University students as members of Generation Z (late 1990s and early 2000s) have rich experience in living the digital life. Previous studies show that Generation Z cares about their privacy and is more apt than older generations to implement complex privacy and security measures, but they are also more willing to compromise their privacy if they see any benefit. The aim of this research was to examine digital privacy protection attitudes, knowledge and skills of university students in Croatia. Obtained results suggest that respondents appreciate their digital privacy, have a cautious attitude toward protecting their data and are self-initiative regarding learning about digital privacy. However, their knowledge about digital privacy is not comprehensive and uniform, nor are their strategies of digital privacy protection. Privacy protection on social networks gives a better impression, which can be connected with the practice of frequent use of social networks and the need to maintain a certain image online. The above is also supported by data that the majority of respondents consider the publication of content in which they appear without their consent to be a very serious violation of their privacy. Furthermore, 65% of respondents would like to receive additional education on digital privacy.