Smart TVs are an easy way to watch content from streaming services, but they also include automatic content recognition, or ACR. This technology monitors what you watch, creates a profile of your habits, and shares the data with advertisers. According to The Markup, ACR can capture thousands of images per hour, linking them to personal details like your IP address or even your home address. While manufacturers claim this improves recommendations and advertising, it also means your private viewing habits are constantly being tracked. So we're going to show you how to disable it.

Takeaways:

  1. Learn how to disable ACR (Automatic Content Recognition) on SmartTV (Disable data collection)
  2. How to disable Smart TV data collection for targeted ads.
  3. Does your Smart TV collect your personal data to sell to advertisers?

How to turn off ACR on a smart TV

Fortunately, for the time being, you can turn ACR off. The steps are always hidden in settings menus, but once disabled, your data collection is reduced. Below are the instructions for major TV brands.

Note: Turning off ACR will not affect basic TV functions, though it may reduce personalised recommendations. Periodically recheck your settings, since updates can reset them. Disabling ACR helps keep your viewing habits private and limits the data shared with advertisers. Below we have the steps for most TV brands, however, if your brand isn't listed, you can usually find the option under Privacy Settings or the Personal Information tab of your TV's menu.

How to Turn off ACR on Samsung TVs

  • Press the Home button on your remote control.
  • Navigate to the left to access the sidebar menu.
  • In the sidebar menu, choose the Privacy Choices option.
  • Select the Terms & Conditions, Privacy Policy option.
  • Ensure that the checkbox for Viewing Information Services is unchecked. This will turn off ACR and any associated ad targeting.
  • Select the OK option at the bottom of the screen to confirm your changes.

How to Turn off ACR on LG TVs

  • Press the Home button on your remote control to access the home screen.
  • Press the Settings button on your remote.
  • In the settings side menu, select the Settings option.
  • Navigate to and select the General option.
  • In the General menu, choose System.
  • Select Additional Settings.
  • In Additional Settings, locate and toggle off the Live Plus option.

LG further allows you to limit ad tracking, which can be found in Additional Settings.

  • In the Additional Settings menu, select Advertisement.
  • Toggle on the Limit AD Tracking option.

You can also turn off home promotions and content recommendations:

  • In the Additional Settings menu, select Home Settings.
  • Uncheck the Home Promotion option.
  • Uncheck the Content Recommendation option.

How to Turn off ACR on Sony TVs

  • Press the Home button on your remote control to access the main menu.
  • Navigate to and select Settings.
  • Choose Initial Setup.
  • Scroll down and select Samba Interactive TV.
  • Select Disable to turn off Samba TV, which is Sony's ACR technology.

Sony also allows for enhanced privacy by disabling ad personalisation:

  • Go to Settings.
  • Select About.
  • Choose Ads.
  • Turn off Ads Personalisation.

As an extra step, you can entirely disable the Samba Services Manager, which is embedded in the firmware of certain Sony Bravia TVs as a third-party interactive app.

  • Go to Settings.
  • Select Apps.
  • Select Samba Services Manager.
  • Choose Clear Cache.
  • Select Force Stop.
  • Finally, select Disable.

If your Sony TV uses Android TV, you should also turn off data collection for Chromecast:

  • Open the Google Home app on your smartphone.
  • Tap the Menu icon.
  • Select your TV from the list of devices.
  • Tap the three dots in the upper-right corner.
  • Choose Settings.
  • Turn off Send Chromecast device usage data and crash reports.

How to Turn off ACR on Hisense TVs

  • Press the Home button on your remote control to access the main menu.
  • Navigate to and select Settings.
  • Choose System.
  • Select Privacy.
  • Look for an option called Smart TV Experience, Viewing Information Services, or something similar.
  • Toggle this option off to disable ACR.

To disable personalised ads and opt out of content recommendations:

  • In the Privacy menu, look for an option like Ad Tracking or Interest-Based Ads.
  • Turn this option off.
  • Look for options related to content recommendations or personalised content.
  • Disable these features if you do not want the TV to suggest content based on your viewing habits.

How to Turn off ACR on TCL TVs (and other Roku powered TVs)

  • Press the Home button on your TCL TV remote control.
  • Navigate to and select Settings in the main menu.
  • Scroll down and select the Privacy option.
  • Look for Smart TV Experience and select it.
  • Uncheck or toggle off the option labelled Use Info from TV Inputs.

For extra privacy, TCL TVs offer a few more options, all of which can be found in the Privacy menu:

  • Select Advertising.
  • Choose Limit ad tracking.
  • Again, select Advertising.
  • Uncheck Personalised ads.
  • Now, still in the Privacy menu, select Microphone.
  • Adjust Channel Microphone Access and Channel Permissions as desired.