ZDNet Recommends disabling automatic content recognition (ACR) on smart TVs for better privacy. This feature collects data about what viewers watch and transmits it to a centralized database, which can be used to deliver targeted ads.
To understand how ACR works, imagine a constant, real-time Shazam-like service running in the background while your TV is on. It identifies content displayed on your screen, including programs from cable TV boxes, streaming services, or gaming consoles. ACR captures continuous screenshots and cross-references them with a vast database of media content and advertisements.
However, this technology can capture and identify up to 7,200 images per hour, which raises concerns about potential privacy risks. In the wrong hands, sensitive information gathered through ACR could be exploited or misused, resulting in security risks or identity theft.
Disabling ACR is complex and may require several dozen clicks to protect your privacy better. However, it’s worth the effort to avoid being tracked and exposed to targeted ads. Here’s a step-by-step guide on how to turn off ACR for major smart TV brands:
For Samsung TVs: Press the Home button, navigate to Privacy Choices, select Terms & Conditions, and ensure the checkbox for Viewing Information Services is unchecked.
For LG TVs: Press the Settings button, navigate to System > Additional Settings > Live Plus, and toggle off the option. Additionally, limit ad tracking by toggling on Limit AD Tracking in Additional Settings.
For Sony TVs: Disable Samba Interactive TV by selecting Initial Setup > Settings > Ads Personalization, then turn off Samba Services Manager.
For Hisense TVs: Toggle off Smart TV Experience or Viewing Information Services in Privacy settings.
For TCL TVs (and other Roku-powered TVs): Press the Home button, select Privacy > Smart TV Experience, and uncheck Use Info from TV Inputs.
Source: https://www.zdnet.com/home-and-office/home-entertainment/how-to-disable-acr-on-your-tv-and-why-it-makes-such-a-big-difference-doing-so