What is ACR, and what does your TV collect?
The short answer
What your TV can collect: Samsung lists viewing history, how long you watched, TV identifiers and your IP address for its ACR feature Samsung Support (checked 16 Oct 2026). In the FTC's 2017 case, Vizio TVs matched on-screen pixels against a content database "On a second-by-second basis" FTC business blog (6 Feb 2017).
The fastest fix: on an LG TV, open Settings > Privacy & Terms > User Agreements LG Help Library (2 Sep 2026). On a Roku TV, open Settings > Privacy > Smart TV Experience Roku Support (updated 23 Jun 2026). On Google TV, delete the advertising ID under Settings > Privacy > Ads Google TV Help (checked 16 Oct 2026).
The LG dispute: Gamers Nexus alleged in September 2026 that LG TVs upload data in standby and capture audio. LG says the claims "are not true". Tom's Hardware did not verify either side Tom's Hardware (9 Sep 2026).
The strongest option: keep the TV off the internet and stream through a separate device. That device has its own tracking, so set it up with care.
ACR identifies what you watch, whatever the source. The FTC said Vizio's TVs captured "second-by-second information about video displayed". That included cable, set-top boxes, DVDs, over-the-air broadcasts and streaming devices FTC (6 Feb 2017). LG says its ACR works with live TV, HDMI devices and LG Channels, but not inside third-party streaming apps (vendor claim) LG statement (12 Sep 2026).
What the makers say they collect.
- Samsung: "Smart TV viewing history, such as programs viewed and the amount of time spent watching them". It also lists TV identifiers, including the Personalized Service ID, and IP address. Samsung adds that it "does not record or watch any of the content displayed" Samsung Support (checked 16 Oct 2026).
- Roku: its Smart TV Experience "uses Automatic Content Recognition (ACR) to collect information about the movies, TV shows, or games you're watching" Roku Support (updated 23 Jun 2026).
- LG: nearby Wi-Fi access-point and signal-strength information "may be used to help estimate the TV's approximate location in support of ACR services". This happens only once the agreements are accepted LG statement (12 Sep 2026).
Ads add a second layer. Streaming apps on the TV talk to ad and tracking companies too. A 2020 academic study of the top 1,000 apps found Google's doubleclick.net in 58% of Roku apps and 35% of Fire TV apps Varmarken et al., PoPETs (2020). Google TV says plainly: "You can't turn off ads, but you can control the use of your advertising ID for personalized ads" Google TV Help (checked 16 Oct 2026).
What the FTC did with Vizio. Vizio sold viewing data to third parties, partly for "targeting advertising to consumers across devices" FTC (6 Feb 2017). Tracking sat behind a setting called "Smart Interactivity", described as "enables program offers and suggestions" FTC business blog (6 Feb 2017).
What did Gamers Nexus allege about LG TVs, and what does LG say?
These are allegations, and LG denies them. Gamers Nexus published a two-hour video in September 2026. It worked with security researchers MrBruh and uturn, using packet capture (recording a device's network traffic) and firmware analysis Tom's Hardware (9 Sep 2026). The coverage carried the investigation's figure of "216,000,000" spy TVs Tom's Hardware (9 Sep 2026).
LG told Tom's Hardware: "The claims made in the recently published video are not true." Tom's Hardware said it "has not independently verified either the claims made by Gamers Nexus" or LG's counterclaims Tom's Hardware (9 Sep 2026). LG published a fuller statement on 12 September LG statement (12 Sep 2026).
Gamers Nexus allegations and LG's answers. Neither side has been independently verified in the sources we read.
| Topic | Gamers Nexus alleged | LG says (vendor claim) |
|---|---|---|
| Standby and offline data | TVs log and upload data even offline or in standby, storing it for later Tom's Hardware (9 Sep 2026) | "Voice data is not stored for later upload when the TV is offline" LG statement (12 Sep 2026) |
| Microphone | Audio captured through the TV microphones even when the set appears off Tom's Hardware (9 Sep 2026) | Voice data is processed only when the remote's voice button is pressed and held. Wake-word audio is handled on the TV and "immediately deleted" Tom's Hardware (9 Sep 2026) |
| Hands-free voice | Not separately described in the coverage we read | Off by default. In standby the TV may listen "only for the wake word". Sessions are capped at about 18 seconds LG statement (12 Sep 2026) |
| Home-network scanning | TVs scan Wi-Fi and identify phones, printers and other devices on the network Tom's Hardware (9 Sep 2026) | "This is a standard function commonly provided by smart TVs and smart home devices" Tom's Hardware (9 Sep 2026) |
| ACR | TVs sample audio and video inputs to identify what is being watched Tom's Hardware (9 Sep 2026) | "ACR is an optional feature that is turned off by default" LG statement (12 Sep 2026) |
| Voice transcripts | Transcripts stored in plain text Tom's Hardware (9 Sep 2026) | Not addressed in LG's reply to Tom's Hardware Tom's Hardware (9 Sep 2026) |
What LG confirms. Its TVs look for other devices on the same network. They can also listen for the "Hi LG" wake word in standby when hands-free voice is on Tom's Hardware (9 Sep 2026). On supported models, a hardware switch turns the built-in microphone off LG statement (12 Sep 2026).
Have regulators acted on smart TV tracking?
Yes: the FTC in 2017, and Texas since December 2025. None of the cases we read ended in a court finding of wrongdoing.
- 6 February 2017, FTC and New Jersey v. Vizio: Vizio agreed to pay $2.2 million to settle charges that it collected viewing histories from 11 million TVs without consent. The order requires prominent disclosure and "affirmative express consent", and deletion of data collected before 1 March 2016 FTC (6 Feb 2017).
- 15 December 2025, Texas sues five TV makers: Sony, Samsung, LG, Hisense and TCL. The state alleges ACR can capture screenshots "every 500 milliseconds" and send viewing data without consent. These are allegations, not findings Texas AG (15 Dec 2025). The release also raised concerns about the two China-based companies Texas AG (15 Dec 2025).
- 17 December 2025, Hisense: a temporary restraining order (a short-term court order while the case proceeds) bars Hisense from collecting, using or sharing ACR data about Texans Texas AG (17 Dec 2025).
- 26 February 2026, Samsung agreement: Samsung "must halt any collection or processing of ACR viewing data without obtaining Texas consumers' express consent". It must add clear notices and consent screens Texas AG (26 Feb 2026).
- 11 May 2026, LG agreement: LG will collect ACR viewing data only with informed approval. It will show a pop-up explaining the collection, post the same disclosure online, and offer a simple opt-out Texas AG (11 May 2026).
Neither Texas release says whether the company admitted wrongdoing Texas AG (26 Feb 2026) Texas AG (11 May 2026). We did not find an outcome for Sony or TCL in the pages we read.
How do you turn off ACR and ad tracking on your TV? (by brand)
Where each maker's own help page says to go. Menus vary by model and software version; dates show when the page was published or checked.
| TV platform | Viewing data (ACR) | Ads and advertising ID |
|---|---|---|
| LG (webOS) | Settings > Privacy & Terms > User Agreements; "review or change your selections at any time" LG Help Library (2 Sep 2026) | Same User Agreements screen; LG gives no separate path LG Help Library (2 Sep 2026) |
| Samsung (Tizen) | "go to the Settings menu on your Smart TV and adjust your preferences". No submenu named Samsung Support (checked 16 Oct 2026) | Not described on the Samsung pages we read |
| Roku TVs and players | Settings > Privacy > Smart TV Experience, or my.roku.com > Privacy Settings > Smart TV Experience Roku Support (updated 23 Jun 2026) | Not on the Roku page we read |
| Google TV (used by many makers) | No ACR control on Google's page | Settings > Privacy > Ads > Delete advertising ID Google TV Help (checked 16 Oct 2026) |
| Android TV | No ACR control on Google's page | Settings > Device > Preferences > About > Legal information > Ads Android TV Help (checked 16 Oct 2026) |
| Vizio, Amazon Fire TV, Sony, Hisense (VIDAA), TCL | Not listed. We could not read a current help page from these makers on 16 Oct 2026, so we give no path. | |
LG. The User Agreements screen is where you accept or withdraw the viewing-information and other agreements. LG notes "The settings menu may vary by model" LG Help Library (2 Sep 2026). LG's updated Terms of Use took effect on 28 August 2026, and its help page explains the new agreement screens LG Help Library (2 Sep 2026). Read them before tapping Agree.
Samsung. Samsung says ACR runs only if you enabled it during setup or later in Settings. Its page names the "Viewing Information Services Privacy Notice", which you can open from the Settings menu Samsung Support (checked 16 Oct 2026). Look for the matching setting nearby and turn it off.
Roku. Roku says "ACR is not enabled out of the box". You can switch it on, or confirm it is off, in Settings > Privacy > Smart TV Experience. The web account at my.roku.com has the same control, with "NO" as the default until you choose Roku Support (updated 23 Jun 2026).
Google TV and Android TV. Google's pages cover the advertising ID, not ACR. Resetting gives the TV a new ID. Deleting it means no new one is assigned Google TV Help (checked 16 Oct 2026). TV makers that use Google TV may add their own viewing-data setting; check their help pages.
Is your TV listening? Voice and microphone settings
Voice control is a separate setting from ACR. Turning one off does not turn off the other.
- Samsung: says it collects "interactive voice commands only when you make a specific search request". You can disable Voice Recognition data collection in the Settings menu Samsung Smart TV privacy supplement (checked 16 Oct 2026).
- LG: voice recognition is "off by default". Audio without a recognised wake word "is not stored, converted to text, or transmitted" (vendor claim). Some models have a hardware microphone switch LG statement (12 Sep 2026).
If you never use voice search, switching the microphone off in hardware is the simplest check you can see with your own eyes. Gamers Nexus's allegations about LG audio capture are covered in the table above.
Can you block TV tracking at the router with DNS blocking?
Partly, and it can break apps. A DNS blocker such as Pi-hole is a "DNS sinkhole" for the whole home network. It works without installing anything on the TV Pi-hole docs (checked 16 Oct 2026). It refuses to look up the addresses of known ad and tracking servers.
What testing found. A 2020 study tried four blocklists on Roku and Fire TV, with data gathered in 2018 and 2019 Varmarken et al., PoPETs (2020):
- In a hands-on test of 20 apps, no list blocked all ads without breaking some app function. None blocked ads in YouTube or Pluto TV.
- On Roku, the lists blocked at least 74% of third-party domains that received personal data.
- Some apps sent the advertising ID together with a fixed serial number. A tracker can then link an old ID to a new one "by joining on the serial number", so resetting the ID does not help.
Caveats. The study is several years old, and TV software has changed since. Treat it as a second layer after the TV settings, not instead of them.
Can you use a smart TV without connecting it to the internet?
Yes, and it is the strongest privacy option. A TV that is not online cannot send viewing data. If your TV lets you, skip the Wi-Fi step during setup, or forget the network later, and leave the network cable out. Then plug a streaming stick, games console or computer into an HDMI port.
Why it works. ACR can recognise content from HDMI devices and set-top boxes, not just built-in apps FTC (6 Feb 2017) LG statement (12 Sep 2026). So an online TV may still identify what your external device plays, while an offline TV can only show it.
The trade-offs.
- The external device has its own advertising ID and app trackers. The 2020 study found trackers across Roku and Fire TV apps Varmarken et al., PoPETs (2020). Apply the same privacy settings there.
- An offline TV does not download software updates. Connect it now and then to update, then disconnect again.
- Gamers Nexus alleged that LG TVs store data offline for later upload; LG denies this Tom's Hardware (9 Sep 2026) LG statement (12 Sep 2026). If that worries you, review the settings above before any reconnection.
Sources
Every source was read on 16 October 2026. Menu paths come only from the maker's own help pages. Company statements are vendor claims; the Gamers Nexus findings and the Texas complaints are allegations.
- Stephen Warwick, Tom's Hardware — "LG strongly denies TV security claims, says tracking and snooping concerns 'not true'" (9 Sep 2026)
- LG Electronics — "Statement: Understanding Privacy on LG Smart TVs" (12 Sep 2026)
- LG Help Library — "How to Accept the Updated User Agreements on Your LG TV" (2 Sep 2026)
- Samsung US Support — "Samsung Smart TV Automatic Content Recognition (ACR) Feature" (read 16 Oct 2026)
- Samsung US — Smart TV privacy supplement (read 16 Oct 2026)
- Roku Support — "Using 'More Ways to Watch' on your Roku TV" (last updated 23 Jun 2026)
- Google TV Help — "Change ad settings for your Google TV" (read 16 Oct 2026)
- Android TV Help — "Change ad settings for your Android TV" (read 16 Oct 2026)
- Federal Trade Commission — "VIZIO to Pay $2.2 Million to FTC, State of New Jersey to Settle Charges It Collected Viewing Histories on 11 Million Smart Televisions without Users' Consent" (6 Feb 2017)
- Lesley Fair, FTC Business Blog — "What Vizio was doing behind the TV screen" (6 Feb 2017)
- Office of the Texas Attorney General — press release on lawsuits against Sony, Samsung, LG, Hisense and TCL (15 Dec 2025)
- Office of the Texas Attorney General — press release on the Hisense temporary restraining order (17 Dec 2025)
- Office of the Texas Attorney General — press release on the Samsung agreement (26 Feb 2026)
- Office of the Texas Attorney General — press release on the LG agreement (11 May 2026)
- Varmarken, Le, Shuba, Markopoulou, Shafiq — "The TV is Smart and Full of Trackers: Measuring Smart TV Advertising and Tracking", Proceedings on Privacy Enhancing Technologies 2020(2) (copy hosted by the FTC)
- Pi-hole documentation — overview (read 16 Oct 2026)
Frequently Asked Questions
Does turning off ACR stop the ads on my TV home screen?
No. ACR controls whether the TV identifies what you watch. Home-screen and in-app ads are separate. Google TV says you cannot turn off ads, only control whether your advertising ID is used to personalise them.
If I only watch Netflix or other apps, does ACR still matter?
It depends on the TV. LG says its ACR does not work inside third-party streaming apps, but does work with live TV, HDMI devices and LG Channels. The FTC found Vizio TVs identified video from cable boxes, DVDs and streaming devices too. Turn it off either way.
Do the Texas settlements protect people outside Texas?
Not necessarily. The Samsung agreement is worded around Texas consumers. The Texas release on LG describes a pop-up and an opt-out without saying where they apply. Check the settings on your own TV wherever you live.
Will a factory reset turn ACR back on?
A reset takes you back through setup, and setup is where makers ask for consent. Samsung says ACR runs only if you enabled it during setup or later. After a reset, read each agreement screen and decline the viewing-information ones.
Is my TV recording me through a camera?
ACR works on what is shown on screen, not on a camera. Microphones are the more common concern on current TVs, and voice settings are separate from ACR. Some LG models have a hardware microphone switch.
Does a VPN on my router stop TV tracking?
A VPN hides your home IP address from the services the TV contacts, but the TV still sends its viewing data and identifiers through the tunnel. Turning the features off, or keeping the TV offline, is what stops the data being sent.
Next step
Do the five-minute check tonight. Open your TV's privacy or user-agreement screen from the table above and switch off viewing information. Then do the same for the advertising ID on your phone with our advertising ID guide.