Samsung Electronics America has entered into an agreement with Texas Attorney General Ken Paxton aimed at improving transparency around data collection practices in its smart TVs. This deal mandates the company to enhance its privacy disclosures and secure clear consumer consent before gathering viewing data through its automatic content recognition (ACR) technology.

This development follows a prominent lawsuit and a temporary restraining order issued earlier this year, which accused Samsung of using ACR technology to collect user data without proper consent. The lawsuit highlighted concerns over Samsung’s methods, which involved capturing on-screen screenshots approximately every half second to identify content and facilitate targeted advertising.

Texas authorities argued that Samsung’s data collection practices were deceptive, utilizing confusing language, ambiguous terminology, and manipulative design techniques—often called “dark patterns”—that hindered consumers from understanding or opting out of data sharing. As a result, a court temporarily prohibited Samsung from collecting or sharing ACR data from residents of Texas.

Under the new agreement, Samsung is now required to stop collecting ACR viewing data from Texas users unless it receives their explicit, informed consent first. The company will also roll out software updates to its smart TVs, incorporating straightforward disclosures and dedicated consent prompts that clearly explain what data is being collected and how it is used.

Attorney General Paxton praised Samsung’s proactive steps, noting its leadership in making significant privacy improvements. Samsung’s U.S. arm, Samsung Electronics America, is a major player in the smart TV market, providing devices that serve millions of households across the globe. These TVs integrate numerous streaming options, advertising services, and smart home features, with some services using collected viewing data to personalize content and advertisements.

In response, Samsung stated its commitment to transparent privacy practices, asserting that its current policies already complied with Texas laws. However, the company agreed to improve the clarity of its disclosures and emphasized that it does not spy on consumers. It also reassured users that privacy settings can be adjusted at any time to control data sharing.

The Texas attorney general’s office has also pursued legal action against other manufacturers, including Sony, LG, Hisense, and TCL, over similar concerns related to ACR data collection. While cases against Sony and LG are ongoing, earlier filings raised national security concerns related to Chinese companies Hisense and TCL, although Samsung is based in South Korea.

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