The Internet of Things (IoT) is a ubiquitous system that incorporates not only the current Internet of computers, but also smart objects and sensors. IoT technologies often rely on centralised architectures that follow the current business models. This makes e cient data collection and processing possible, which can be beneficial from a business perspective, but has many ramifications for users privacy. As communication within the IoT happens among many devices from various contexts, they need to authenticate each other to know that they talk to the intended party. Authentication, typically including identification, is the proof of identity information. However, transactions linked to the same identifier are traceable, and ultimately make people also traceable, hence their privacy is threatened. We propose a framework to counter this problem. We argue that applying attribute-based (AB) authentication in the context of IoT empowers users to maintain control over what data their devices disclose. At the same time AB authentication provides the possibility of data minimisation and unlinkability of user transactions. Therefore, this approach improves substantially user privacy in the IoT.