While many laws potentially influence the ownership, control of and access to ag data, there are many reasons behind farmers’ reluctance to engage in the sharing of their farm data. One key concern, the lack of transparency and clarity in data licences, has led to mistrust in the ag data relationship. While voluntary ag data codes of practice address some of the concerns, the recent expansion of privacy laws has been more effective in highlighting the responsibilities that data aggregators have in relation to the data they manage. To build trust in ag data sharing, farmers need to be empowered with tools and knowledge to help them change the current imbalance in their ag data relationships.