Modern smart TV devices almost without exception use automatic content recognition technology, known as ACR (Automatic Content Recognition). It is a viewing tracking system that collects data about everything that is shown on the screen and sends it to the central databases of manufacturers and advertisers.
ACR works like a continuous, automated version of Shazam. While the TV is on, the system in the background takes screenshots in real time, compares them with databases of TV programs, streaming services, advertisements and games, and based on this, determines precisely what is being watched. According to research by The Markup portal, ACR can identify up to 7,200 images per hour, or about two images per second.
Based on that data, advertisers associate viewing habits with personal information such as IP address, email address, and even physical home address. The goal is to deliver precisely targeted ads and measure which ads lead to purchases.
The problem is that ACR works silently and stealthily, with no clear warning to the user. Many TV owners are not even aware that their data is being collected every time they watch TV. The good news is that ACR can be turned off, but the procedure is often hidden deep in the settings.
How to turn off ACR on smart TV devices
Below are the exact steps to turn off ACR technology on the most popular manufacturers. The option names may differ slightly depending on the software version, but the path is basically the same.
Samsung TVs
- Press Home button on the remote control.
- In the main menu, move to the left and open the side menu.
- Choose an option Privacy Choices.
- Open Terms & Conditions, Privacy Policy.
- Find option Viewing Information Services.
- Uncheck this option to turn off ACR.
- Choose OK at the bottom of the screen for confirmation.
LG TV
- Press Home button on the remote control.
- Press Settings button.
- Select in the side menu Settings.
- Open General.
- Choose System.
- Open Additional Settings.
- Find option Live Plus and turn it off.
To further limit ad tracking:
- U Additional Settings open Advertisement.
- Turn on the option Limit AD Tracking.
To turn off content recommendations:
- U Additional Settings open Home Settings.
- Turn off Home Promotion.
- Turn off Content Recommendation.
Hisense TVs
- Press Home button on the remote control.
- Open Settings.
- Choose System.
- Get into Privacy.
- Find option Smart TV Experience, Viewing Information Services or similar.
- Turn this option off to disable ACR.
To opt out of personalized advertisements and recommendations:
- U Privacy find the menu Ad Tracking or Interest-Based Ads.
- Turn off this option.
- Find options related to content recommendations.
- Turn off recommendations based on viewing habits.
TCL TVs
- Press Home button on the remote control.
- Open Settings in the main menu.
- Choose Privacy.
- Open Smart TV Experience.
- Turn off the option Use Info from TV Inputs.
For additional privacy:
- U Privacy open the menu Advertising.
- Choose Limit ad tracking.
- Again in Advertising turn off the menu Personalized ads.
- U Privacy open the menu Microphone.
- Adjust Channel Microphone Access i Channel Permissions as desired.
It should be noted that turning off ACR may limit some smart functions of the TV, such as content recommendations. It is also recommended to periodically check these settings, especially after software updates, as the options sometimes revert to their initial settings.
ACR technology represents the basis of the business model of advertising on smart TV devices, but for most users it brings very little benefit, along with significant privacy risks. By turning off ACR, viewing data remains in your own home, and the viewing experience becomes significantly calmer and safer, reports ZDNET.