Attorney General alleges major TV brands illegally collect real-time viewer data through smart TVs, raising serious privacy and consent concerns.
Smart TVs Under Fire for Alleged Mass Data Collection
Samsung and four other major smart TV manufacturers are being sued by the Texas Attorney General, who claims they unlawfully collected personal viewer data through Automated Content Recognition (ACR) technology — often without clear user consent.
- The five companies named in the lawsuits: Samsung, LG, Sony, Hisense, and TCL.
- Each brand is being individually sued under the Texas Deceptive Trade Practices Act.
- The state alleges that these companies captured screen content every 500 milliseconds and transmitted that data for profiling and advertising purposes.
“Most consumers do not know, nor have any reason to suspect, that Samsung Smart TVs are capturing in real-time the audio and visuals displayed on the screen,” the lawsuit claims.
How the Alleged Surveillance Works
The central issue revolves around the use of ACR technology, which monitors screen content — not just what apps are being used, but what’s actually being watched — by:
- Capturing frequent screen snapshots (reportedly every 500ms)
- Analyzing that content to determine what shows, movies, or ads are playing
- Sending this data to servers or ad partners, often without clear opt-in
The state claims this data collection is used to build user profiles for targeted ads and personalized content, but that users are not properly informed or given meaningful control.
Hard to Opt Out, Easy to Opt In
One of the lawsuits’ central arguments is that opting out of data tracking is difficult and unclear, while opting in is deceptively easy:
- For Samsung, tracking is enabled during TV setup, with only subtle disclosures.
- Disabling tracking reportedly requires navigating multiple menus and turning off at least two separate settings:
- Viewing Information Services
- Interest-Based Ads
- The lawsuits claim this process may require more than 15 clicks, undermining user control and transparency.
High Stakes: Millions in Potential Fines
Texas is seeking civil penalties for each alleged violation, which could quickly add up:
- Up to $10,000 per violation for consumers under 65
- Up to $250,000 per violation for consumers aged 65 or older
In addition, the state is requesting:
- An immediate prohibition on further data collection, sharing, or selling during the course of the legal proceedings.
- Permanent changes to how smart TV brands handle consent, disclosure, and data use.
National Security Concerns Raised Over Chinese Brands
The lawsuits also highlight national security fears regarding Hisense and TCL, both of which are Chinese-owned.
- The complaint suggests the Chinese government could access U.S. consumer data collected by these brands.
- It raises broader questions about the international handling of personal data collected through household devices.
Samsung and Others Stay Silent (For Now)
Samsung, the most prominent brand named in the lawsuits, declined to comment, stating it had nothing to share regarding ongoing litigation.
- Other brands, including LG, Sony, Hisense, and TCL, have not publicly responded.
- The lack of transparency and the growing number of data privacy lawsuits in tech may prompt more aggressive consumer protection efforts in other states.
Broader Implications for Smart Device Privacy
This lawsuit is part of a broader wave of consumer privacy backlash against the often-invisible data practices of connected devices:
- Smart TVs, speakers, phones, and appliances now collect massive volumes of data.
- Lawsuits like this highlight the need for clearer privacy controls, stronger opt-in standards, and more accountability for companies using surveillance-like tech in the home.
“This isn’t about convenience — it’s about trust,” said Attorney General Ken Paxton. “Texans deserve to know what data is being collected and how it’s being used.”
Texas is suing Samsung, LG, Sony, TCL, and Hisense for allegedly collecting smart TV viewing data without user consent using ACR technology. The lawsuits claim this data was used for ad targeting and hidden behind hard-to-find settings. Texas seeks millions in penalties and an immediate halt to data collection during the case.
