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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Michelin is a French multinational company that many consumers consider to be one of the most satisfying major tire brands. This firm makes several tire models that offer comfort, performance, all-terrain prowess, and everything in between — including cutting-edge products like the $42,000-per-set Michelin Pilot Sport PAX that it developed specifically for the Bugatti Veyron. Aside from its own tires, Michelin also owns other tire brands that you might be familiar with, including BFGoodrich, Achilles, and Corsa.

While tires are what Michelin is known for, the company has put its name to more than the rubber that wraps around your car’s rims. In fact, the company sells several other products that aren’t tires. So, we’re listing a few Michelin-branded items that you can buy online and in retail stores. While they might not all be made of rubber or even related to vehicles, these tools and accessories can come in handy when keeping your car — and even yourself — in good shape.

Michelin tire inflator

Since Michelin is primarily known for its tires, it makes sense for the company to sell a Michelin-branded tire inflator as well. That way, if you get a flat on one of the Michelin tires on your car or want to regularly top up your car’s tire pressure to maintain optimum performance, you can use a Michelin-branded pump to fill up your tires. The company actually sells several types of inflators on its Amazon page, but it only offers a single motorized unit — the Michelin Micro Tyre Inflator, which is available on Amazon for $98.99.

This little device is only slightly wider than an iPhone 17 and weighs about 400 grams, or 14 ounces. This means it’s easy to store in your car and to move to whichever tire needs topping up. More importantly, it takes power from a 12-volt socket, allowing you to run it using your car’s battery. It also has a USB port for charging your phone (or any other USB device) in case of an emergency.

Some users say that the device is slow, taking about 12 minutes to bring a tire from 10 to 32 PSI, but that’s not unexpected given its small size. Still, it should be good enough for regular weekly maintenance if you know your car’s proper tire pressure, or in case of an emergency. Its biggest downside is that you need a power source to run it, but having a dead battery and a flat tire simultaneously is likely a rare occurrence in many modern cars.

Michelin mini fridge

Taking a road trip during the summer can get you thirsty, and there’s no better way to quench that thirst than by drinking a cool can of soda (or your beverage of choice). If you want to ensure that you’ll always have a cold drink ready while you’re driving on the freeway, Michelin’s mini fridge will help you with that. This nifty little refrigerator is available on Amazon for just $99.99 and can be connected to either 110V AC or 12V DC power, ensuring that it will work on both your desk and in your car.

The mini fridge measures 6.9 x 9.45 x 10 inches (17.5 x 24 x 25.4 cm), meaning it can easily fit on a garage shelf or office desk. It should also be small enough to put on the floor of your car. Despite that relatively small size, it’s large enough to fit six 350-ml cans or four 500-ml bottles, and it will keep these items at a chilly 32 degrees Fahrenheit or 18 degrees Celsius. It also has an LED light on the door, so it can double as a night light if necessary.

Aside from keeping your drinks (and other food items) below room temperature, it also has a few other creature comforts. These include a removable shelf and door basket for flexibility and easy cleaning, as well as a retractable carry handle and a self-locking door to make transportation easier.

Michelin car floor mats

Heavy-duty car floor mats are often made from rubber for durability and water resistance, and since Michelin is in the business of rubber, it makes sense for the company to offer exactly that. So, if you want to protect your vehicle’s floor from dirt, dust, and mud, the company can help you with its Michelin all-weather car floor mats. This four-piece package is available on Amazon for $49.99 and comes in either black or tan.

The surface of these floor mats is specially designed to trap debris, snow, and water, preventing them from ruining the carpet on your vehicle. The mats have a cleat backing that grips your car’s floor and prevents them from slipping. The front row mats also come with what Michelin calls a Gripclip Retention System, allowing them to clip into your vehicle’s safety clips and adding even more reassurance that they won’t accidentally slip while you’re driving and pose a hazard to your safety.

These mats are universal and will work in most vehicles. However, they’re also easy to customize: If you find them a bit too large for the footwell of your tiny hatchback, you can use a pair of scissors to trim the edges for a perfect fit.

Michelin Stealth Ultra wiper blades

While Michelin’s Stealth Ultra wiper blades aren’t generally considered among the best windshield wipers, they appear to be a pretty good choice given their four-star rating on Amazon. These wipers cost $49.99 and are available in various size combinations for all sorts of cars. This ensures that no matter what vehicle you’re driving, you can probably find a set that will fit your needs.

These Michelin wipers are curved to conform to the shape of your windscreen for a clean, streak-free wipe. The company’s Amazon listing claims that these are designed to “withstand rain, wind, snow, mud, dust, or any other debris that might hamper your windshield’s visibility.” While you might think that windshield wipers are pretty simple items, and that you can just purchase any generic wipers off the internet, you must remember that they’re essential so that you have the best visibility possible during inclement weather. So, for your safety, consider investing in a set from a reputable brand like Michelin.

Michelin work boots

Michelin is known for making rubber tires to put on your car’s “feet,” but did you know it also makes shoes for the driver’s feet? The company makes sports & outdoor footwear, as well as shoes for work and safety. For this example, we have the Michelin HydroEdge Steel Toe waterproof work boot, listed for $210 on Amazon and at Georgia Boot. This shoe is available in U.S. sizes from 7.5 up to 14, ensuring that no matter what size you wear, you can get a Michelin work boot for yourself.

As the name suggests, this pair of shoes has steel toes to protect your feet from accidental impacts and is fully waterproof to help keep your feet dry, even in supposedly severe conditions. It also meets ASTM F2413 standards for electrical protection, meaning it has fully insulating soles to protect you from electrical hazards at work. Michelin also added what it calls an Advanced Rear Suspension system to its heel, ensuring proper shock absorption when you walk.





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