of Things (IoT) is still relatively nascent in society, as are the regulations that accompany IoT. At the heart of IoT is the use of data captured by the sensors, whether that be personal data or proprietary data. This data is processed by the cloud and is used to inform decision making and actions driven by the actuator. Particularly where sensitive data is concerned, IoT can put the privacy of individuals at risk. Examples discussed include Alexa, the Amazon virtual assistant, and connected pacemakers. IoT devices do provide many benefits, from convenience in the home, to tracking health and well-being. However, consumers are often blind to the risks associated with the sharing of personal data, until a big breach of that data occurs. It is thus the responsibility of technology organisations and governments to come together to educate society about the value of their personal data and be more transparent about the way in which they process the data. The European Union’s General Data Protection Regulation (GDPR) is a step in the right direction; however, other nations need to adopt similar rules to ensure the privacy of individuals is protected.