Turn off smart TV tracking (ACR)

What ACR is, in plain terms

ACR is software that takes small “fingerprints” of the picture or sound on your TV, matches them against a database and reports what you are watching. Because it reads the screen, not an app, it can recognize cable, antenna, game consoles and a laptop connected by HDMI, not only streaming apps. ConsumerAffairs cites a study in which TVs captured snapshots of the screen every 15 to 60 seconds.

TV makers use the data to suggest shows and to sell advertising. It is not a fringe practice: it is built into the setup flow of many TVs, often behind a long agreement you accept on first use.

Why regulators care

• Vizio, 2017. The Federal Trade Commission and the New Jersey Attorney General said Vizio collected viewing data from 11 million consumer TVs “second-by-second” starting in February 2014, added demographic details such as age, income and household size, and sold it to third parties. Vizio paid $2.2 million and agreed to clear disclosure and “affirmative express consent” before collecting viewing data.
• Texas, December 2025. The Texas Attorney General sued five major TV makers, alleging they used ACR to monitor what Texans watch, and told consumers to turn ACR off. These are allegations in lawsuits, not findings by a court.

The FTC’s own advice for connected devices is to review tracking settings on smart TVs and to remove apps you do not use, because idle apps can still collect data.

Step 1: Find the privacy menu

The Texas Attorney General’s guidance describes the general route: press Home, go to Settings, open General, System or a similar section, then Privacy. Look for names such as “Smart TV Experience,” “Viewing Information Services,” “Interactive TV,” “Live Plus” or “Personalized Ads.” Switch off anything that mentions viewing information, content recognition or interest-based advertising. If a setting is called an “advertising ID,” reset or delete it as well.

Step 2: Use the platform table

ConsumerAffairs reported these menu paths in 2026. Labels change with software updates, so treat them as hints, not exact instructions.

If your TV uses a streaming device plugged into HDMI, check both: the TV’s own ACR can still see the picture from the stick, and the stick has its own ad and privacy settings.

Step 3: Limit advertising and data sale

• Switch off personalized advertising and interest-based advertising.
• Look for a “Do Not Sell or Share My Personal Information” option, or use the privacy request page in the TV maker’s privacy policy. Some states give you a right to opt out of the sale of personal data.
• Decline optional data-sharing offers at the first setup screens, and review them again after a factory reset or a major update.
• Delete apps you never use, as the FTC advises.

What you may lose when ACR is off

You will usually keep every app and input. You may lose some personalized recommendations, some voice-search suggestions and certain “what’s on” banners. Some TVs warn that turning a setting off disables a feature. That is a fair trade for most households, and the setting can be turned back on.

Other options if you want more control

For the network option, see how to put smart devices on a separate network. If you rent a furnished place or share a TV, check what accounts are signed in before you hand it over: moving out: what to do with your smart home devices includes TVs and streaming sticks.

Buying a new TV

Read the setup screens before accepting. Prefer a TV that lets you decline viewing-data collection at first setup, works without creating an account, and has a software support period the maker states. Remember that ACR is only one of several trackers: voice assistants, built-in cameras and apps each have their own settings.