How do I stop smart TVs collecting viewing data?

Modern televisions are sold cheaply partly because the data is worth something. Most of the collection is optional, and the settings are real — they are simply not where you would look.

Safety

Step by step

1. Understand what is being collected.Automatic content recognition samples the picture and identifies what you are watching, including from a games console or set-top box connected by HDMI. It is not limited to the TV's own apps.
2. Find the privacy or terms section.Usually under Settings, then Support, Privacy, or Terms and Policies. It is deliberately not next to the picture settings. Look for anything mentioning viewing information or interest-based advertising.
3. Turn off the viewing-data agreements.There are usually several separate consents. Declining the viewing information one is the one that stops ACR. Read what each says — some also disable recommendations, which may or may not matter to you.
4. Know the manufacturers' names for it.Samsung calls it Viewing Information Services, LG uses Live Plus, Sony and others bundle it into Samba Interactive TV or similar. Search the model plus the term if the menu is unclear.
5. Turn off interest-based advertising.A separate setting from ACR. It stops the profile being used for ad targeting on the set itself.
6. Reset the advertising identifier.Most sets have one, exactly like a phone. Resetting it periodically breaks the link to the profile built so far.
7. Redo it after major updates.Firmware updates sometimes present new terms or re-enable settings. Check the privacy menu after any significant update.
8. Consider not connecting it at all.The complete answer. Use a separate streaming stick or box for apps and leave the television off the network. You then only have to trust one device rather than two.
9. Check the microphone if it has one.Voice control means a microphone. Disable it if unused, and check whether there is a physical switch. Some remotes only listen when a button is held, which is better.
10. Look at the connected camera too.Rare now, but older sets and some monitors have one. If it cannot be disabled, cover it.
11. Check the router's view.If you want to know what it is doing, the router shows how much the TV talks to the internet when nothing is playing. It is often a surprising amount.
12. Do the same on the streaming devices.Sticks, boxes and consoles have equivalent settings. Turning the TV's tracking off while leaving the stick's on achieves much less.

Tips

• The setting is under Support or Terms, not under Picture. That is why most people never find it.
• ACR sees HDMI inputs too, so it identifies what you watch from a console or set-top box, not just the TV's apps.
• The thorough answer is not connecting the television to wifi at all, and using a separate streaming device.

Common mistakes

• Assuming a smart TV only tracks its own apps — Automatic content recognition samples the screen, so it covers anything connected by HDMI as well.
• Turning it off on the TV but not on the streaming stick — Each device profiles separately. The stick or box has its own advertising identifier and its own settings.

If it doesn't work