How to disable ACR on your TV – and why doing so is critical for your privacy


Samsung S95H OLED TV at CES

Kerry Wan/ZDNET

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ZDNET’s key takeaways

  • Smart TVs track viewing habits with ACR tech.
  • Collected data fuels billions in targeted ads.
  • Turning off ACR protects privacy but takes effort.

Most modern smart TVs come with a silent partner: Automatic Content Recognition (ACR). This ad-tracking tech monitors everything on your screen in real-time, feeding your viewing history into a database to build a precise profile of your habits. It’s the engine behind those eerily specific ads — and it’s likely running the moment you press power.

Also: Own a Samsung TV? I changed these 6 settings to make the system run like new again

What’s the incentive behind this invasive technology? According to market research firm eMarketer, in 2022, advertisers spent an estimated $18.6 billion on smart TV ads, and these numbers are expected to continue rising.

How does ACR work?

To understand how ACR works, imagine a constant, real-time Shazam-like service running in the background while your TV is on. It identifies content displayed on your screen, including programs from cable TV boxes, streaming services, or gaming consoles. ACR does this by capturing continuous screenshots and cross-referencing them with a vast database of media content and advertisements.

According to The Markup, ACR can capture and identify up to 7,200 images per hour, or approximately two images every second. This extensive tracking provides valuable insights for marketers and content distributors, as it reveals connections between viewers’ personal information and their preferred content. By “personal information,” I mean email addresses, IP addresses — and even your physical street address.

Also: Your Roku has hidden settings and menu screens – here’s how to unlock them

By understanding what viewers watch and engage with, marketers can make decisions on content recommendations to create bespoke advertising placements. They can also track advertisements that lead to purchases.

Because ACR operates clandestinely in the background, many of us aren’t even aware of its active presence each time we’re enjoying our favorite shows. Opting out of using ACR is complex and sometimes challenging. Navigating your TV settings might take several dozen clicks to better protect your privacy.

If you, like me, find this feature intrusive or unsettling, there’s a way to disable it on your smart TV. It may take some patience, but below is a How-To list for five major brands that demonstrates how to turn off ACR.

How to turn off ACR on a smart TV

  1. Press the Home button on your remote control.
  2. Navigate to the left to access the sidebar menu.
  3. In the sidebar menu, choose the Privacy Choices option.
  4. Select the Terms & Conditions, Privacy Policy option.
  5. Ensure that the checkbox for Viewing Information Services is unchecked. This will turn off ACR and any associated ad targeting.
  6. Select the OK option at the bottom of the screen to confirm your changes.


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  1. Press the Home button on your remote control to access the home screen.
  2. Press the Settings button on your remote.
  3. In the settings side menu, select the Settings option.
  4. Navigate to and select the General option.
  5. In the General menu, choose System.
  6. Select Additional Settings.
  7. In Additional Settings, locate and toggle off the Live Plus option.

LG further allows you to limit ad tracking, which can be found in Additional Settings.

  1. In the Additional Settings menu, select Advertisement.
  2. Toggle on the Limit AD Tracking option.

You can also turn off home promotions and content recommendations:

  1. In the Additional Settings menu, select Home Settings.
  2. Uncheck the Home Promotion option.
  3. Uncheck the Content Recommendation option.


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  1. Press the Home button on your remote control to access the main menu.
  2. Navigate to and select Settings.
  3. Choose Initial Setup.
  4. Scroll down and select Samba Interactive TV.
  5. Select Disable to turn off Samba TV, which is Sony’s ACR technology.

Sony also allows for enhanced privacy by disabling ad personalization:

  1. Go to Settings.
  2. Select About.
  3. Choose Ads.
  4. Turn off Ads Personalization.

As an extra step, you can entirely disable the Samba Services Manager, which is embedded in the firmware of certain Sony Bravia TVs as a third-party interactive app.

  1. Go to Settings.
  2. Select Apps.
  3. Select Samba Services Manager.
  4. Choose Clear Cache.
  5. Select Force Stop.
  6. Finally, select Disable.

If your Sony TV uses Android TV, you should also turn off data collection for Chromecast:

  1. Open the Google Home app on your smartphone.
  2. Tap the Menu icon.
  3. Select your TV from the list of devices.
  4. Tap the three dots in the upper right corner.
  5. Choose Settings.
  6. Turn off Send Chromecast device usage data and crash reports.


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  1. Press the Home button on your remote control to access the main menu.
  2. Navigate to and select Settings.
  3. Choose System.
  4. Select Privacy.
  5. Look for an option called Smart TV Experience, Viewing Information Services, or something similar.
  6. Toggle this option off to disable ACR.

To disable personalized ads and opt out of content recommendations:

  1. In the Privacy menu, look for an option like Ad Tracking or Interest-Based Ads.
  2. Turn this option off.
  3. Look for options related to content recommendations or personalized content.
  4. Disable these features if you don’t want the TV to suggest content based on your viewing habits.


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  1. Press the Home button on your TCL TV remote control.
  2. Navigate to and select Settings in the main menu.
  3. Scroll down and select the Privacy option.
  4. Look for Smart TV Experience and select it.
  5. Uncheck or toggle off the option labeled Use Info from TV Inputs.

Also: Is your Roku TV spying on you? It’s possible, but here’s how you can easily stop it

For extra privacy, TCL TVs offer a few more options, all of which can be found in the Privacy menu:

  1. Select Advertising.
  2. Choose Limit ad tracking.
  3. Again, select Advertising.
  4. Uncheck Personalized ads.
  5. Now, still in the Privacy menu, select Microphone.
  6. Adjust Channel Microphone Access and Channel Permissions as desired.


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Remember that while these steps will significantly reduce data collection, they may also limit some smart features of your TV. Also, it’s a good idea to periodically check these settings to ensure they remain as you’ve set them. Especially after software updates, your revised settings may sometimes revert to their default state.

Also: How to clear your TV cache (and why you shouldn’t wait to do it)

The driving force behind targeted advertisements on smart TVs is ACR technology, and its inclusion speaks volumes about manufacturers’ focus on monetizing user data rather than prioritizing consumer interests.

For most of us, ACR offers few tangible benefits, while the real-time sharing of our viewing habits and preferences exposes us to potential privacy risks. By disabling ACR, you can help keep your data to yourself and enjoy viewing with some peace of mind.

Editor’s note: This article was first published in 2024. It was last thoroughly updated, fact-checked, and reviewed in January 2026.





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In the ever-shifting geopolitical sphere, China’s growing military presence and the ongoing tensions over Taiwan and the South China Sea continue to be a closely watched topic — particularly in regard to China’s ambition for naval power. In recent years, much speculation has been made over the country’s rapid military development, including the capabilities of the newest Chinese amphibious assault ships.

While there’s no denying its military advancements and buildup, much has been made about the logistical and military difficulties that China’s People’s Liberation Army (PLA) would face if it launched an amphibious invasion of Taiwan. However, there’s growing concern that if a Taiwan invasion were to happen, it wouldn’t just be military vessels taking part in the action, but a fleet of commercial vessels, too — including a massive new car ferries that could quickly be repurposed into valuable military transports.

While the possibility of the PLA using commercial vessels for military operations has always been on the table for a potential Taiwan invasion, the scale with which China has been expanding its commercial shipbuilding industry has become a big factor in the PLA’s projection of logistical and military power across the Taiwan Strait. It’s also raised ethical concerns over the idea of putting merchant-marked ships into combat use.

From car ferry to military transport

The rapid growth of modern Chinese industrial capacity is well known, with Chinese electric vehicle factories now able to build a new car every 60 seconds. Likewise, China has developed a massive shipbuilding industry over the last 25 years, with the country now making up more than half of the world’s shipbuilding output. It’s from those two sectors where China’s latest vehicle-carrying super vessels are emerging. 

With a capacity to carry over 10,000 new vehicles for transport from factories in Asia to destinations around the world, these ships, known as roll-on/roll-off (Ro-Ro) ferries, are now the biggest of their type in the world. The concept of the PLA putting civilian ferries into military use is not a new one, or even an idea China is trying to hide. Back in 2021, China held a public military exercise where a civilian ferry was used to transport both troops and a whole arsenal of military vehicles, including main battle tanks.

The relatively limited conventional naval lift capacity of the PLA is something that’s been pointed out while game-planning a Chinese amphibious move on Taiwan, and it’s widely expected that the PLA would lean on repurposed civilian vessels to boost its ability to move soldiers and vehicles across the Taiwan Strait. With these newer, high-capacity Ro-Ro ferries added to the fleet, the PLA’s amphibious capacity and reach could grow significantly.

A makeshift amphibious assault ship

However, even with the added capacity of these massive ferries, military analysts have pointed out that Ro-Ro ships would not be able to deploy vehicles and soliders directly onto a beach the way a purpose-built military amphibious assault ship can. Traditionally, to deploy vehicles from these ships, the PLA would first need to capture and then repurpose Taiwan’s existing commercial port facilities into unloading bases for military vehicles and equipment.

However, maybe most alarming is that satellite imagery and U.S. Intelligence reports show that, along with increasing ferry production output, the PLA is also working on a system of barges and floating dock structures to help turn these civilian ferries into more efficient military transports. With this supporting equipment in place, ferries may not need to use existing port infrastructure to bring their equipment on shore.

Beyond the general military concern over China’s growing amphibious capability, there are also ethical concerns if China is planning to rapidly put a fleet of civilian merchant vessels into military service. If the PLA were to deploy these dual-purpose vessels into direct military operations, the United States and its allies would likely be forced to treat civilian-presenting ships as enemy combatants. On top of all the other strategic challenges a Taiwan invasion would bring, the U.S. having to navigate the blurred legal lines between military and merchant vessels could potentially give China a strategic advantage amidst the fog of war.





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