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A recent study led by Universidad Carlos III de Madrid (UC3M), in collaboration with University College London and the University of California, Davis, reveals that smart TVs are sending detailed consumer data to their servers, raising significant privacy concerns. This data collection, which is done through Automatic Content Recognition (ACR) technology, allows manufacturers to create comprehensive profiles of users based on their viewing habits.
According to TechXplore, Patricia Callejo, a UC3M professor and co-author of the study, explained that ACR works similarly to a “visual Shazam,” using screenshots or audio clips to identify the content displayed on the screen. This data is then sent to brand servers regularly, even when the TV is used as a monitor for other devices like laptops or gaming consoles. This process enables manufacturers to track user behavior in order to create profiles.
The research, presented at the Internet Measurement Conference in Madrid in November, focused on two major brands: Samsung and LG. It found that Samsung TVs transmitted this data every minute, while LG devices did so every 15 seconds. This frequency of data transfer highlights the intensity of monitoring and suggests that smart TVs are constantly gathering user information.
Although users can block ACR tracking through privacy settings, the study points out a concerning issue: these settings are not enabled by default. Many users are unaware of the tracking and often do not know how to disable it. Callejo emphasized that this lack of transparency and control over privacy settings is a serious concern.
The research also highlights broader implications for the Internet of Things (IoT), as more devices become interconnected and share data. As these smart devices continue to proliferate, the need for stronger regulation and privacy protections becomes more urgent. This study underscores the need for both manufacturers and regulators to take a closer look at how consumer data is handled and to address potential privacy risks before they become even more widespread.
