Smart TV privacy: what is ACR and how do you turn it off?
## Who this guide is for
Smart TV privacy: what is ACR and how do you turn it off?
Who this guide is for
This guide is for anyone with a smart TV who wants to stop the most obvious viewing-data collection without buying new hardware.
It fits especially:
- households using a Samsung, LG, Sony, TCL, Hisense, Philips, or Vizio TV
- readers who did not realize their TV was tracking viewing behavior at all
- people who want a quick privacy improvement on a device they already own
What you gain, and what it costs
If you disable ACR and related settings, you usually gain:
- less viewing data sent to the manufacturer and ad-tech partners
- less cross-device profiling tied to what is on your TV screen
- a cleaner baseline for one of the most surveillance-heavy devices in the house
What it costs:
- a few minutes in obscure settings menus
- sometimes losing recommendation or personalization features
- the reality that a smart TV is still a connected tracking device unless you isolate it further
When this is overkill
If you just want the main privacy win, disabling ACR is enough to start. You do not need to turn your TV into a home-network project on day one.
If your real goal is stronger household isolation, then turning off ACR is only the first step. Network isolation and using external media devices become more relevant at that point.
Your smart TV is watching you back. Not occasionally — constantly. Every few seconds, the television takes a screenshot of whatever is on the screen, sends it to a server, and matches it against a database to determine what you’re watching. This is called ACR: Automatic Content Recognition.
What is ACR exactly?
ACR is software built into almost every modern smart TV. It does two things simultaneously:
Screen tracking: the TV captures screenshots of everything displayed — Netflix, YouTube, a Blu-ray player, a PlayStation, an HDMI stick. The source doesn’t matter. If it’s on screen, it’s captured.
Audio recognition: similar to how Shazam identifies a song, but permanently active. The TV listens to audio and matches it against a database of known content.
The combined data goes to the manufacturer and advertising companies. It gets cross-referenced with other devices on your Wi-Fi network — including your phone and laptop — building a profile that links your viewing habits to your browsing and purchasing behaviour.
ACR has existed since the 2010s, but the scale is now enormous. Vizio had over 18 million ACR-enabled TVs active in 2022. When Walmart acquired Vizio in 2024, it wasn’t for the hardware — it was for this advertising data network.
Which brands use it?
Almost all of them. The name varies per manufacturer:
| Brand | Name in settings |
|---|---|
| Samsung | ”Viewing Information Services” |
| LG | ”Live Plus” |
| Sony (Android TV/Google TV) | “Samba Interactive TV” |
| Philips (Android TV) | “Smart TV Experience” |
| Hisense | ”Smart Interactivity” / “Viewing Information” |
| TCL (Roku TV) | “Smart TV Experience” |
| Vizio | ”Smart Interactivity” |
Common trait: the setting is never in an obvious place. You won’t find it in channel settings or streaming options — look in the Privacy or General menu.
How to turn it off
Samsung
- Settings → General & Privacy → Privacy
- Turn off Viewing Information Services
- Also turn off Interest-Based Advertising (separate setting)
On some models: Settings → Support → Terms & Privacy → Viewing Information Services. The exact location differs by model year.
LG
Newer models (webOS 23/24/25):
- Settings → All Settings → General → System → Additional Settings → Live Plus
- Disable
Older models:
- Settings → General → Live Plus
- Disable
Also withdraw consent via: Settings → Support → User Agreements.
Sony (Android TV / Google TV)
Note: Sony Bravia models from 2025 such as BRAVIA 8 II, BRAVIA 5, and BRAVIA 3 do not have Samba TV. The steps below apply to Bravia models up to 2024.
- Settings → All Settings → Samba Interactive TV → turn off
On older Sony Bravia models: Settings → System Preferences → Samba Interactive TV → turn off
Also disable usage diagnostics via Settings → Privacy → Usage & Diagnostics → off
Philips (Android TV / Google TV)
Same as Sony — use the Android TV privacy menu. Go to Settings → Privacy → disable app and usage diagnostics.
Hisense
The steps below apply to VIDAA models. If your Hisense TV runs Google TV, use the Sony steps above. On Hisense Roku TV, use the Roku steps below.
- Settings → System → Privacy
- Turn off Smart Interactivity or Viewing Information Services
On newer VIDAA models (2024+), the setting may be called Viewing Data and live under Settings → System → Restart & Manage.
Roku (including TCL Roku TV)
- Settings → Privacy → Smart TV Experience
- Turn off Use Info from TV Inputs
- Settings → Privacy → Advertising → enable Limit Ad Tracking
Going further: isolating the TV from your network
Disabling ACR in settings relies on the manufacturer honouring that setting. For stronger control, there are more effective options.
Option 1: disconnect the TV from the internet entirely
Don’t connect the TV to Wi-Fi at all. Use an external streaming device (Chromecast, Apple TV, Amazon Fire TV) for apps instead. Tracking is then limited to that device, not the TV itself — and the streaming device is easier to monitor or replace.
Option 2: put the TV on a separate network (VLAN)
Connect the TV to a separate Wi-Fi network that has no access to your phone, laptop, or NAS. This prevents the TV from cross-referencing with other devices in your home.
This requires a router with VLAN support, such as the GL.iNet series. A simple guest network for the TV is a quick first step that most routers already support.
See also: Home network segmentation — explanation of VLANs, guest networks, and how to set them up.
Option 3: DNS blocking
ACR traffic goes to recognisable domains (e.g. samba.tv, acr.samsung.net). If you use DNS filtering like AdGuard Home or Pi-hole, you can block those domains without disconnecting the TV from the internet.
See also: Privacy DNS guide for setting up DNS filtering.
Microphone and camera
ACR is not the only concern. Many smart TVs also have:
- Built-in microphone for voice control (“Hey Google”, “Hi LG”)
- Built-in camera on higher-end models for video calling
Disable voice control if you don’t use it — the microphone stays active in the background listening for wake words. For a built-in camera: cover it with a sticker when not in use.
Summary
| Measure | Effort | Effect |
|---|---|---|
| Disable ACR in settings | Low | Stops official data collection |
| Separate guest network for TV | Low | Blocks cross-referencing with other devices |
| DNS blocking ACR domains | Medium | Blocks trackers even if setting is ignored |
| Disconnect TV + use streaming stick | Medium | Maximises control over tracking |
| Full VLAN segmentation via router | Higher | Complete network isolation |
For most people: disable ACR in settings and put the TV on a separate guest network. That covers the majority of the problem.
Next step
Go further
- Privacy DNS guide — block other trackers across your home network after switching off ACR
- GL.iNet travel router setup — network segmentation at home
Profiles
- Profile: privacy-conscious user — what level of protection suits your situation?