The smart TV saga has hit a new low, with Gamers Nexus uncovering what appears to be a sinister surveillance operation by LG, but the reality is far more pervasive. Every TV company is tracking your viewing habits, using this data to sell you products and services. It's all part of the business model, even if you find it unsettling.

While LG faces intense scrutiny, other manufacturers aren’t off the hook. They too collect data on your viewing preferences, using it to personalise ads and content recommendations. This is done through automatic content recognition (ACR) systems that identify what you’re watching by analysing snippets of audio or video. The data is then sent to a central database, allowing for targeted advertising and better user experience.

To protect your privacy, consider using a burner email for your smart TV. Disagree with any blanket consent agreements, especially those related to ACR. Regularly check and modify your settings to disable ad tracking. For added security, use a separate streaming device like an Apple TV, which doesn’t use ACR and has more secure protocols.

While the tech industry defends these practices, it’s clear that vigilance is key. As consumers, we need to be more aware and proactive in protecting our data. After all, if the TV is always watching, who’s watching the watchers?