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You can reduce what a smart TV collects by turning off viewing-data and ad-personalization options you do not want, removing unused apps, and keeping the TV’s software updated. The main feature to check is Automatic Content Recognition (ACR), which can identify viewed content; that is different from evidence that a TV is secretly watching you through a camera or recording conversations. These steps reduce specific collection and security risks, but they cannot guarantee that a connected TV collects no data.
What smart TV “spying” can mean
Smart TV privacy concerns cover several different functions, and each calls for a different response:
- Viewing measurement: Automatic Content Recognition (ACR) can identify content playing on a TV using content-derived signatures. Depending on the service, viewing data may include what was watched, how long it was watched, and device or network identifiers.
- App data collection: Streaming and other apps may collect behavioral information. The FTC warns that some apps can collect data even when you are not actively using them.
- Voice features: Voice recognition may process requests when enabled. Its settings and behavior depend on the TV and feature.
- Cybersecurity: Like other internet-connected devices, a TV or connected streaming device can be exposed to compromised software or apps.
ACR should not be treated as proof of hidden-camera surveillance or ambient audio recording. Samsung says its ACR feature does not record or watch displayed content; LG describes its ACR as audio fingerprinting and says that feature does not collect screenshots, images, video recordings, or audio and voice recordings. Those are each company’s statements about its own service, not a rule for every manufacturer.
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On the TV, open its privacy, terms, or advertising settings. Look for labels such as Viewing Information, Viewing History, Automatic Content Recognition, Personalized Advertising, or Voice Recognition. Turn off the options that do not fit your preferences. The FTC recommends reviewing a TV’s tracking settings, but menu names and the effects of a setting vary by manufacturer, model, software version, and region.
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Changing a viewing-data option may affect recommendations or other viewing features. Read the description shown on your TV before confirming a change. If the setting is hard to locate, use the support information and privacy notice for your exact model rather than assuming another model’s menu instructions apply.
Samsung example
Samsung says its optional ACR feature runs when a user opts into Viewing Information Services during setup or enables it later, and that preferences can be changed in the TV’s Settings menu. Samsung says ACR can generate signatures and may collect viewing history, TV identifiers, and IP address. Consult Samsung’s ACR support information and the privacy notice displayed for your own TV.
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LG example
LG says its optional ACR is off by default and can be switched off in TV settings. LG also says voice recognition is off by default; some supported models may have a hardware microphone switch. LG’s statement, “Understanding Privacy on LG Smart TVs,” applies to LG products and should not be used as directions for another brand.
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Remove apps the household no longer uses. The FTC notes that apps may collect behavioral information even when they are not in active use, so deleting an unused app can reduce that app’s opportunity to collect data. Review the apps installed on the TV itself as well as any connected streaming device.
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Keep the TV and its apps safer
Install firmware and software updates when they are available, and update companion apps. The FTC recommends keeping connected devices current. In a June 5, 2025 alert, the FBI warned that some connected devices, including TV streaming devices, were compromised in BADBOX 2.0-related activity. The FBI advises avoiding unofficial app marketplaces and updating software and firmware.
- Use official app stores; avoid unofficial marketplaces and suspicious “free content” streaming apps or devices.
- Disable TV features and services you do not use, and disconnect older connected devices that are no longer needed.
- Secure your home router and review which devices are connected to your network. This helps with network security, but does not by itself turn off ACR.
The FTC’s connected-device security guidance covers updates, unused features, router security, and checking devices on your network. The FBI’s June 2025 alert provides details on BADBOX 2.0 risks.
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What independent testing found—and what it did not
A 2024 study tested network traffic on selected Samsung and LG TV platforms. Its authors observed ACR traffic in tested linear-TV and HDMI scenarios, but not in the tested third-party streaming-app scenarios. They also reported that opting out stopped ACR network traffic in their tests and found differences between US and UK behavior. The findings apply to the TVs, software, inputs, and locations studied; they do not establish how every brand, model, market, or future software version behaves. Read the paper, Watching TV with the Second-Party: A First Look at Automatic Content Recognition Tracking in Smart TVs.
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