Smart TVs have become a common part of households, but a lesser-known feature is now raising concerns about privacy. Many of these devices come with a built-in technology called Automatic Content Recognition (ACR), which can track what users are watching.
ACR works by analysing the audio and visuals on a screen to identify content. It can recognise shows from streaming platforms, cable TV, or even devices connected through HDMI, such as gaming consoles or set-top boxes. Once identified, the system creates data about viewing habits.
This data is often used to improve user experience by suggesting shows or delivering personalised advertisements. However, the concern is that many users are not aware this tracking is happening. In several cases, ACR is enabled by default when the TV is set up.
Privacy experts warn that such data collection can go beyond simple recommendations. The information may be shared with third-party advertisers or data companies, raising questions about how securely it is handled and who has access to it.
There are also concerns that smart TVs may continue tracking content even when they are used only as display screens for external devices. This means users could be monitored without actively using built-in apps.
With growing focus on digital privacy laws, including India’s data protection framework, experts say there is a need for clearer disclosures and better control for users.
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