A few weeks ago, YouTube channel Gamers Nexus dropped an explosive two-hour video exposing just how extensive LG’s TV data collection has become. With ultra-sensitive microphones that are always listening and extensive user activity logs, your living room has become a data farm where you are the cash register. And it’s not just LG; just about every major TV brand engaged in some data collection either for sale to third-party advertisers or for internal marketing.
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But what exactly do they collect, and what do they do with it?
In LG Stuff you are the product
Manufacturers realized a long time ago that while a smart TV is a one-time sale, data collection can provide an ongoing profit stream. With the recent push for more integration, brands have even more resources for their data collection efforts.
Buried in the terms of service for your new TV is a notice that LG collects and sends data — including search terms, audio recordings, payment information, screenshots — to Alfonso, Inc. (also known as LG AdSolutions).
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On its website, LG AdSolutions reveals that there are 49 million LG Smart TVs currently operating in the United States and 216 million in use worldwide. That is a a lot of data used primarily to serve a continuously rotating carousel of targeted advertising and media recommendations. Beneath the surface, however, is some pretty sophisticated code to track really sensitive data, even using your home Wi-Fi network to determine your location. And this method can be accurate to 10 meters.
All this information is stored locally on the hardware of your TV as a data log and sent to LG (or another brand) server as data packets for storage and analysis.
What is the difference between a data log and a data packet?
While both a data log and packet contain user information, the difference lies only in how much each has. A data log is a record of everything you’ve done on your Smart TV: logging into profiles, voice control activation, searches, app launches, and much more. This is stored locally on your TV’s hardware with a date and time stamp, and is usually only used for diagnostic issues.
97-inch LG OLED TV
Kerry Wan/ZDNET
A data package is more than a snapshot of what your Smart TV is doing at that particular moment. It will include not only your IP address and profile information, but also screenshot information, audio recordings, Wi-Fi network settings, and possibly even precise geolocation data. This information is then sent to a central server to compare with a larger database of information.
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Image and audio “fingerprints” are compared to full scenes from shows and movies to identify what you’re watching or listening to and then a list of suggested media (or personalized ads) the next time you switch on your screen. Data packets can be sent to servers as often as once every three seconds, giving brands like LG a veritable treasure trove of user information at any time, which they sell to third parties or use for internal marketing plans.
How long does your Smart TV store user data logs?
The short answer: indefinite.
Certain data logs stored by your Smart TV may have built-in expiration and deletion logs that delete specific information each time you turn off your screen or unplug it from the wall. However, there are a fair number of data logs that your TV can theoretically store as long as the hardware is functional.
Usernames, email addresses, passwords, and payment information are some of the most durable, able to survive app removal, firmware updates, and power outages. These logs can only be permanently reset from your LG or other Smart TV via a full factory reset, which makes it all the more important to fully reset your Smart TV before you sell, recycle or trash it.
I would even suggest going so far as to physically destroy your smart TV’s internal electronics if you plan to recycle or destroy them, so that no particularly motivated ne’er-do-wells have the opportunity to sell your data on the deep web or their own personal shopping spree.
Can you use a data deletion service on a smart TV?
A data removal service like Incogni or DeleteMe is an excellent option if you’re trying to reduce your digital footprint or remove yourself from the internet completely. By doing all the legwork for you, a data removal service makes it easy to hunt down old profiles and forget about free trials you’ve used for your Smart TV apps over the years.
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Even if you are not able to run a service directly through your TV, it is possible to capture data with your general internet activity. If you want to be more proactive in keeping your browsing history and online activity more private, there are several VPN services that are designed to be used on smart TVs as well as smartphones, tablets and computers for whole home protection.
How to factory reset your LG TV
Whether you’re giving away or selling your TV, or just want a clean slate for better control over your data, factory resetting your LG TV is a relatively simple process:
Menu navigation
Open the Settings menu, then navigate to:
All settings > General > System > Reset to initial settings > Reset all
Once you have confirmed your choice to completely reset your TV, the process will take a few minutes to completely delete the data logs and return the operating system to its original state. After the TV is fully reset, it’s a good idea to take the time to ensure that all automatic content recognition (ACR) and HDMI CEC data tracking menu options are turned off to prevent your smart TV from collecting more data in the future.
If you want to go even further to protect your streaming and gaming activity from being tracked, you can pick up some handy gadgets that block HDMI data from being sent from your devices to your TV without interrupting video and audio signals.
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