- The Smart TV They collect data on viewing habits, searches and preferences to profile the user.
- Automatic Content Recognition (ACR) allows you to identify in real time what is being viewed on the screen.
- Disabling data collection and controlling access to cameras and microphones is key to protecting privacy.
Smart TVs have become one of the most popular devices for home entertainment, but they've also attracted attention for an increasingly troubling issue: privacy. Although many users believe that having a Smart TV only means enjoying apps, streaming y video games, the reality is that these devices collect a large amount of personal information even when they function as mere monitors. This has sparked a heated debate about manufacturer transparency, data security, and, above all, users' ability to control what they actually share without knowing it.
Privacy concerns go far beyond losing the remote between the couch cushions. Numerous recent studies and research have shown that smart TVs can collect detailed data about our habits and preferences, even creating complete profiles for commercial and advertising purposes. Even those users who only use their TV connected as an external display, for example to a laptop, are being monitored. Here we take a closer look at the issue. What information does a Smart TV collect, how does it do so, and what implications does it have for digital privacy?.
Why do Smart TVs collect data?
The main driving force behind data collection on smart TVs is the business of personalized advertising and user behavior analysis. As we've seen throughout the evolution of the Internet, large digital platforms base a large part of their model on profiling their users to show them ads tailored to their tastes and routines; smart TVs have followed suit, becoming a valuable source of information for manufacturers, advertisers, and data brokers.
The data obtained by Smart TVs allows brands to tailor advertising and supposedly improve the user experience, but it also opens the door to certain opaque and, at times, invasive practices. The average user is rarely aware of the level of detail of the information they share and how it can be used, even transmitted to third parties without their explicit knowledge. The transparency of privacy policies and default settings, which are often unclear or difficult to modify, have been criticized by consumer organizations and security experts.
The role of Automatic Content Recognition (ACR)
The star technology in data collection by Smart TVs is Automatic Content Recognition, better known as ACR. This system is capable of identifying what the user is viewing on the screen at any given time, whether it's conventional television, streaming, video games, or content from a device connected via HDMI.
How does the ACR actually work? The research coordinated by the Universidad Carlos III de Madrid (UC3M), in collaboration with University College London and the University of California at Davis, revealed that the ACR Captures screen fragments and sometimes audio to generate a digital fingerprint of the played contentThis way, the Smart TV can accurately determine what program, movie, or video game is being viewed, regardless of the source.
This information is periodically sent to the manufacturers' servers, even when the TV is only used as an external monitor. According to the researchers, ACR acts as a kind of "visual Shazam," identifying anything that passes through the screen. So, even if the user thinks they're safe using their smart TV solely as a display for their laptop or console, data capture and transmission continues if the internet connection is enabled.
What data does a Smart TV specifically collect?
The level of detail that a Smart TV can capture in its data collection is astonishing. Among the information collected by these devices are:
- Traditional television programs and channels that the user sees.
- Movies, series and videos played from streaming platforms and installed apps.
- Games played and interactive content running on the screen.
- Total time spent on each type of content, facilitating the creation of a consumption pattern.
- Searches performed from the Smart TV, both in apps and in the device's own built-in browser.
- File names displayed when connecting devices USB (according to research on LG models), sometimes even sent over the Internet without encryption.
- Online behavioral data and web browsing made from the television.
- Screenshots and, on some models, ambient audio clips to identify the exact content.
- User preferences, scheduling habits and viewing routines.
- Demographic data associated with the user profile, such as age, gender, education level, ethnicity (when provided or inferred through cross-analysis), and even approximate location from the IP address.
All this information allows for the creation of a unique digital profile of each household and user, facilitating the segmentation and personalization of ads. The risk is that this information could also end up in the hands of third parties, intermediaries, or even cybercriminals if the manufacturer or the data transmission chain suffers a vulnerability.
How often and in what detail is this data transmitted?
One of the most controversial aspects discovered by researchers is the frequency with which smart TVs send data to the manufacturers' servers. For example, Samsung models send information more or less every minute, while LG models do so every 15 seconds.These intervals demonstrate the intensity with which user activity is monitored.
Some models, as reported in a British study on LG Smart TVs, They were able to capture file names stored on connected USB devices and transmit them over the network, even when the option to collect information was disabled.This type of practice has led some brands, following complaints and social pressure, to release firmware updates to correct these behaviors.
With most smart TVs, Data sending occurs independently of the content source: whether it's a regular TV, built-in apps, HDMI, USB, or any other input that plays video or audio.
What about privacy and consent?
The issue of consent is one of the most sensitive points in the collection of information by Smart TVs. Typically, manufacturers include these types of tracking practices in their terms and conditions, but the technical language and length of these agreements mean that most users accept them without being fully aware of their scope..
In specific cases such as Netflix or YouTube, Studies have found that ACR-type data transmission does not always occur, possibly due to special agreements or technical restrictions specific to these platforms.For example, Netflix prevents screenshots of its content, ensuring an extra level of protection for its users.
However, this is the exception: Data transmission by the TV is usually enabled by default and requires the user to manually access the settings menu to disable it.Many people don't even know this option exists, and the lack of transparency in the initial menus makes it difficult for people to easily change their privacy preferences.
What other risks exist? Cameras, microphones, and security
Some smart TVs include built-in cameras and microphones for features like video calling, facial recognition, and voice control. These components add an extra layer of risk, as they can be vulnerable to cyberattacks, allowing cybercriminals to access private images or conversations without authorization. Specialists in ciberseguridad They recommend physically covering the camera when not in use and disabling the microphones from the settings if possible.
There are even reports that some models have been hacked to take control of the camera, access the home Wi-Fi network, or intercept the audio signal. The safest option will always be to check your TV's specifications and search forums or security guides for ways to block these functions. when they are not essential for the user.
Legal and ethical implications: Does the law protect the user?
In the European context, the General Data Protection Regulation (GDPR) establishes strict rules on the processing and collection of personal informationHowever, research suggests that some manufacturers' practices may be operating at the limit, and sometimes even exceeding what is permitted by law if users do not actively manage their privacy settings.
The key lies in informed consent and the ease with which users can opt out of data collection. The opacity of many initial menus and the default activation of systems such as the ACR make it difficult to truly comply with the standard, leaving the consumer in a defenseless position until there is progress in regulation or greater social pressure..
What can we do to protect our privacy with a Smart TV?
Facing this scenario, Consumers can take a number of steps to minimize (though not always completely eliminate) data collection by their Smart TV.:
- Review your device's privacy settings as soon as you install it, access the settings menu and disable ACR if possible.
- Disconnect the TV from the Internet when used as a simple external monitor, especially when connecting computers, consoles or devices storage USB with sensitive information.
- Block the use of cameras and microphones from the settings; if not possible, physically cover the camera with black tape.
- Stay tuned for security and firmware updates, enabling whether the automatic updates option is offered.
- Change the default passwords and do not use the factory default settings..
- Read the privacy policies, even though it may be tedious, and look for references in specialized forums or user guides on how to limit the collection of information in specific models..
If a specific model does not allow for monitoring these aspects, it may be advisable to consider purchasing another device. Brands have been gradually improving the transparency of their privacy menus, but there's still a long way to go before users truly own their own information.
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