Smart TVs have transformed the way people watch entertainment. They can stream films, recommend shows, connect to voice assistants and even control other smart-home devices. But many users do not realise that their televisions may also collect information about viewing habits, app usage and interactions with connected services.

Some of this data helps personalise recommendations and improve services. However, if you prefer greater privacy, reviewing your television’s settings can help you decide what information you are comfortable sharing.

Here are seven practical ways to improve smart TV privacy without giving up the features you enjoy.

1. Understand Automatic Content Recognition

Some smart TVs use a technology called Automatic Content Recognition (ACR). Depending on the manufacturer and settings, it can identify content displayed on the television, including material watched through certain connected devices.

This information may be used for personalised recommendations, audience measurement or advertising.

Open your television’s settings and look for privacy, viewing information or content recognition options. The exact name varies between brands, and not every television offers the same controls.

If you do not want this feature, check whether you can disable it.

2. Turn Off Personalised Advertising

Many smart TVs use viewing or usage information to make advertisements more relevant.

Look under Privacy, Advertising or User Agreements in your TV's settings. You may find options to disable personalised advertising or limit certain forms of data collection.

Keep in mind that turning off personalised advertising does not necessarily eliminate advertisements. It may simply make them less tailored to your interests.

3. Review Voice Assistant Permissions

If your television supports voice commands, it may have a built-in microphone or work with a connected remote that includes one.

Voice assistants typically process commands to respond to requests, but the way recordings and related data are handled depends on the manufacturer and service.

To improve privacy:

• Review the voice assistant's privacy settings.

• Disable voice activation if you do not use it.

• Check whether voice recordings can be reviewed or deleted.

• Be aware of any physical microphone switch on the television or remote.

If your TV is connected to a smart speaker, review that device's settings separately.

4. Delete Apps You No Longer Use

Every installed application can introduce additional permissions, data collection and potential security risks.

Go through your television's app list and uninstall services you no longer need. Pay particular attention to unfamiliar applications or apps you do not remember installing.

For applications you continue using, review their privacy policies and permissions where available.

Keeping your app list organised also frees up storage and may improve performance on some televisions.

5. Keep Your Smart TV Updated

Software updates do more than introduce new features. They can also fix security vulnerabilities and improve compatibility.

Open your television's system settings and check for software updates. Enable automatic updates if you prefer to receive security fixes without checking manually.

You should also update streaming applications through the television's app store.

If your TV no longer receives security updates, avoid using it for sensitive activities and consider whether a supported streaming device could provide a more secure way to access online services.

6. Secure Your Home Wi-Fi Connection

A smart TV connected to an unsecured network can expose your home network to unnecessary risks.

Use a strong, unique Wi-Fi password and keep your router's firmware updated. If your router supports a guest network or separate network for smart-home devices, consider using it to isolate devices that do not need access to your computers or personal files.

Avoid connecting your television to unknown public Wi-Fi networks unless necessary. If you do use one, be cautious about signing in to personal accounts.

7. Disable Features You Never Use

Smart TVs often include additional connectivity features, such as remote access, device discovery, screen sharing and connections to other smart-home products.

These features can be convenient, but you may not need all of them.

Review the settings for remote control, external device access, Bluetooth and screen sharing. Disable options you do not use, while keeping essential features enabled.

The objective is not to turn every smart feature off. It is to reduce unnecessary access while retaining the functions that make your television useful.

Bonus Tip: Be Careful With Free Streaming Apps

An application offering free films, live television or premium content may appear attractive, but unfamiliar apps can carry privacy and security risks.

Download applications only from trusted sources supported by your television. Avoid installing unofficial software or entering your streaming account credentials into unfamiliar services.

If an app requests access that seems unrelated to its purpose, reconsider whether you need it.

Does Disconnecting Your TV From the Internet Solve Everything?

Disconnecting your television from the internet can prevent it from transmitting data through its online connection while disconnected. However, it also disables internet-dependent features such as streaming applications, online recommendations and software updates.

For many people, reviewing privacy settings and keeping software updated offers a more practical balance between convenience and privacy.

Final Thoughts

A smart TV is essentially a connected computer designed for entertainment. Like a phone or laptop, it deserves regular attention to software updates, permissions and privacy settings.

Start by checking automatic content recognition, personalised advertising and voice assistant controls. Then remove unused apps, secure your Wi-Fi and disable connectivity features you do not need.

The available options differ between manufacturers and models, but even a short privacy review can help you make more informed decisions about how your television collects and uses information.