Samsung TVs Under Fire for Secret Ad Tracking

Samsung is updating its approach to disclosing a little-known ad-tracking technique embedded in its televisions. This move comes after a lawsuit filed by Texas Attorney General Ken Paxton in December, which accused Samsung of "secretly recording" viewing habits via a technology known as Automated Content Recognition (ACR).

ACR is designed to gather data on watched content to facilitate targeted advertising. Researchers explain that ACR operates by "fingerprinting" viewing habits, which involves capturing frames and audio to match against a content library. While typically an opt-in feature, Paxton alleged that Samsung's implementation amounted to mass surveillance and spyware.

Paxton's lawsuit further contended that Samsung's ACR system was illegal due to inadequate disclosure during the TV setup process. He argued that the company used misleading nomenclature, such as "Viewing Information Services," for its data collection program. The lawsuit highlighted that most consumers agree to terms without fully understanding the data collection implications.

This week's agreement compels Samsung to promptly update its smart TVs with clear and conspicuous disclosures and consent screens. This ensures Texans can make informed choices regarding data collection and usage. Samsung maintains that its TVs do not spy on consumers and that users can control their privacy settings at any time.