Smart TVs are in nearly 8 out of 10 U.S. homes, but many users don’t realize they’re being watched back. These devices track what you watch, even when you’re streaming from an external device. Brands use this data to target ads and sell your viewing habits to third parties.
In this guide, we’ll show you how to stop it. From disabling tracking features to blocking ads and limiting internet access, here are the steps to take control of your privacy.
Turn Off Automatic Content Recognition (ACR)
Automatic Content Recognition (ACR) is a tracking feature built into many smart TVs across brands. It scans on-screen content to analyze your viewing habits and serve targeted ads. To disable ACR, navigate to your TV’s privacy or system settings and look for options like “Viewing Information Services,” “Live Plus,” or “Smart TV Experience.”
For example, on Samsung TVs, you’ll find this under Privacy Choices > Terms & Conditions, while Roku places it under Privacy > Smart TV Experience.
Regardless of brand, look for settings related to “viewing data,” “content recognition,” or “input tracking” and turn them off. Since software updates can reset these preferences, it’s a good idea to review them periodically.
Disable Personalized Ads
Smart TVs use your data to show ads tailored to your interests. In your TV’s Privacy or Advertising settings, turn off “Interest-Based Ads” or “Personalized Ads.” Roku lets you reset your advertising ID in the same menu to erase past data.
Samsung users can also opt out online via their account’s Privacy Dashboard. This won’t reduce ad quantity but stops ads from following your habits. For extra privacy, visit your TV brand’s website to submit opt-out requests for third-party data sales.
Block Tracking with a VPN
A VPN hides your IP address, making it harder for companies to link your activity to your location. Install a trusted VPN like Nordvpn or Expressvpn directly on your router. Once set up, connect your TV to the VPN-enabled network. This encrypts data like streaming history and app usage. Note: Some streaming services may block VPNs, so test for compatibility first.
Use Your Router to Block Ads and Trackers
Tools like Pi-hole or OpenDNS block tracking domains at the network level. Add URLs like samsungads.com or logs.roku.com to your blocklist to stop your TV from connecting to them. This works for all devices on your Wi-Fi, not just your TV. For simpler setups, enable “Ad Blocking” in your router’s security settings. Regularly update blocklists to stay ahead of new tracking domains.
Limit Your TV’s Internet Access
Restrict your TV’s ability to send data. Use your router’s parental controls to block specific apps (e.g., ad services) or set time limits for internet access. For total control, disconnect your TV from Wi-Fi and use a streaming device (like a Fire Stick) instead. If you rarely use smart features, unplug the TV from the web entirely and rely on HDMI inputs for gaming or Blu-ray players.
Audit App Permissions
Apps like Netflix and YouTube track what you watch. Go to Settings > Apps > Permissions and revoke microphone or camera access—these are rarely needed for streaming. Disable “Background Data” to stop apps from updating when not in use. Delete unused apps to reduce tracking risks. On LG TVs, disable “Content Recommendations” in Home Settings to stop apps from suggesting shows based on your history.
Turn Off Voice Data Collection
Voice commands (e.g., Alexa or Google Assistant) are stored on remote servers. Disable voice tracking in Settings > Voice Recognition. For Samsung TVs, delete old recordings in the SmartThings app. Roku users can manage voice history through their Roku account online. If you don’t use voice controls, unplug or cover the TV’s microphone with tape for extra security.
Update Privacy Settings Regularly
Your privacy settings can control whether your usage data, viewing habits, or device activity are shared with the manufacturer or third parties. Smart TVs often reset these settings after software updates. Go to menus like “Privacy,” “Diagnostics,” or “Terms & Conditions” and turn off options like “Usage Data” or “Viewing Information.”
Software updates can reset your preferences, so make it a habit to check your privacy settings after every major update. Bookmark your TV brand’s privacy dashboard or support page to easily access these controls.
Use a Streaming Stick for Better Privacy
Devices like Apple TV or Fire Stick have clearer privacy controls than built-in smart TV systems. Disconnect your TV from Wi-Fi and stream through the stick instead. Most sticks let you disable ad tracking in their settings. For added security, use a VPN on the stick or connect it to a privacy-focused router.
Factory Reset or Disconnect Your TV
A factory reset erases tracking profiles. Go to Settings > System > Reset and then reconfigure your TV, opting out of tracking during the setup process.
For maximum privacy, unplug your TV from the internet permanently. Use an HDMI cable for gaming consoles or DVD players. If you need streaming, use an external device on a separate, locked-down network.
