Your Smart TV Is Watching You: How to Turn Off ACR Tracking

That cheap smart TV you bought is partly subsidized by selling data about what you watch. The technology behind it is called ACR, and most people never knew they agreed to it. Here is what it does and exactly how to switch it off on every major brand.

Key takeaways

• ACR (Automatic Content Recognition) fingerprints whatever is on screen, including HDMI inputs, and reports it for ad targeting.
• It is on by default and hidden behind vague names: Samsung's "Viewing Information Services," LG's "Live Plus," Vizio's "Viewing Data."
• A March 2026 Samsung settlement with Texas forced opt-in consent there; cases against Sony, LG, Hisense, and TCL remain active.
• Disabling ACR does not break streaming apps, picture quality, or any normal TV function.
• For full privacy, also reset the advertising ID and consider keeping the TV off your network entirely.

What ACR actually is

ACR stands for Automatic Content Recognition. The TV takes periodic snapshots or audio fingerprints of whatever is on screen, then matches them against a database to identify the show, movie, ad, or even game you are watching. Crucially, it works across everything: live TV, streaming apps, and even devices plugged into your HDMI ports, like a game console or cable box.

That identification gets sent back to the manufacturer or third-party analytics firms. The data fuels targeted advertising and a detailed profile of your viewing habits, often without you realizing you opted in during the rushed first-time setup.

The 2026 legal pressure

This is not a fringe concern anymore. In March 2026, Samsung settled a lawsuit with the Texas Attorney General over how its TVs collected and monetized viewing data through ACR. As part of the settlement, Samsung agreed to stop collecting ACR data from Texas residents without explicit, informed consent, and to rewrite the confusing on-screen privacy prompts.

Importantly, that settlement applies only to Texas residents, and separate cases against other manufacturers including Sony, LG, Hisense, and TCL remain active as of mid-2026. The practical lesson for everyone, in Texas or not: the off switch exists, you just have to find it.

What ACR is called on each brand

The reason most people never disable ACR is that no brand calls it "ACR" in the menu. Here is the name to hunt for on each:

Brand	ACR setting name	Where to find it
Samsung	Viewing Information Services	Settings > Support > Terms & Privacy > Privacy Choices
LG	Live Plus	All Settings > General (or System) > Additional Settings
Vizio	Viewing Data	Admin & Privacy (or System > Reset & Admin)
Roku TV	Use Info from TV Inputs	Settings > Privacy > Smart TV Experience
Sony / Android TV	Samba Interactive TV	Settings > System/Device Preferences > Privacy

If your set is not listed, look under any privacy or "additional settings" menu for a toggle mentioning viewing data, interactive TV, or content recognition.

How to turn it off by brand

Samsung (Viewing Information Services)

1. Press Home on the remote.
2. Go to Settings, then Support → Terms & Privacy → Privacy Choices (older models: General & Privacy).
3. Open Privacy Choices.
4. Turn Viewing Information Services off. That is Samsung's name for ACR.

Roku TVs (Smart TV Experience)

1. Press Home.
2. Open Settings → Privacy.
3. Go to Smart TV Experience.
4. Uncheck Use Info from TV Inputs. While you are in Privacy → Advertising, also toggle off Personalize ads.

Sony / Android TV and Google TV

1. Press Home and open the Settings gear.
2. Go to System or Device Preferences, then About, then Legal Information / Privacy Settings.
3. Turn off anything labeled Samba Interactive TV, Usage and Diagnostics, or Viewing data.

LG (Live Plus)

1. Open Settings, then All Settings.
2. Go to General (or System on newer models), then Additional Settings.
3. Turn Live Plus off, that is LG's ACR feature.

Vizio (Viewing Data / SmartCast)

1. Press the Menu or V button.
2. Go to Admin & Privacy (older models: System → Reset & Admin).
3. Select Viewing Data and turn it off.

Other ways to limit tracking

Disabling ACR is the most important step, but you can go further:

• Decline optional terms during setup. Required terms are fine; the optional viewing-data agreements are what enable ACR.
• Keep the TV off your network if you only use external streaming devices, and stream through a Roku, Apple TV, or Fire TV stick instead. The TV cannot phone home if it is not online, our streaming device buying guide helps you pick one.
• Block telemetry at the router with a network-level ad/tracker blocker if you are comfortable with that level of control.

What you lose, and don't

Turning off ACR does not disable streaming apps, picture quality, or normal TV functions. The main things you give up are "personalized" content suggestions based on your viewing and some ad targeting. Most people consider that a fair trade for not having a screen-scanner reporting their habits to data brokers. It will not affect performance either, if your TV is sluggish or stalling, that is a separate issue covered in our guide to fixing smart TV buffering.

Bottom line

Every major brand ships ACR enabled by default and hides the toggle behind vague names like "Viewing Information Services" or "Live Plus." Spend five minutes in the privacy menu on each TV in your home, flip those switches off, and reset the ad ID. Your TV will work exactly as before, minus the part where it quietly narrates your evenings to advertisers.

Frequently asked questions

What is ACR on a smart TV?

ACR (Automatic Content Recognition) is technology that fingerprints whatever appears on your screen, including content from HDMI inputs like a console or cable box, and reports it to the manufacturer or analytics firms to build an advertising profile of your viewing.

Does turning off ACR break my TV?

No. Streaming apps, picture quality, and every normal function keep working. You only lose "personalized" viewing recommendations and some ad targeting.

Is ACR only a problem in Texas after the Samsung settlement?

No. Samsung's March 2026 settlement requires opt-in consent only for Texas residents, but ACR ships enabled by default everywhere, and cases against other makers like Sony, LG, Hisense, and TCL are still active. Everyone should disable it manually.

Can ACR see what I watch through a connected streaming stick?

Yes. ACR can fingerprint content arriving over HDMI, so even using your TV purely as a display for an Apple TV, Roku, or game console does not stop it. Disable ACR or keep the TV off your network to prevent it.