Kentucky Just Told Smart TVs to Ask Permission Before Spying

TL;DR: Kentucky's HB 692 sailed through the House with a unanimous 92-0 vote on March 13, 2026. The bill adds automatic content recognition (ACR) data (the screenshots your smart TV takes every 500 milliseconds) to the state's definition of "sensitive data." That means TV makers would need explicit opt-in consent before collecting it. This is the first state legislation to specifically target smart TV surveillance technology. The bill is now in the Senate. If it passes, Kentucky joins Texas (via lawsuit settlements) in forcing TV manufacturers to actually ask before watching you watch TV. Effective date: July 1, 2027.

Your TV Is Taking Screenshots. Constantly.

Here's what most people don't realize: that smart TV you bought isn't just displaying content. It's analyzing it.

Automatic content recognition (ACR) technology captures screenshots of your screen multiple times per second (typically every 500 milliseconds) and compares them against a database of known content.^[1] The system identifies exactly what you're watching, when you're watching it, and for how long.

This isn't limited to streaming apps. ACR can identify:

Cable and satellite TV shows
DVDs and Blu-rays
Content from your gaming console
Anything connected via HDMI, including your laptop screen
Even your Zoom calls and work presentations

In 2017, the FTC caught Vizio collecting viewing data from 11 million TVs without consent. The company paid $2.2 million to settle.^[2] In December 2025, Texas Attorney General Ken Paxton sued Samsung, Sony, LG, Hisense, and TCL for similar practices. Samsung already settled, agreeing to get "express consent" from Texas residents.^[3]

Kentucky legislators apparently decided they didn't want to wait for a lawsuit.

What HB 692 Actually Does

The bill, sponsored by Representatives Branscum, Bratcher, and Lawrence, amends Kentucky's existing Consumer Data Protection Act with two key changes:^[4]

1. Defines "Automatic Content Recognition"

The bill formally defines ACR as technology used by "smart monitors" (internet-connected TVs) to identify content being displayed by analyzing audio or video fingerprints. This closes a gap: previous privacy laws didn't specifically address this surveillance method.

2. Makes ACR Data "Sensitive"

Here's the real change: ACR data now falls under Kentucky's definition of "sensitive data." Under the Kentucky Consumer Data Protection Act, businesses can't collect sensitive data without first obtaining explicit opt-in consent.^[5]

Translation: TV manufacturers would have to ask before they start tracking. Not bury the permission in a 50-page terms of service. Not pre-check the box. Actually ask.

Why This Matters

Kentucky is the first state to pass ACR-specific privacy legislation. Other states have tackled smart TV surveillance through lawsuits (Texas) or broad privacy laws (California, Virginia), but none have directly named automatic content recognition as a surveillance technology requiring special protection.^[6]

The unanimous House vote, 92 to 0, suggests this isn't a partisan issue. Nobody wants their TV watching them without permission, regardless of political affiliation.

The data collected through ACR is valuable. Very valuable. TV manufacturers sell viewing profiles to:

Advertisers: Who use it for targeted ads across all your devices
Content networks: To measure actual viewership beyond Nielsen ratings
Data brokers: Who combine it with other data to build comprehensive profiles
Political campaigns: To target voters based on what they watch

Companies like Google and X (formerly Twitter) receive ACR data to serve you ads based on your viewing habits.^[3] That's why you see ads for a product on your phone after watching a commercial on your TV. It's not a coincidence.

Where the Bill Stands

Date	Action
Feb 23, 2026	Bill introduced
Mar 2, 2026	Referred to Small Business & Information Technology Committee
Mar 13, 2026	Passed House 92-0
Mar 16, 2026	Received in Senate, referred to Committee on Committees

Effective date if passed: July 1, 2027

The bill needs to clear Senate committees and pass a Senate floor vote before heading to the Governor. Given the unanimous House support, Senate passage seems likely.

Don't Wait for the Law: Disable ACR Now

Kentucky residents have until July 2027 before this bill would take effect, and that's assuming it passes. Everyone else has no protection at all.

Here's how to disable ACR on the major brands:

Samsung

Settings → Support → Terms & Policies → Viewing Information Services → Toggle OFF

LG

Settings → All Settings → General → Additional Settings → Live Plus → Toggle OFF

Sony (Android/Google TV)

Settings → Device Preferences → Samba Interactive TV → Disable

Vizio

Menu → Admin & Privacy → Viewing Data → Toggle OFF

TCL / Roku TVs

Settings → Privacy → Smart TV Experience → Toggle OFF "Use Info from TV Inputs"

Hisense

Settings → Support → Usage & Diagnostics → Auto Content Recognition → Toggle OFF

Better option: Don't connect your TV to the internet. Use a separate streaming device you control (like an Apple TV) and leave the smart TV "dumb." The TV can't phone home if it can't reach the network.

The Bigger Picture

This bill comes at a critical moment for smart TV privacy:

Texas AG lawsuits: Samsung settled. Sony, LG, Hisense, and TCL are still fighting. These cases could set national precedent.
No federal law: There's no comprehensive federal privacy law requiring consent for ACR data collection. The patchwork continues.
Industry pushback: TV manufacturers are lobbying against these laws. ACR data is a major revenue stream, especially for budget TV brands that sell hardware at a loss.

Kentucky's bill proves that state legislatures can move faster than federal regulators. If HB 692 passes and other states follow, TV manufacturers might have to make opt-in consent the default everywhere, or maintain 50 different surveillance configurations.

One is a lot cheaper than the other.

References

Published: March 17, 2026