LG Smart TVs Collect Search Terms, Audio, and Payments: How to Factory Reset and Limit Tracking

LG smart TVs are collecting extensive user data, including search terms, audio recordings, payment information, and geolocation, according to a ZDNET report. The data is allegedly used for targeted advertising and media recommendations but raises significant privacy concerns for users. Here’s what you need to know about the risks—and how to protect your data before selling or disposing of your device.

LG Smart TVs Collect Extensive User Data

According to ZDNET, LG smart TVs engage in widespread data collection, including search terms, audio recordings, payment information, and screenshots. This data is allegedly used for targeted advertising and media recommendations.

The data is reportedly sent to Alfonso, Inc. (operating as LG AdSolutions), a US-based subsidiary of LG. With 49 million LG smart TVs in use across the US and 216 million globally, the scale of this data collection is substantial.

LG’s methods can allegedly determine a user’s location within 10 meters by leveraging their home Wi-Fi network. This level of precision raises concerns about geolocation tracking and privacy.

How Data Logs and Packets Capture User Activity

ZDNET reports that LG smart TVs generate detailed data logs, which record user activities such as profile logins, voice control activation, searches, and app launches. These logs are stored and transmitted to LG’s servers.

Data packets, which include IP addresses, profile information, screen images, audio recordings, and Wi-Fi network details, are also collected. In some cases, geolocation data is included in these packets, which can be sent to LG’s servers as frequently as every three seconds.

The persistent storage of usernames, passwords, email addresses, and payment information—even after app removal, firmware updates, or power interruptions—adds another layer of risk for users.

Why Factory Resetting Your LG TV Matters

Before selling, recycling, or disposing of an LG smart TV, ZDNET advises performing a factory reset to erase stored data. Without this step, sensitive information could remain accessible to third parties.

The reset process involves navigating to: All Settings > General > System > Reset to initial settings > Reset all. This removes user data but does not prevent future collection.

For additional security, ZDNET suggests physically destroying the TV’s internal electronics if the device is being discarded, as software resets may not fully eliminate all stored data.

How to Limit Future Data Collection

To reduce ongoing data collection, ZDNET recommends disabling automatic content recognition (ACR) and HDMI CEC data tracking. These features contribute to targeted advertising and media recommendations but can be turned off in the TV’s settings.

While these steps can limit future data collection, they do not delete information already stored or transmitted to LG’s servers. Users concerned about privacy should also consider using a VPN for added protection.

Broader Context: Smart TV Privacy Concerns

The rise of smart TVs has sparked debate about data privacy in consumer electronics. While companies like LG frame data collection as a way to enhance user experience—through personalized recommendations and targeted ads—critics argue it exposes users to unnecessary risks.

This issue mirrors broader trends in the technology industry, where connected devices often prioritize convenience over privacy. For example, streaming services like SparkTV have faced scrutiny for geo-restrictions and VPN workarounds, highlighting the challenges of balancing accessibility and data security.

What this means

LazyFounders analysis — our interpretation, not reported fact.

This report underscores a growing tension between convenience and privacy in connected devices. For founders building hardware or software that relies on user data, LG’s practices are a cautionary tale. Regulators and consumers are increasingly scrutinizing how data is collected, stored, and shared—especially when it involves sensitive information like payment details or geolocation.

Operators should take note: transparency and user control over data aren’t just compliance checkboxes; they’re competitive advantages. Startups that prioritize privacy-by-design—such as clear opt-out mechanisms, minimal data retention, and robust factory reset options—are likely to build trust faster than those treating data as a one-way street.

For founders in the consumer electronics space, this is also a reminder to audit not just your own data practices but those of your partners. If your product integrates with third-party services like LG AdSolutions, assume your users will hold you accountable for how their data is handled.

Key takeaways

• LG smart TVs collect and transmit sensitive user data, including search terms, audio recordings, payment information, and geolocation, to LG AdSolutions.
• Factory resetting an LG TV is essential before selling or disposing of it to prevent unauthorized data recovery.
• Disabling ACR and HDMI CEC tracking can reduce future data collection but does not erase existing stored data.
• Data logs and packets can include IP addresses, screen images, and Wi-Fi network details, raising significant privacy concerns.
• The scale of LG’s data collection—affecting 216 million TVs globally—highlights the need for stricter user controls and transparency in smart devices.

FAQ

What kind of data do LG smart TVs collect?

According to ZDNET, LG smart TVs collect search terms, audio recordings, payment information, screenshots, geolocation data, and user activity logs. This data is used for targeted advertising and media recommendations.

How can I factory reset my LG smart TV?

To factory reset an LG smart TV, navigate to: All Settings > General > System > Reset to initial settings > Reset all. This removes stored data but does not prevent future collection.

Does disabling ACR and HDMI CEC tracking delete my data?

No, disabling automatic content recognition (ACR) and HDMI CEC data tracking only limits future data collection. It does not erase data already stored or transmitted to LG’s servers.

Why is factory resetting important before selling my LG TV?

Factory resetting erases sensitive data like usernames, passwords, and payment information, preventing unauthorized access by third parties after the TV changes hands.

Can LG smart TVs track my location?

Yes. According to ZDNET, LG’s data collection methods can determine a user’s location within 10 meters using their home Wi-Fi network.

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