Nowadays electronic communication networks and digital services are an essential part of an increasing number of everyday commodities. In the era of automated profiling and electronic surveillance, citizens face a serious threat against their right to privacy and informational self-determination, especially when using the internet and mobile services. The lack of transparency regarding the functionality and interconnection of such services increases the risk of uncontrollable processing of personal data. In this regard, the upcoming Data Protection Regulation will be a useful instrument to protect the privacy of individuals. However, for its successful implementation, this new framework needs to be enforced by proper technologies and encompassed with sustainable business models along with mechanisms to promote privacy awareness and help users to understand the value of their data. In the light of the upcoming data protection regulation and the European digital agenda, DG CONNECT, ENISA and, Goethe University Frankfurt is organizing APF 2016.