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The potential impact of contemporary Information and Communication Technologies on users' privacy rights is regarded as being among their most evident negative effects. In fact, the recent advances in mobile communications, location and sensing technologies as well as data processing, are boosting the deployment of context-aware personalized services and the creation of smart environments, but at the same time, they pose a serious risk on individuals' privacy rights. In order to address this issue, this paper provides a framework for settling the services privacy friendly. The presented approach focuses on specifying a methodology for adapting services to operate on top of a middleware system that incorporates and thus, enforces the privacy regulations, preventing to a great extent the disclosure of personal data to the service providers even if personal data is collected and services are used through pervasive, ubiquitous and wireless devices.