While most countries are currently facing accelerated urbanization and rapid population growth, new technologies are being developed in order to strengthen control and relieve the daily life of fast-growing communities. A well-known concept of ‘Smart City’ is a result of recent IoT development which has created a unique network integrating people and technologies via the Internet. In order for IoT to successfully improve people’s lives, it needs to process private data, which may raise a general concern among citizens of smart cities. In particular, the paper provides examples of smart mobility cases. The law should be able to protect people’s privacy and at the same time assist technological development. The reason behind such a critical need for protection is the negative impact of advanced technologies on primary human rights. The examples of such controversial effects will be shortly outlined further. This paper is aimed to seek a fair balance between data protection and innovation. By overviewing some data protection mechanisms, a question of law development in technologically advanced countries will be raised. The idea of two mutually exclusive approaches – individual-centred and public-focused – is outlined, although the chance to find a rational balance is not left out of the equation.