Smart TV Privacy Settings You Need to Change Now
I bought a new TV last year and skipped through the setup screens like everyone does — agree, agree, agree, yes just let me watch something. Six months later I found out my TV had been tracking everything I watched and sending that data back to the manufacturer.
Smart TVs are cheap because they make money from your viewing data. The hardware is sold near cost, and the profit comes from advertising and data collection. You cannot stop all of it without disconnecting from the internet, but you can turn off the worst offenders.
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Turn Off ACR — Automatic Content Recognition
ACR is the main privacy problem. It takes screenshots of what you are watching — cable, streaming apps, Blu-rays, game consoles — and sends them to the TV company’s servers for analysis. They identify the show, the ads, even the specific episode, and sell that data to advertisers.
Every brand calls ACR something different. Samsung calls it “Viewing Information Services.” LG calls it “Live Plus.” Sony calls it “Samba TV.” Vizio calls it “Viewing Data.” Search your TV’s settings for these terms and turn them off. On most TVs, it is buried under Settings → Privacy or Settings → Terms & Policies.
Limit Ad Tracking
Like phones, smart TVs have an advertising ID that tracks your behavior across apps. Find the “Limit Ad Tracking” or “Reset Advertising ID” option and turn it on. This does not stop ads — it stops them from being personalized based on your watching habits.
While you are in the settings, deny permission for anything labeled “Interest-Based Ads” or “Personalized Ads.” These are the same thing with friendlier names.
Disable Voice Assistants If You Do Not Use Them
TVs with built in microphones — for voice search or Alexa integration — are always listening for their wake word. Samsung acknowledged that their voice data policy technically allows recordings to be shared with third parties. If you do not use voice control, turn off the microphone in settings or mute the physical switch if your TV has one.
My remote has a mic button I have never intentionally pressed. I turned it off. Nothing changed except my peace of mind.
Quick Summary: Turn off ACR — called “Viewing Information” or “Samba TV” or “Live Plus” depending on brand. Limit ad tracking. Mute the microphone if you do not use voice commands. Ten minutes in settings makes your TV a lot less creepy.