- Smart TVs collect viewing data by default through ACR, personalized ads, and usage statistics, which can be disabled from the privacy menus.
- Updating the firmware, strengthening router security, and limiting voice assistants, microphones, and cameras significantly reduces the risks of hacking and loss of privacy.
- Using only official apps, checking permissions, and avoiding suspicious USB drives helps prevent malware, botnets, and cryptojacking on your connected TV.
Televisions are no longer the "idiot box" they once were. Now they are veritable computers connected to your home router, with an operating system, app store, microphones, cameras, voice assistants, and a host of tracking options enabled by default. Your Smart TV knows what you watch, when you watch it, from which app, and for how long.And in many models, that information ends up on the servers of manufacturers and advertising companies.
The problem is that almost no one bothers to adjust the settings on day one. You get home, take the TV out of the box, scroll through three screens full of legal text, press "Accept all," and start watching Netflix. However, in those menus, you're enabling things like Automatic Content Recognition (ACR), the aggressive ad personalization or the constant sending of usage statistics. The good news is that all of this can be disabled in just a few minutes if you know where to look and what settings to adjust.
Why your Smart TV privacy is more important than it seems
In Spain, more than half of households already have a connected TV. Studies such as the IAB Spain Annual Connected TV Study and subsequent analyses by universities and public bodies show that Most Smart TVs collect display data from the first time they are turned on.We're not just talking about Netflix or YouTube, but the TV system as a whole.
Like a mobile phone or a computer, a Smart TV is based on an operating system (Tizen in Samsung, webOS in LG, Android TV/Google TV in Sony, Philips, TCL, etc.). This software includes features designed to "enhance the experience," but which often involve monitor everything that appears on the screenThat's where the famous ACR (Automatic Content Recognition) comes into play, which compares fragments of image or audio with databases to know what you are watching.
The information generated by this tracking doesn't stay in your living room. It typically travels to the manufacturer's servers or those of partner companies every few seconds or minutes, even when you're not using a streaming app. Viewing profiles, schedules, channels, apps you use, your network identifiers…all of that has enormous economic value in the advertising market.
Beyond the privacy aspect, a poorly configured Smart TV is also a gateway to security problems. These are devices that, if not updated and protected, They may be vulnerable to attacks, malware, or become part of botnetsAnd since they are always switched on or on standby, they are very tempting targets.
That's why relying on the factory settings isn't enough. If you want your TV to be truly "smart" in terms of protection, you need to spend a few minutes reviewing and adjusting the settings. all security, data and connectivity options that comes standard.
Real threats: from loss of privacy to the TV remote control
The threats affecting your TV are not science fiction. Many of them are similar to those we already know about mobile phones and computers, but with the added problem that It is less common for people to check the security settings of their Smart TV.These are the most important ones you should have on your radar.
First of all, there are the software vulnerabilitiesAny operating system can contain vulnerabilities that an attacker can exploit if the device isn't updated frequently. Some older models stop receiving patches, leaving the TV with unmet security risks. Such a vulnerability can lead to anything from crashes and strange behavior to third parties gaining control of the device.
Another clear threat is the possibility that your TV could become part of a botnetIf malware manages to infiltrate your system (through a malicious app, an infected USB drive, or an unpatched vulnerability), your TV can launch attacks against other devices or contribute to overloading internet services. From your perspective, you might only notice that it's running slower or getting hotter than usual, but in the background, it's acting as a "zombie" at the service of a cybercriminal.
Nor should we forget the cryptojackingIn other words, using the Smart TV's resources to mine cryptocurrency at the expense of the device's performance and your electricity consumption. Although a TV doesn't have the power of a PC, because it's on for many hours and is part of a network of thousands of infected devices, it's profitable for attackers. Typical symptoms include a sluggish system, slight stuttering when playing content, and unusual overheating.
Your privacy is most at stake in the use of integrated microphones and camerasMany modern TVs incorporate microphones in the remote or the TV itself to manage voice assistants (Google Assistant, Alexa, Bixby, etc.), and even cameras for video calls, facial recognition, or gesture control. If there are configuration errors, software bugs, or a hack, these devices could remain active and send information without your knowledge.
Added to all this is the exposure of your accounts and personal dataMost streaming apps and connected services require you to log in with a username and password. If a third party manages to compromise your TV, they can steal saved credentials, access your profiles, view your playback history, and even impersonate your account to make purchases or subscription changes.
What is ACR and how does your TV track you?
Automatic Content Recognition, better known by its acronym ACR, is at the heart of much of the privacy debate surrounding Smart TVs. In short, It is a technology that identifies what appears on the screen at any given moment.whether it comes from an app or from an external device (console, decoder, Blu-ray, etc.).
The method varies by manufacturer, but the typical process involves the TV taking small "samples" of what you're watching: reduced images or audio snippets. These fragments are compared to a huge database managed in the cloud. If there's a match, the system knows what program, movie, commercial, or channel you're watching. All of this happens in the background and in a matter of milliseconds..
With that information, it's possible to build a very detailed profile: what genres you like, what kind of news you consume, how much time you spend on sports, whether you usually watch children's content, what channels you tune into, what times you usually turn on the TV… This data is very valuable for the advertising market and for audience research..
Manufacturers like Samsung, LG, Sony, TCL, and Vizio use ACR or similar systems, sometimes under different brand names: "Personalization Services," "Display Information," "Live Plus," "Display Information," or similar terms. Technical analyses have shown how certain brands send data to their servers every few seconds, even when you're not pressing any buttons.
From a legal point of view, in Europe the GDPR requires express, informed and unequivocal consent For this type of treatment, many TVs activate tracking if you accept all the terms in the initial setup wizard, hiding the details within paragraphs of text that almost no one reads. The good news is that, by accessing the privacy settings, you can disable ACR and significantly limit this flow of information.
How to disable tracking and personalized ads on your Smart TV
Although each brand uses slightly different menus and names, disabling tracking usually takes less than five minutes. The general pattern is similar: Go to Settings, locate the privacy section, and uncheck anything that resembles personalized ads or content recognition..
On recent Samsung TVs, you'll usually find this option in the Settings menu, under the "General and Privacy" or "Terms and Privacy Policy" section. There you'll find options like "Personalization Services" or "Viewing Information Service." If you disable them, you stop sharing your viewing activity for commercial purposes.However, you will still be able to use Netflix, Prime Video, or any other app without limitations.
On LG models with webOS, the settings are usually located under "General" > "About this TV" > "User Agreements." There you'll see options like "Displaying Information" or "Interest-Based Ads." Unchecking these prevents the manufacturer from using your viewing habits to target advertising. The recommendations within each app will continue to be based on what you see within that platform.not in the TV's ACR.
If your TV runs on Android TV or Google TV (Sony, TCL, Philips, and others), it's worth checking several areas: the system's "Privacy" section, where you can disable "Usage and diagnostics" to prevent usage reports from being sent, and the "Ads" section to reset or remove the advertising identifier. That cuts off a good portion of cross-tracking between apps..
Other ecosystems like Roku and Amazon Fire TV also have their own privacy options. On Roku, for example, in "Settings" > "Privacy" > "Smart TV Experience," you can tell it not to use TV input information to personalize content. On Fire TV, within "Preferences" > "Privacy," you can disable "Device Usage Data" and "App Usage Data Collection." It's not perfect, but it greatly reduces the amount of data leaving your living room..
It's worth noting that some major firmware updates may reset some of these preferences. Therefore, you should periodically (for example, every 6 or 12 months) review the privacy menu to ensure that Tracking features have not been reactivated without your knowledge.
Basic security settings: updates, firewall, and router
Privacy is one aspect of the problem, but the other major aspect is the technical security of your Smart TV and home network. If you want to reduce the risk of hacking or your TV ending up in a botnet, there are several simple measures that make a big difference and don't take much time.
The first is to always have the system Updated with the latest available firmwareJust like with a mobile phone or laptop, manufacturers fix security vulnerabilities through patches. Many televisions allow you to enable automatic updates from the "Technical Support," "Software Update," or similar settings. Ideally, you should leave it in automatic mode so you don't have to remember to update.
Another key component is the router. It's the gateway to the internet for all your devices, so you'd better have it properly secured. Change the username and password for accessing the settings (the typical "admin/admin" or whatever it says on the sticker). Use a long and strong WiFi password And disable WPS if you don't need it. If your router allows it, filter by MAC address or create a guest network to place the Smart TV on to isolate it from other sensitive devices.
In some models, the television itself also includes some type of firewall or integrated protection system. In the LG world, for example, webOS incorporates security modules that run in the background, and in other brands you can find "device protection" options within the menus. If your TV includes a firewall or additional protection, make sure it's activated..
Regarding antivirus solutions specifically for Smart TVs, the situation is mixed. Some systems support security apps in their official stores, while others offer very few options. What is common, however, is that you should never install software through unofficial channels (sideloading or APKs from dubious sources). If an app isn't in the manufacturer's official store or on Google Play, it's best not to go near it.For example, the Risks of using Magis TV and Xuper TV They illustrate the dangers of unofficial apps.
Finally, there's a measure that's as radical as it is effective: disconnect your TV from the internet if you simply don't need its "smart" features. If you always use an external device (Chromecast, Apple TV, Fire Stick, set-top box from your provider, etc.), you can Turn off WiFi on the TV and use only HDMI.Without a network connection, the Smart TV cannot send data anywhere.
Account management, voice assistants, microphones and cameras
An important part of privacy settings involves reviewing which accounts you've linked to your TV and which features you actually use on a daily basis. Many people agree to create or log in with the manufacturer's account when they first get their Smart TV and then forget about it, when in reality That account is yet another channel for data collection..
If you don't need to sync favorites, channel lists, or purchases across multiple devices of the same brand, you can consider deactivating that account or using a specific email address for the TV, with a strong password different from the one used for other services. The less real personal information you link to the manufacturer's ecosystem, the smaller the profile they can build about you..
Voice assistants deserve special attention. They are designed to make your life easier, but their operation means that There should always be a microphone listening for a trigger wordAlthough in theory audio is only sent to the cloud when you speak the command, experience with other connected devices shows that errors, false activations, or unforeseen uses can occur.
In your Smart TV settings, you can completely disable the voice assistant or, at least, revoke microphone access permissions for apps that don't need it. Many remotes include a physical button with a microphone icon that you can disable. If you don't use voice control, it's best to leave the microphone disconnected..
With built-in cameras, the advice is even more straightforward. If you don't make video calls from your TV or use gesture or facial recognition features, it's best to turn them off or cover them. Some models have a mechanical tab to block them, and on those that don't, a simple piece of opaque tape will do the trick. It's the same logic as covering your laptop's webcam: cheap, simple, and effective.
Additionally, periodically check in the settings which apps have permission to access your microphone and camera. If you see an app you don't trust, or one that doesn't make sense to use those resources, requesting them, it's a clear red flag. Remove permissions or uninstall without hesitation any application that asks for more than necessary.
WiFi network, DNS and secure browsing from the TV
The way your Smart TV connects to the internet also greatly affects your privacy. While it may seem that only the television itself matters, the truth is that Your home network settings can reduce tracking and block some intrusive advertising..
An interesting measure is to change your router's DNS servers to services that include filtering for malicious or tracking domains. Options like Cloudflare (for example, its 1.1.1.3 configuration to block malware and adult content) or Quad9 (9.9.9.9 with protection against suspicious domains) help prevent your TV from even connecting to certain servers used for advertising or mass tracking. It's not a cure-all, but it adds another layer of protection..
In homes with many connected devices, creating a Guest WiFi network only for the Smart TV and other IoT gadgets (plugs, light bulbs, speakers, etc.) is a good strategy. That way, if any of them has a security issue, it will be more isolated from your personal computer, main mobile phone, or the NAS where you store important documents.
Regarding the use of a VPN directly on the TV, it largely depends on the operating system and the support offered by each manufacturer. Some allow you to configure a VPN from the TV itself, but in many cases it's more practical to place it on the router or an external device (a TV Box with VPNChromecast, Apple TV, Fire TV) that is the one that actually connects to the streaming services. This way you protect both traffic and the apparent location of your home..
If you ever use the Smart TV's built-in web browser, it's advisable to follow the same basic rules as with any other device: check that the website uses HTTPS, don't save passwords in the TV's browser, avoid downloads from dubious sites, and be wary of pop-up windows or strange messages. Pirate streaming and download sites remain a hotbed of malware and scam attemptsalso in the environment of the television.
Finally, be very careful with USB drives. If you connect a USB drive that has been used on public computers, internet cafes, shared computers, or from unreliable sources, there is a risk that it may contain malware. Before plugging it into the TV, Run it through an antivirus program on your computer, and if something doesn't seem right, it's best not to use it..
Applications, permissions, and best practices with TV software
Another important aspect of keeping your Smart TV under control is managing installed applications. Ultimately, each app is a potential data leak point or entry point if its security is weak. It's worth taking some time to... Clean up what you don't use and check the permissions of what remains..
The basics: only install apps from your system's official app store (Samsung Apps, LG Content Store, Google Play, Roku Channel Store, etc.). If you're asked to download something from external websites, suspicious QR codes, or a USB drive of unknown origin, it's best to pass. Official repositories apply security filters and reviews that, while not foolproof, do prevent most malware. Outside of those stores, the risk skyrocketsIf you're looking for safe options, check out Legal alternatives for streaming.
In your TV's settings, there's usually a section where you can see all the installed apps, how much space they're using, and what permissions they have. Use this to uninstall any you don't use and to check what's accessing your usage data, location (if the TV manages it), microphone, or camera. A recipe app that requests access to the microwave, for example, is completely out of place..
Another good habit is to review the privacy settings of each major app (Netflix, YouTube, Prime Video, etc.), just as you would on your phone. Some allow you to limit your viewing history, disable some personalized recommendations, or manage how your data is used. They're not always the most obvious options, but it's worth taking a little look at the menus..
As for experiences based on more privacy-conscious software (like Jellyfin for your own content or alternative YouTube clients), these can be an interesting option as long as they are installed from official and trusted sources. They tend to collect less data and give you more control, although in many cases they require a bit more configuration. The key remains to not open the door to random APKs or builds you find lying around..
By combining a good app cleanup, keeping updates up to date, and strict permission control, you significantly reduce the attack surface of your Smart TV and limit the information that apps can collect about your behavior.
Ultimately, the key to having a truly smart Smart TV lies in taking a few minutes to master all the built-in connected features. Disabling ACR, reviewing data collection, limiting voice assistants, keeping the firmware updated, maintaining your router, and controlling which apps you install are simple steps anyone can take. This way, you get a TV that continues to offer Netflix, HBO Max, Disney+, or Movistar Plus without sacrificing the functionality of traditional TV. Do not let your salon become a constant source of data for third partiesA couple of adjustments today will save you a lot of headaches tomorrow.
