Your smart TV is essentially a data collection device that can also play Netflix and YouTube. And that's not an exaggeration. By default, your smart TV tracks what you watch, constantly uses the microphone, logs your location, and builds an ad profile that gets sold to third parties. All of this is technically mentioned somewhere in the privacy policy, but few people read it. The good news is that you can manage these privacy settings one by one, just as I did with my Google TV.
ACR is the first thing to turn off on any TV
Your TV is watching you watch TV
If there's one smart TV feature that invades your privacy more than anything, it's Automatic Content Recognition (ACR). Almost every smart TV has it, but most people don't know about it because it works silently in the background. ACR detects what you're watching on your TV, regardless of the streaming app you use. Your manufacturer can tell what movie or TV show is on. It can even identify content when you're watching cable TV, a Blu-ray disc, or gaming on a console like a PS5.
How does ACR work? It constantly captures a snapshot of whatever appears on the screen and compares it to the TV manufacturer's database. This happens every few seconds. So if something is on your screen, ACR is watching it. The collected data includes what you watch, when you watch it, and how long you stay on something before switching. This information is then sold to advertisers. Samsung calls its version "Viewing Information Services," LG labels it "Live Plus," while Amazon Fire TV simply calls it "Automatic Content Recognition." All these are enabled by default. The only good thing is that you can disable ACR through the TV's settings menu. Navigate to Settings > Privacy > ACR or similar options depending on your brand.
Your TV doesn't need access to microphone, camera, and location services
Less access means less data collection
Your TV is a display. Its main job is to show you content. So why give it 24/7 access to a microphone, camera, and location? Microphone access is required if you want to use built-in voice assistants or voice search, but the privacy trade-off is huge because your TV is always listening. This is not a conspiracy theory; it's how always-on detection works. Personally, I'd rather give up voice input for peace of mind. Many users disable the microphone through the settings or use the physical mute button on the remote.
Cameras are less common on TVs, but if your TV has one, you likely don't use it often. It sits there facing your couch. If the TV has a physical shutter, use it. If not, a piece of electrical tape works just as well. It may not look elegant, but it's effective. For location services, manufacturers use this data to get a rough idea of where you live and show targeted ads. You can disable these by going to Settings > Privacy on most TVs. This step significantly reduces the amount of personal information your TV collects.
Resetting advertising ID and switching to a private DNS can help too
Not the most exciting settings, but still important
Every smart TV gets assigned an advertising ID. It's a unique identifier that advertisers and ad networks use to track your device across apps and build a profile on you. You can reset this advertising ID to force your TV to generate a new one, erasing all data collected so far. On an Android TV, go to Settings > Privacy > Ads and choose "Reset advertising ID." This is a quick way to disrupt the tracking profile.
Private DNS is another effective privacy fix. By default, your TV uses the DNS server assigned by your ISP. That means your ISP can see every domain your TV tries to reach, every ad server it pings, and every analytics endpoint it contacts. Switching to a third-party DNS like Cloudflare or Quad9 removes that visibility from your ISP. Some DNS providers also help with ad-blocking or accessing geo-restricted content. To change DNS on an Android TV, go to Settings > Network & Internet > Wi-Fi or Ethernet > IP settings and choose "Static." Leave IP address and Gateway as they are, and enter your preferred DNS addresses in the DNS 1 and DNS 2 fields. For other brands, the steps are similar and can be found in the network settings.
Beyond the basics: additional privacy steps
Beyond these settings, consider disabling personalized ads entirely. Many smart TVs allow you to opt out of interest-based advertising. On Android TV, you might find this under Settings > Privacy > Ads > Opt out of Ads Personalization. Samsung's Smart TV has similar options under Settings > Support > Terms & Policy. You can also disable data sharing with third parties. This is often hidden in the privacy or legal settings menu. Another step is to review and revoke app permissions. Some apps may request access to the microphone or storage even though they don't need it. Go to Settings > Apps and check permissions for each installed app.
If you use a streaming device like Roku or Amazon Fire Stick, check their privacy settings separately. Roku has a feature called "ACR" that can be disabled under Settings > Privacy > Smart TV Experience. Amazon Fire TV offers similar options under Settings > Preferences > Privacy Settings. For Apple TV, privacy settings are more robust, but you can still limit tracking in Settings > Privacy > Tracking.
Historical context: Vizio was fined $2.2 million by the FTC in 2017 for collecting viewing data without consent. More recently, Roku and other brands have faced lawsuits over tracking practices. These cases highlight the importance of being proactive about privacy. Manufacturers have little incentive to make privacy easy, so you must take control yourself.
For those concerned about microphone privacy, consider using an external speaker or soundbar with voice control disabled. Some users unplug the TV from the internet and only connect when needed, though this sacrifices smart features. A network-level approach, such as blocking your TV's domain names on your router, can also prevent data collection. This requires some technical know-how but is highly effective. You can find lists of known tracking domains for your TV brand online and add them to your router's blocklist.
Finally, keep your TV's firmware updated. Manufacturers sometimes add new privacy settings in updates. However, be aware that updates can also introduce new tracking features, so review the change log when possible. Balancing convenience and privacy is an ongoing effort, but with these steps, you can significantly reduce the amount of personal data your smart TV collects.
Your smart TV is a complex device with many features beyond streaming. Privacy protection should be a priority. By disabling ACR, restricting microphone, camera, and location access, resetting your advertising ID, and using a private DNS, you reclaim control over your data. These steps are simple and take only a few minutes. The peace of mind you gain is worth the effort.
Source: MakeUseOf News