I told my friend I was looking at coffee tables, and later that week my smart TV started showing me ads for coffee tables. That’s not a coincidence. It’s also not your TV listening to you through the microphone. It’s something sneakier.

What’s actually happening

Most smart TVs use a thing called automatic content recognition, or ACR. It watches what you watch, down to the specific show and ad, and sends that data back to the manufacturer. They build a profile of your viewing habits and sell it to advertisers. That’s why the ads feel psychic.

How to turn it off

1. Open your TV’s settings and look for a privacy menu. The exact name changes by brand, but it’s usually under Settings, then Privacy or Support.
2. Find “automatic content recognition” or “viewing data” or “ad personalization” and turn it off.
3. Dig through every submenu. There’s often a separate “limit ad tracking” and “interest-based ads” toggle.
4. Decline the data-collection prompts when you first set the TV up, if it’s not too late.

More you can do

• Disable the voice assistant if you never use it. Voice-enabled remotes record and upload clips when triggered.
• Keep the TV disconnected from Wi-Fi and use a separate streaming stick you trust more.
• Check the privacy section of the manufacturer’s website for an opt-out form. Some let you delete the data they already have.

You can’t make a smart TV totally dumb without unplugging it, but you can shut off the part that’s watching.