Smart TVs have transformed how we consume content, seamlessly integrating streaming services, apps, and internet browsing into our televisions. However, behind their sleek exteriors, smart TVs are doing more than just providing entertainment—they are collecting vast amounts of user data. Known as the “digital Trojan horse,” smart TVs are tracking viewing habits, gathering personal information, and even listening to conversations through built-in microphones. The scary part? They’re not alone. Your smartphones, smart speakers, and other connected gadgets are doing the same thing, often without you knowing it.

Smart TVs and Their Data Collection Practices

At the core of the concern with smart TVs is their ability to act as quiet data harvesters. Many users are unaware that their televisions are tracking what they watch, how long they watch it, and which apps they use. This is often done through Automatic Content Recognition (ACR) technology, which scans the content displayed on the TV—even if you’re watching through a Blu-ray or gaming console—and sends this information back to the manufacturer or third parties. Advertisers, in particular, value this data because it enables them to target personalized ads based on your viewing habits.

But the data collection doesn’t stop with your TV’s display. Many smart TVs are equipped with microphones for voice commands or even cameras for video calls. These features may remain active even when you aren’t using them, raising concerns about potential surveillance or unauthorized recording in your home. The information gathered through these sensors can be sent back to the manufacturer, where it’s often shared or sold to third parties like advertisers or data analytics firms.

How Cell Phones and Other Devices Are Doing the Same Thing

Smartphones are perhaps the most prevalent example of devices that quietly collect data. Like smart TVs, they track user behavior, location, and preferences, often sharing that information with third-party companies. Apps on your phone may request permissions to access your camera, microphone, or location, even for tasks unrelated to their core functions. It’s not just about GPS or search history—your phone’s accelerometer can track physical movement, while apps can quietly listen to ambient sounds or conversations through your microphone.

For example, have you ever had an oddly specific ad pop up after discussing something in real life? While direct eavesdropping is hard to prove, studies suggest that apps have found creative ways to use microphones to gather audio-based contextual information for advertising purposes.

Other connected gadgets are also getting in on the action:

• Smart Speakers (Amazon Echo, Google Home): These devices listen for their wake words, but many store snippets of conversations and commands on cloud servers. In some cases, there have been reports of smart speakers recording conversations accidentally and sending them to contacts without user consent.
• Wearables (Smartwatches, Fitness Trackers): Devices like Fitbits or Apple Watches collect health data, track your location, and monitor physical activity. This data is highly personal and sensitive, yet it’s often shared with app developers, healthcare companies, and advertisers.
• Home Security Systems: Many modern security systems come with smart cameras, doorbells, and sensors that monitor everything from movements inside the house to who’s at your front door. Video feeds are often stored in the cloud, raising concerns about hacking, unauthorized access, and privacy breaches.

Why Privacy Matters

All of these devices create a rich data profile about you—what you do, what you like, where you go, and even who you interact with. This level of data harvesting might seem benign when it’s just to recommend a new show or help you find a nearby restaurant, but it can be used for far more intrusive purposes. Data from smart devices can be combined to reveal intimate details about your lifestyle, preferences, political affiliations, and social connections. Worse still, in some cases, data breaches or poor security practices can expose this information to hackers.

The business model behind many tech companies involves collecting data and selling it to advertisers or other third parties. As a result, they have a vested interest in gathering as much information as possible. Smart TVs are just one part of this larger ecosystem of connected devices that gather data without full transparency.

Regulatory and Legal Response

Regulators have started to take notice of the privacy concerns surrounding smart devices. For example, in 2017, Vizio, one of the largest smart TV manufacturers, was fined $2.2 million by the Federal Trade Commission (FTC) for collecting viewing data from millions of users without their consent. Similarly, the European Union’s General Data Protection Regulation (GDPR) requires companies to provide clearer information on data collection practices and obtain explicit consent from users.

While these regulations are a step in the right direction, enforcement is still uneven, and many users remain unaware of the full extent of data being collected. Moreover, device manufacturers are constantly finding new ways to collect information that might not be explicitly covered under current regulations.

How to Protect Yourself

Consumers can take proactive steps to protect their privacy from these “digital Trojan horses” lurking in everyday devices:

1. Review Privacy Settings: Many smart TVs and devices allow you to disable tracking features like ACR. Take time to explore your device’s settings and turn off data-sharing options.
2. Use External Streaming Devices: Instead of relying on the built-in apps of your smart TV, consider using external devices like Roku or Apple TV. These devices often offer more transparency and user control over data collection.
3. Limit Voice and Camera Access: For devices with microphones or cameras, disable these features when not in use. On smartphones, review app permissions and revoke access to sensitive features like your camera, microphone, or location data if they’re not necessary for the app’s primary function.
4. Update Firmware Regularly: Regular updates often include security patches that can protect against new vulnerabilities.
5. Consider a VPN: Using a virtual private network (VPN) can add an extra layer of protection by masking your internet activity, making it harder for data-harvesting devices to track your online behavior.

A New Age of Digital Surveillance

As we fill our homes with smart devices, we are effectively inviting digital surveillance into our private lives. From TVs that track our viewing habits to smartphones that monitor our every move, these devices have the potential to act as digital Trojan horses—tools that bring convenience but also compromise our privacy. Understanding how these devices collect and share data is the first step toward taking control of your privacy in this hyper-connected world.