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 [1]. However, most people are not aware of privacy and security risks. This is particularly relevant for the Internet of Things (IoT) which is increasingly ubiquitous 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 user behaviours and contexts to improve security and privacy, and follows the privacy by design approach. UPRISE-IoT 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 user awareness, to ensure that their behaviour does not compromise their privacy, and we provide new tools to control data collection in the IoT.