Quick answer
To stop your smart TV tracking what you watch, turn off its viewing data feature (often called automatic content recognition, or ACR) and interest-based ads in the privacy settings. On Samsung look for Viewing Information Services, on LG Live Plus, and on Roku Use info from TV inputs. Then switch off voice recognition you do not use, reset your advertising ID and keep the TV’s software updated. It takes about 10 minutes.
Key takeaways
- Most smart TVs can recognise what is on screen and use it for ads and recommendations
- The main switch is usually called viewing information, Live Plus or similar
- Also turn off interest-based ads and unused voice features
- Menu names vary by model and year, so search the settings if you cannot find them
- Your TV will still work normally; you may just see less personalised ads
📘 Main article: This guide follows our news roundup, GPT-7 Bel: OpenAI’s Offline Internet, Claude’s Reverse Engineering Block and This Week’s AI News, which covers claims that researchers found extensive tracking on a Samsung smart TV.
This week, researchers claimed that after gaining root access to a Samsung smart TV with Claude’s help, they found voice services, content recognition and location-related tracking, with data shared with hundreds of advertising partners. We cover the story in our main article.
Those claims have not been independently checked. But the settings involved are real, they exist on most brands, and many are switched on by default. Here is how to turn them off.
What does a smart TV track?
Mainly what you watch, how you use the TV and, if enabled, what you say to it.
| Feature | What it does | Usually called |
|---|---|---|
| Automatic content recognition (ACR) | Identifies what is on screen, even from a games console or aerial | Viewing information, Live Plus, Smart TV experience, Viewing data |
| Advertising ID | Links your viewing to ads across apps | Interest-based ads, Ad tracking, Advertising ID |
| Voice recognition | Sends voice commands for processing | Voice services, Voice recognition, Voice assistant |
| Usage and diagnostics | Shares how you use menus and apps | Diagnostics, Usage data, Improve the product |
What do you need before you start?
- Your TV remote and about 10 minutes
- A note of what you change, in case you want to undo it
- The TV connected to the internet, so it can save your choices to your account if needed
💡 Tip: Menu wording changes between models and software updates. If a path below does not match, open Settings and search for “privacy”, “viewing” or “ads”.
How do you stop tracking on a Samsung TV?
- Press the Home button and open Settings, then All Settings
- Go to General & Privacy (or Support on some older models), then Terms & Privacy
- Open Privacy Choices or Terms & Conditions, Privacy Policy
- Turn off Viewing Information Services
- Turn off Interest-Based Advertisement and reset or disable the advertising ID if offered
- Turn off Voice Recognition Services if you do not use voice control
How do you stop tracking on an LG TV?
- Open Settings, then All Settings
- Go to General, then System and Additional Settings
- Turn off Live Plus, LG’s content recognition feature
- Go back to General, open User Agreements and untick viewing information and interest-based ads
- If you see Limit Ad Tracking, switch it on, because on this setting “on” means less tracking
- Check Voice Recognition settings if you do not use voice control
How do you stop tracking on Google TV, Fire TV and Roku?
| Platform | Where to look | What to switch off |
|---|---|---|
| Google TV / Android TV | Settings, then Privacy | Usage and diagnostics, Ads personalisation (or delete the advertising ID), and any manufacturer “viewing data” app such as Samba Interactive TV on some Sony and Philips sets |
| Amazon Fire TV | Settings, then Preferences, then Privacy Settings | Device Usage Data, Collect App Usage Data, Interest-based Ads |
| Roku | Settings, then Privacy, then Smart TV experience | Use info from TV inputs; then Advertising, Limit ad tracking |
⚠️ Warning: Some settings come back after a factory reset or a big software update. Check them again after any reset.
What else can you do?
- Use an external streaming stick and leave the TV itself offline, if you mainly watch through apps
- Turn off the microphone on the remote or TV if there is a hardware switch
- Check connected apps on your Google or Amazon account that link to the TV. Our guide to reviewing connected apps shows how
- Keep the TV updated, because updates also fix security holes
- Read the privacy notice when a new one appears, rather than tapping Accept straight away
📘 Main article: Curious about the Samsung TV claims and the wider row over AI and reverse engineering? Read GPT-7 Bel: OpenAI’s Offline Internet, Claude’s Reverse Engineering Block and This Week’s AI News.
Done with the TV? Spend another ten minutes on your browser extensions, which can see even more of what you do online.
Frequently asked questions
Does my smart TV really watch what I watch?
Most smart TVs can identify what is on screen using automatic content recognition, often switched on during setup. You can usually turn it off in the privacy settings.
Will turning off ACR break my TV?
No. Your apps and channels keep working. You may lose some personalised recommendations and see less targeted ads.
Is my smart TV listening to my conversations?
Voice features normally listen for a wake word or a button press. If you do not use voice control, turn it off and use a microphone switch if your remote or TV has one.
Where is Viewing Information Services on a Samsung TV?
Usually under Settings, All Settings, General & Privacy, Terms & Privacy. Older models put it under Support. Search Settings for “viewing” if you cannot find it.
Do I need to do this again after an update?
It is worth checking. Big updates or a factory reset can bring back default settings.
The bottom line
Your TV may know more about your viewing than your streaming apps do, but a few switches put you back in control. Your next step: pick up the remote tonight and turn off viewing information and interest-based ads.
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