In a groundbreaking legal action, Texas Attorney General Ken Paxton has filed lawsuits against five major television manufacturers. The lawsuit alleges that Samsung, LG, Sony, Hisense, and TCL smart televisions are tracking users’ viewing habits and collecting personal data without proper consent.
The Hidden Technology Behind Your Screen
According to the Attorney General’s office, these companies are using a technology called Automatic Content Recognition (ACR) to illegally collect data. The statement describes ACR as an “invisible digital intruder” that operates without users’ awareness.
The software reportedly takes screenshots of the television screen every 500 milliseconds, tracking viewing activities in real-time and transmitting this information to companies without users’ knowledge. The collected data is then allegedly sold for cross-platform targeted advertising, putting users’ privacy and sensitive information such as passwords and banking details at risk.
What Data Is Being Collected?
Through ACR technology, companies can secretly monitor which streaming platforms, cable TV channels, or connected devices like gaming consoles and Blu-ray players consumers are using. This data is then used to create detailed behavioral profiles of users.
Legal Actions and Penalties
The lawsuits claim that these companies have violated the Texas Deceptive Trade Practices Act. The state is seeking up to $10,000 per violation, and up to $250,000 for violations affecting individuals aged 65 and older. Additionally, the state is requesting an injunction to halt the collection, sharing, and sale of ACR data until the cases are resolved.
Texas officials argue that offering personalized content and targeted advertising does not justify collecting data on this scale. The lawsuit documents state that companies’ “insatiable appetite for consumer data goes far beyond reasonable needs” and that this invasive data collection method serves only to increase advertising revenue.
Surveillance Systems in Living Rooms?
This isn’t the first time smart television privacy risks have come under scrutiny. The Center for Digital Democracy, a civil society organization, published a report last year stating that “in the connected television world, viewer surveillance is now directly embedded in television devices themselves,” with manufacturers becoming central to digital marketing through data collection.
The report emphasizes that while companies claim ACR technology is based on “user consent,” the system is integrated into the initial setup of televisions, and the scope of tracking and data sharing is not clearly explained. As a result, most consumers are unaware of the risks they may face when accepting the service.
China Connection Raises Additional Concerns
In Paxton’s statement, special emphasis was placed on Chinese-based Hisense and TCL. The China connections of these companies allegedly pose additional risks due to the Chinese National Security Law, potentially allowing Beijing’s administration access to data belonging to American consumers.
“Companies affiliated with the Chinese Communist Party have no right to illegally record Americans’ devices in their own homes. Owning a television should not mean surrendering personal information to Big Tech companies or foreign actors,” Paxton stated.
The lawsuit documents claim that these televisions have become “not just entertainment devices, but mass surveillance systems found in millions of American homes.” Systems that users are told will enhance their viewing experience are actually tracking and analyzing everything watched and selling this information for commercial gain.
“Difficult to Opt Out”
The case files also emphasize that companies have not obtained meaningful consent from users. Particularly in complaints against Samsung, it’s argued that the ACR system is hidden among complex texts with heavy legal language, failing to constitute genuine consent. Users are directed to give consent with a single click to waive privacy, while those wanting to disable data tracking must navigate through numerous menus and settings.
According to the lawsuit, completely disabling ACR and related ad tracking on Samsung smart TVs requires turning off at least two separate settings located in different menus. In contrast, during initial setup, users are presented with a single “Accept All” button.
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