Within the framework of Dutch smart mobility projects, a lot of (personal) data is shared. Participants in these projects – market and government – believe that this is anonymized data. However, this seems unlikely given the ‘reasonable means’ available to de-anonymize the data. The government’s solution of limiting “reasonable means” through internal measures is inadequate and undermines data protection. So should innovation through data sharing be stopped? We believe not. The trusted third-party arrangement may offer a solution, although this interim solution proposed in 2012 needs some refreshing.