Many smart TVs can recognize what’s on screen and report it back for advertising. You can usually turn that off, if you know where to look.
A smart TV isn’t just a screen. Many are also data-collection devices, and the setting that controls the biggest data stream often has a friendly name that hides what it does.
How viewing tracking works
Automatic content recognition, or ACR, takes small samples of what’s on screen and matches them against a database. That can identify not only TV apps but also what’s playing through a cable box, game console or streaming stick plugged into the TV. The resulting viewing data can be used for recommendations and for targeting and measuring ads.
The case that put it on the map
In 2017, TV maker Vizio agreed to pay $2.2 million to settle charges from the Federal Trade Commission and the New Jersey attorney general. They alleged that Vizio’s software collected viewing data from about 11 million TVs without viewers’ knowledge or consent. The settlement required clear disclosure and consent before collecting viewing data.
Today, TV makers generally ask for consent during setup, but the wording can be vague, and it’s easy to agree without realizing what you’ve turned on.
The settings to check
Names vary by brand, so look in the TV’s Privacy, Terms & Policies or Advanced settings for options such as:
- Viewing information or content recognition. Turn it off to stop ACR.
- Interest-based or personalized ads. Turn them off, or reset the advertising ID.
- Voice recognition. Turn it off if you don’t use voice search, or review and delete stored recordings.
- Usage and diagnostics data. Limit what’s shared where the TV allows it.
Worth doing
Review these settings again after major software updates and whenever you reset the TV. Some settings can return to their defaults.
Streaming devices are separate
If you watch through a streaming stick or box, it collects its own data under its own settings. The same goes for apps signed in with your accounts.
Verdict
Smart TVs are fine to own, but the defaults favor advertisers. Ten minutes in the privacy menu changes that.
The same thinking applies to other connected gadgets: see smart speakers, plugs and the rest of the smart home. And if you’re paying for more streaming than you watch, start with the streaming subscription audit.
The essentials
- Automatic content recognition (ACR) lets a TV identify what you’re watching, even from other devices plugged into it.
- In 2017, Vizio paid $2.2 million to settle FTC and New Jersey charges over collecting viewing data without consent.
- Viewing-data, ad-personalization and voice settings can usually be switched off in the TV’s privacy menu.
- A TV doesn’t need to be online to show what’s on a connected streaming box or antenna.
Reader questions
Will turning off tracking break my TV?
Usually not. Apps and streaming keep working. You may see less personalized recommendations or ads.
Do streaming sticks and boxes collect data too?
Yes. They have their own privacy and ad settings, separate from the TV’s, so check both.
Should I just keep my smart TV offline?
It’s an option if you watch through a separate streaming device or antenna. You’ll miss built-in apps and software updates, so consider plugging it in occasionally to update.
We describe how services generally work; features, settings and terms change often, and they differ between companies. This is general information, not legal advice. Check the provider’s current policies and official sources such as FTC.gov.