The objective of the EU's General Data Protection Regulation (Algemene Verordening Gegevensbescherming) was to strengthen data protection and adapt it to the changed circumstances in the globalised and interconnected world. Amendments during the legislative process introduced some substantial improvements in the section on data subject rights. However, in the light of the fast-changing economic and technological environment, Helena Uršič noticed a gap between data subject rights when understood as law in the books and when applied in practice. By using the analysis of legal sources and academic literature, her thesis explores whether the data subject rights under the GDPR are effective in the data-driven economy, and if not, what are possible solutions to overcome the shortcomings.