Smart TV Privacy Settings: How to Stop Your TV Tracking You
What smart TVs collect, what ACR is, and how to switch off viewing data, ad tracking and voice recordings — without breaking your apps.
Product details change. Menus, features and model support described here reflect what was available when this guide was last reviewed on 5 October 2026. Check the manufacturer’s current specifications before you buy.
Smart TVs are computers with large screens, and most collect information about how you use them. Some of that is needed for features to work; some is used for advertising. The good news: you can switch off much of it in a few minutes without losing anything important.
Below, we walk through smart TV privacy settings: what’s collected, why, and how to limit it. If you’re still shopping, privacy is one of the factors in our smart TV buying guide.
What smart TVs typically collect
| Data | Used for |
|---|---|
| Viewing information (ACR) | Recommendations, ad targeting, audience measurement |
| App usage | Recommendations, product improvement |
| Voice recordings | Voice assistant requests, sometimes product improvement |
| Device and network info | Updates, troubleshooting |
| Advertising ID | Personalised ads across apps |
| Location (approximate) | Regional content, local channels |
What ACR is, and why it matters
Automatic content recognition (ACR) identifies what’s on your screen — including content from broadcast, games consoles or other HDMI devices — by periodically sampling the picture or audio and matching it against a database.
TV makers use ACR data for recommendations and targeted advertising. It’s usually switched on only if you agree during setup, often in a long list of terms. You can turn it off later.
ACR goes by different names: Viewing Information Services, Live Plus, Smart Interactivity, Interactive TV, Viewing Data and similar.
General steps for any TV
- Open Settings and look for sections named Privacy, Terms & Policies, General, Support or About.
- Find viewing data / ACR and switch it off.
- Find advertising settings — turn off interest-based ads and reset the advertising ID.
- Review voice settings — turn off voice recording storage or improvement programmes.
- Withdraw optional agreements you accepted during setup.
- Check streaming device and app settings separately.
Where to find the settings (by platform)
Menu names change between models and software versions, but these are the usual places:
Samsung (Tizen)
- Settings → Support → Terms & Privacy (or General → Terms & Privacy).
- Turn off Viewing Information Services and Interest-Based Advertisement.
- Review Voice Recognition and Privacy Choices.
LG (webOS)
- Settings → General → System → Additional Settings or Support → Privacy & Terms.
- Turn off Live Plus and ad personalisation.
- Review User Agreements and withdraw optional ones.
Comparing these two platforms? See Tizen vs webOS.
Google TV / Android TV
- Settings → Privacy: review usage & diagnostics, ads (delete or reset advertising ID, opt out of personalisation).
- Review Google account activity controls on your phone or computer.
- Check the TV maker’s own settings for viewing data — many Google TV TVs have a separate ACR option.
Roku TV and Roku devices
- Settings → Privacy → Advertising: limit ad tracking.
- Settings → Privacy → Smart TV experience: turn off use of information from TV inputs (on Roku TVs).
Fire TV
- Settings → Preferences → Privacy settings: turn off device usage data, app usage data and interest-based ads.
Voice assistant privacy
Voice remotes typically only listen when you press the voice button, but recordings may be stored. Check:
- Whether recordings are saved to your account, and delete them if you wish.
- Whether you’re enrolled in “help improve” programmes that allow human review.
- Whether any far-field microphones (built into some TVs) are enabled — many have a physical switch.
Cameras and microphones
Some TVs and accessories include cameras for video calls. Unplug or cover cameras you don’t use, and disable microphone access for apps that don’t need it.
Network-level options
- Keep the TV on your main or guest network, with a strong Wi-Fi password.
- Some routers can block known ad and tracking domains, but this can break features or apps — use with care.
- Keep the TV’s software updated for security fixes.
Router security tips are covered in best router settings for streaming.
The “dumb TV” option
You can use a smart TV without connecting it to the internet. Plug in a streaming device you’re comfortable with and use the TV purely as a display. You’ll miss TV software updates and built-in apps, but data collection by the TV itself is minimised.
What you lose (and don’t) by switching things off
| Setting turned off | What changes | What keeps working |
|---|---|---|
| ACR / viewing information | Fewer personalised suggestions on the TV home screen | All streaming apps, inputs and broadcast TV |
| Interest-based ads | Ads become less targeted (you may still see ads) | Everything else |
| Voice recording storage | Some voice personalisation may be reduced | Voice search and commands |
| Usage and diagnostics | Manufacturer gets less product data | All features |
| Optional user agreements | Some “smart” recommendations may disappear | Core TV functions, apps and updates |
For most people, the trade-off is very favourable: you keep everything you use and lose only some home-screen recommendations.
Re-check after updates
Major software updates can introduce new options or ask you to accept new terms. After a big update:
- Read any new agreement screens carefully — decline optional ones.
- Revisit privacy and advertising settings.
- Check voice settings again.
Privacy when buying a second-hand TV
If you buy or sell a used smart TV:
- Sellers: sign out of all apps and accounts, then perform a factory reset.
- Buyers: perform a factory reset before setup, then set privacy options from scratch.
- Both: remove the TV from the manufacturer account and smart home app it was registered to, so the previous owner can no longer control it remotely.
Don’t forget your accounts
Privacy isn’t only about the TV. Protect your streaming accounts with strong, unique passwords and two-step verification — see our guide to streaming account security.
A privacy checklist
- ACR / viewing information turned off
- Interest-based ads off, advertising ID reset
- Voice recordings reviewed or deleted
- Optional user agreements withdrawn
- Streaming device privacy settings reviewed
- Camera/microphone disabled if unused
- TV software up to date
The bottom line
Turning off ACR and ad personalisation takes a few minutes and doesn’t affect your streaming apps. Review the TV, the streaming device and your accounts — and repeat the check after major software updates, which can occasionally reset options.
Frequently asked questions
What is ACR on a smart TV?
ACR (automatic content recognition) identifies what's on screen — from apps, broadcast or connected devices — by sampling the picture or sound. TV makers use it for recommendations and advertising if you agree to it.
Will turning off ACR break my streaming apps?
No. Streaming apps work normally without ACR. You may simply see fewer personalised recommendations on the TV's own home screen.
Can I use a smart TV without connecting it to the internet?
Yes, as a regular TV with HDMI inputs. You can connect a streaming device for apps. Some features and software updates won't be available while the TV is offline.
Do streaming devices collect data too?
Yes. Streaming platforms also collect usage data and show ads. Review their privacy settings as well, and each streaming app's own privacy options.
Does ACR work when I use an HDMI device?
On many TVs, yes — ACR can recognise content from connected devices like set-top boxes and consoles. Turning off ACR stops this regardless of the input.
Will a factory reset turn privacy settings back on?
Yes. A reset returns the TV to its original state, so you’ll be asked to accept agreements again. Decline the optional ones and review privacy settings after setup.
