When you buy a smart TV, you probably think you are the customer. UK regulators just made it official that you might actually be the product.
The Information Commissioner’s Office (ICO), Britain’s privacy watchdog, will investigate whether smart TV makers follow privacy law and how they handle your data. It plans to reach out to manufacturers this year to check compliance.
We’ve said for a long time that these devices watch you while you watch them, and the ICO’s own research backs that up.
What the ICO Found
A survey of 2,080 UK adults showed 1 in 3 people don’t understand how smart devices collect and share their data. Another 42% said they worry about how that data gets handled.
“Connected devices process some of the most sensitive data about people’s lives, from data about health to daily routines and family life. It is vital that product developers put privacy at the center of product design and use data fairly and transparently.”
That’s William Malcolm, the ICO’s Executive Director for Regulatory Risk and Innovation. He added a blunt warning: “data protection by design is a legal requirement, not a suggestion.”
How Smart TVs Track You
Manufacturers collect huge amounts of data, including what you watch, when you watch, and how long you watch. That info gets turned into detailed viewing profiles.
Those profiles feed targeted ads and recommendations, or get sold to third parties. Most of the time, it happens without your clear consent.
Hide Your Digital Fingerprint
We’ve documented this pattern for years. Florida sued Roku for selling children’s data, and we’ve shown readers how to stop Amazon from spying on you through Fire TV settings.
Final Thoughts from Troy
This UK review lands as the same fight plays out in the United States, where Texas sued five smart TV companies for spying on users in December 2025.
Samsung already settled and agreed to ask for consent first; cases against Sony, LG, Hisense, and TCL are still open. When families buy a television, they don’t expect it to spy on them.
For more on this story, see the official ICO announcement and the report from Cybernews.
We want to know your thoughts. What do you think about this story? Let us know in the comment section below!
Be sure to stay up-to-date with the latest streaming news, reviews, tips, and more by following the TROYPOINT Advisor with updates weekly.
This page includes affiliate links where TROYPOINT may receive a commission at no extra cost to you. Many times, visitors will receive a discount due to the special arrangements made for our fans. Learn more on my Affiliate Disclaimer page.
