Smart TVs from Samsung and LG Use Shazam-like Technology to Monitor User Viewing Habits

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Cybersecurity researchers have uncovered a concerning practice in smart TVs manufactured by industry giants Samsung and LG. These devices employ Automatic Content Recognition (ACR) technology, similar to the popular music identification app Shazam, to monitor users’ viewing habits. This revelation raises significant privacy concerns and highlights the challenges consumers face in protecting their personal data.

How ACR Technology Works

ACR technology is designed to profile viewer activity by periodically capturing screenshots of the content displayed on the TV screen. These images are then compared to a content library to determine what the user is watching at any given time. Notably, this tracking occurs even when the TV is being used as an external display connected to other devices via HDMI, potentially intercepting content from gaming consoles or laptops.

Implications for User Privacy

The implementation of ACR technology raises several privacy concerns:

  • Third-party tracking integrated directly into smart TV operating systems
  • Differences in ACR functionality between countries, influenced by local data privacy laws
  • Potential for data collection and sharing with advertisers for targeted marketing

Researchers found that ACR behavior varies between the United States and the United Kingdom. For instance, in the US, ACR is active during free ad-supported streaming television (FAST) viewing, while it’s disabled in the UK under similar circumstances.

Historical Context and Industry Adoption

ACR technology has been evolving since its introduction in 2011. Major players in the TV industry have embraced this technology:

  • DirecTV and Viggle integrated ACR into the TV ecosystem
  • Samsung partnered with a content recognition company to incorporate ACR into their smart TVs
  • LG implemented ACR in their devices as early as 2013 through a partnership with Cognitive Networks

Technical Implementation

The research revealed specific technical details about ACR implementation:

  • LG TVs communicate with domains owned by Alphonso, which manages LG Ad Solutions
  • Samsung devices connect to multiple ACR-related domains for data transmission

Legal and Ethical Considerations

The use of ACR technology has already faced legal challenges. In a notable case, the US Federal Trade Commission filed a lawsuit against Vizio for selling customer data to third parties for targeted advertising purposes. The case was settled in 2017, with Vizio agreeing to provide clearer information about data collection and implement opt-out mechanisms.

Challenges in Opting Out

Despite the existence of opt-out mechanisms, researchers warn that disabling ACR tracking can be a complex process. Users often need to navigate through multiple settings in various submenus, and there is no universal switch to disable the feature. Moreover, the effectiveness of these privacy controls remains uncertain.

As cybersecurity experts continue to investigate advanced monitoring techniques, it’s crucial for consumers to stay informed about the potential privacy implications of their smart devices. While the convenience of smart TVs is undeniable, users should be aware of the trade-offs in terms of data privacy and take steps to protect their personal information whenever possible.

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