Your smart TV does more than play shows. Out of the box, most models record what appears on screen, link it to a device ID, and pass that profile to ad networks. You can shut most of this down in under 15 minutes, and you keep every streaming app you use today.
This guide covers the exact toggles for each major brand, the extra settings most people miss, and the network steps that block the data a TV still sends after you change its menus.
What Is ACR and What Data Does Your Smart TV Collect?
A smart TV gathers several types of data, and each one has its own switch.
The biggest source is Automatic Content Recognition (ACR). The TV samples the picture or the audio every few seconds, turns that sample into a fingerprint, and matches it against a database of shows, films, games, and ads. Because ACR reads the final output on the panel, it identifies content from a cable box, a game console, a Blu-ray player, or a laptop on HDMI, not only from built-in apps.
On top of ACR, the TV also collects:
- Advertising ID: a unique tag that lets ad networks tie your viewing to other devices in your home.
- App and device usage data: which apps you open, how long you stay, and what you tap.
- Voice data: recordings sent to the cloud when you use the voice remote or a wake word.
- Network details: your IP address, which reveals your rough location.
Manufacturers switch most of these on during setup, and the opt-outs sit three or four menus deep.
Step 1: Turn Off ACR Tracking on Samsung, LG, Roku, Vizio and Fire TV
Each brand gives ACR a different name, so look for the label listed below.
Menu paths shift between model years and software versions. If your path differs, open the TV's settings search and type the setting name shown here.
How to Turn Off Viewing Information Services on Samsung TV
Samsung calls its ACR feature Viewing Information Services.
- On newer models, open Settings > All Settings > General & Privacy > Terms & Privacy (some versions label it Privacy Choices).
- Turn off Viewing Information Services.
- Turn off Interest-Based Advertising.
- Turn off Voice Recognition Services if you don't use voice control.
On older Samsung sets, the same toggles live under Settings > Support > Terms & Policies.
How to Turn Off Live Plus on LG TV
LG uses the name Live Plus for ACR, and newer webOS builds add a separate viewing agreement.
- Go to Settings > All Settings > General > System > Additional Settings.
- Switch Live Plus off.
- Open General > System > User Agreements (on some models, Privacy & Terms > User Agreements).
- Withdraw the Viewing Information agreement and the Interest-Based Advertising agreement.
- Turn on Limit Ad Tracking or Do Not Sell My Personal Information if your model shows it.
How to Turn Off Smart TV Experience on Roku TV
Roku handles ACR under a section called Smart TV Experience.
- Open Settings > Privacy > Smart TV Experience.
- Uncheck Use Info from TV Inputs.
- Uncheck Use Info from Streaming Channels if your model lists it.
- Go to Settings > Privacy > Advertising and turn on Limit Ad Tracking.
Roku keeps any data it collected before you made the change, so this setting only stops future collection.
How to Turn Off Viewing Data on Vizio TV
Vizio labels its ACR switch Viewing Data.
- Press Menu on the remote.
- Go to System > Reset & Admin.
- Highlight Viewing Data and set it to Off.
- In the same area, turn on Limit Ad Tracking under the advertising options.
Older Vizio models use the name Smart Interactivity for the same feature.
How to Turn Off Tracking on Amazon Fire TV
Fire TV splits tracking across several switches in one menu.
- Open Settings > Preferences > Privacy Settings.
- Turn off Device Usage Data.
- Turn off Collect App Usage Data.
- Turn off Interest-based Ads.
- Turn off Automatic Content Recognition and Over-the-Air Viewing Data if your TV shows them.
Then sign in to your Amazon account on the web and review its ad preferences, since Fire TV shares data with your wider Amazon profile.
How to Turn Off Tracking on Google TV and Android TV (Sony, TCL, Hisense)
Google TV models mix Google's privacy controls with the manufacturer's own ACR partner, often Samba TV.
- Go to Settings > Privacy > Usage & Diagnostics and turn it off.
- Go to Settings > Privacy > Ads and choose Delete advertising ID (or Opt out of Ads Personalization on older builds).
- On Sony sets, open Settings > Initial Setup and turn off Samba Interactive TV or Interactive TV Settings.
- On other brands using Samba TV, look for Interactive TV Service under system or setup menus and disable it.
Step 2: Disable the Smart TV Microphone, Voice Assistant and Camera
ACR is not the only sensor on a modern TV, and voice features send audio to remote servers.
- Disable voice recognition or the wake word ("Hey Google," "Alexa," "Bixby") in the voice or assistant settings.
- On Google TV, open Settings > Privacy > Google Assistant and turn off the hands-free mic.
- If the TV has a built-in or pop-up camera, push it down or cover it with opaque tape. An external USB camera should stay unplugged when you aren't on a call.
- Use the remote's mic button only when you need it, or swap to a remote without a microphone.
Step 3: Turn Off Personalized Ads and Reset the TV Advertising ID
Resetting the ad ID breaks the link between your old viewing profile and the new one.
Turning off ad personalization stops future targeting, but the profile built so far stays attached to your current ID. Delete or reset the ID once on Google TV, Fire TV, and Roku (through Limit Ad Tracking, which also resets it). Do this again whenever you factory reset the TV or sell it.
Step 4: Limit Tracking in Netflix, YouTube and Other Streaming Apps
Your TV settings don't control the data that Netflix, Hulu, YouTube, or Prime Video collect inside their own apps.
Streaming services log every title you pick because they need it for watch history and resume points. You can't switch that off, but you can limit what they do with it. Sign in to each service on a web browser, open the privacy or ad settings, and turn off ad personalization and third-party data sharing. Clear old watch history from accounts you share with others.
Step 5: Block Smart TV Tracking Domains With DNS Filtering
Menu settings cut the main data flow, but most TVs keep sending analytics and diagnostics to the manufacturer.
A DNS filter stops the TV from reaching known tracking servers, no matter what its settings say. You have three practical options:
| Option | Effort | What it gives you |
|---|---|---|
Cloudflare for Families (1.1.1.3) |
Low | Basic filtering, set once in your router's DNS fields |
| NextDNS | Low to medium | Custom blocklists plus a log showing every domain your TV contacts |
| Pi-hole or AdGuard Home | Medium | Self-hosted filtering with full local control |
After setup, check the query log. Samsung and LG TVs often show requests to domains such as samsungacr.com, samsungads.com, lgtvsdp.com, and lgsmartad.com. Add these to your blocklist, then confirm your streaming apps still play.
Stop TVs That Ignore Your DNS
Some TVs skip your router's DNS and contact a hardcoded resolver like 8.8.8.8 directly.
If your TV's requests never show up in your filter's log, this is the reason. Add a firewall rule on your router that blocks outbound traffic on port 53 from the TV to any address except your chosen DNS server. Routers running OPNsense, pfSense, MikroTik, or UniFi support this rule. Some TVs also use DNS over HTTPS, so block port 443 to well-known public resolver IPs as well.
Step 6: Put Your Smart TV on a Guest or IoT Network
Network isolation keeps the TV away from your laptops, phones, and work devices.
The quick version uses your router's guest network. Connect the TV and other smart home gear to it, and leave your computers on the main network. If your router supports VLANs, create an IoT segment and set rules that allow the TV to reach your DNS filter and streaming services while blocking it from talking to the rest of your home network.
A router-level VPN hides your IP address from your internet provider, but it does not stop ACR. The TV still captures and sends viewing data, only through an encrypted tunnel. Treat a VPN as an add-on, not a replacement for Steps 1 to 5.
Step 7: Disconnect the TV From the Internet and Use a Streaming Box
Cutting the TV off the internet stops its built-in tracking completely.
Forget the Wi-Fi network on the TV, unplug the Ethernet cable, and run all your apps through an external streaming box on HDMI. Apple TV 4K gives you the most privacy among mainstream options, since Apple doesn't run ACR and doesn't build its business around TV ads. A Roku, Fire TV, or Chromecast device still collects data, so apply its own privacy settings from Steps 1 and 3.
An offline TV still works perfectly as a screen. It may nag you to reconnect, and some models store data and upload it later if they ever get back online, so keep it disconnected for good.
Why Smart TV Privacy Settings Turn Back On After Updates
Firmware updates sometimes reset privacy toggles to their defaults or add new data options.
- After every major TV software update, reopen the privacy menus and confirm your choices stuck.
- Every three months, check your DNS filter log for new tracking domains from the TV.
- Write down the settings you changed, so you can restore them quickly after a factory reset.
- Once a TV stops receiving updates (usually after 5 to 7 years), take it offline and use an external streamer.
- Factory reset any TV before you sell it or give it away.
Frequently Asked Questions
Will turning off ACR stop my streaming apps from working?
No. ACR only identifies what's on screen for ads and recommendations. Netflix, YouTube, Disney+, and every other app play exactly as before. The TV's home screen may show less tailored suggestions.
Does turning off ACR delete data the TV already collected?
No. The change stops new collection only. Roku states that data gathered while the setting was on may still be kept. To request deletion, use the privacy request form on the manufacturer's website.
Is ACR on by default?
On most new TVs, the setup screens ask you to agree to viewing data terms, and many people accept without reading. LG says its ACR and ad features are optional and off unless you agree to them, but every brand presents these terms during first setup, so check your settings either way.
Does a VPN stop smart TV tracking?
No. A VPN encrypts traffic and hides your IP address from your internet provider, but the TV still captures viewing data and sends it through the tunnel. DNS filtering and the ACR toggles do far more to stop TV tracking.
Can my TV track what I play on a game console?
Yes, if ACR is on. ACR reads the image or audio on the panel itself, so it identifies games, Blu-rays, and anything else on HDMI inputs. Researchers testing Samsung and LG sets found this traffic stopped once users opted out.
Should I put my smart TV on a guest network?
Yes, for most homes. A guest or IoT network keeps the TV away from computers and phones that hold sensitive data, and it takes two minutes to set up on most routers.
