How to disable ACR on a Roku TV - Pocket-lint

What the report says

Pocket-lint published a consumer privacy guide on July 18, 2026, explaining how Roku TV owners can turn off Automatic Content Recognition, or ACR, a technology used on some smart TVs to identify what appears on the screen. The article, written by Roger Fingas, frames ACR as a privacy concern because it can operate across antenna programming, cable boxes and HDMI-connected devices, not just built-in streaming apps.

According to Pocket-lint, ACR is used primarily to support advertising and audience measurement, even though manufacturers may describe it as a way to personalize the viewing experience. The report says ACR is not found on Roku’s add-on streaming players and may not be active on every Roku TV, but some television makers include it and may present the setting under labels such as “Smart TV Experience.”

The guide says Roku TV users can check the setting from the home screen by opening Settings, then Privacy, then Smart TV Experience. Depending on the model or Roku OS version, users may see a setting such as “Use info from TV inputs” or a more direct reference to ACR; Pocket-lint advises disabling the available options in that section.

Pocket-lint also notes limits to this step: data gathered before ACR was disabled may remain with Roku or partners, and Roku can still collect information about use of native TV apps. The article recommends reviewing app-level privacy controls and using Roku’s broader advertising privacy option under Settings, Privacy and Advertising, where users may see “Limit Ad Tracking” or “Personalize ads.”