In developed countries, the protection of personal data is considered one of the most important modern human rights. Most people can no longer imagine life without the latest technologies and their impact on their personal lives. The use of smart technologies covers an increasing number of areas, which affects the growth of personal data flows. As more and more personal data is in circulation, it is necessary to take the strictest data protection measures. Different countries apply different data protection regulations, but there is a general understanding that such a large amount of data poses a high risk of data security breaches. Therefore, this study aims to assess how the unlawful use of personal data in the field of smart technologies violates consumer rights. The analysis revealed that most often consumers encounter violations related to the right to informed consent, the right to be forgotten and the right to data reduction. In order to ensure the safe use and collection of personal data, it is necessary to improve consumer consent processes, promote cross-border cooperation and educate consumers about the value, risks and importance of personal data.