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The Roku TV privacy setting most likely meant by this headline is Automatic Content Recognition (ACR), found under Settings > Privacy > Smart TV Experience. Turning it off opts out of that content-recognition feature while it is disabled; it does not erase information Roku says was collected earlier or switch off every kind of advertising or personalization.
What ACR does on a Roku TV
Roku describes Automatic Content Recognition as a feature that creates an encrypted fingerprint from screen pixels and compares it with a content catalog. It can identify movies, shows, games, or ads viewed through streaming, an antenna, or other connected devices. Roku’s explanation is available in its More Ways to Watch support article.
Roku says ACR is not enabled out of the box. Check your own setting rather than assuming it is on. If you disable it, the change limits this particular recognition feature while it remains off; it is not a blanket opt-out from all Roku data collection.
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How to turn off Automatic Content Recognition
- Press Home on your Roku remote.
- Choose Settings from the left-hand menu.
- Open Privacy > Smart TV Experience.
- Highlight Automatic Content Recognition (ACR) and press OK to turn it off.
Roku says pressing OK again enables the setting. Menu wording or placement may vary by model or software version, so follow the privacy labels shown on your device if they differ. Roku also documents managing Smart TV Experience under Privacy Settings at my.roku.com; its online opt-out instructions say to toggle the setting twice until it returns to NO. The on-device route above is the clearest option.
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What switching ACR off does—and does not do
It does not delete previously collected information
Roku states that information collected or used while ACR was enabled is retained after you disable it. Switching off the feature is therefore an opt-out going forward, not a deletion request. Roku’s cited support article does not specify a retention period or explain a deletion-request process for that information.
It is separate from ad preferences
Roku has separate controls for sensitive ad categories. Those controls apply to certain non-video banner ads on Roku menus and screensavers, not video ads or ads shown inside partner apps; Roku also says some ads may be shown to all users. For the details and current controls, see Roku’s guide to managing ad preferences. Turning off ACR should not be understood as blocking all ads.
It may not switch off recommendations
Roku says its Home Screen can adapt to viewing, saved items, and ratings, and that viewing history informs recommendations. The support information does not establish exactly how disabling ACR affects those recommendations. Do not assume that the ACR switch stops all Home Screen personalization. Roku explains the Home Screen changes in its Home Screen support article.
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One feature has a stated U.S.-only limitation
Roku says More Ways to Watch is currently supported only in the United States and requires Smart TV Experience/ACR. That availability note applies to More Ways to Watch; it should not be read as a statement that Roku’s other privacy settings are U.S.-only.
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