Does opting out of TV tracking work?
A Northeastern University study tested opt-out effectiveness for automatic content recognition (ACR) tracking across 12 TVs from 10 manufacturers. While LG, Amazon Fire TV, Sony Bravia, and Vidaa-based TVs honored opt-out requests, Samsung, Roku, and Walmart's Vizio continued transmitting viewing data. The findings highlight inconsistency in privacy protections across TV platforms and the difficulty consumers face in controlling data collection.
Key points
- Opt-out worked for LG, Amazon Fire TV, Sony Bravia, and Vidaa-based TVs
- Samsung, Roku, and Vizio ignored opt-out requests and continued tracking
- Study tested 12 TVs across 10 manufacturers
- ACR tracking data collection varies significantly by manufacturer
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