Data rights are an important tool for empowering data subjects and balancing data processing against users’ rights and freedoms. However, there are many barriers to individuals being able to exercise these rights when using or interacting with connected tech, ranging from product design to digital literacy and resources. Users must be given clear information about, and a fair chance to understand, the basis on which their data is used, the implications for their digital rights, the benefits and risks, and how to consent, object and how to exercise these rights.