Turn Off Tracking Secria

How to turn off ACR on Insignia and Toshiba TVs

Insignia and Toshiba don't have a smart TV system of their own. Consumer Reports lists Insignia under both Fire TV and Roku TV, and every TV on Toshiba's US site today runs Fire TV.1, 2

Checked 1 November 2026 against the sources. Steps are for US models.

Which system your TV runs

The privacy menu belongs to the system, not the brand on the bezel.

Fire TV

The model name usually says so: Toshiba's current US range is sold as "Smart Fire TV" or "Fire TV", up to the Z670 Mini LED and the REGZA ArtVision G700S.2 Consumer Reports lists Insignia and Toshiba among the brands with Fire TV built in.1

Use the Fire TV steps.

Roku TV

Consumer Reports also lists Insignia among the brands that use the Roku TV platform.1 Roku's own steps start from the Home button on a Roku remote and a left-hand menu on the home screen.4

Use the Roku TV steps.

Turn it off

Each guide repeats only the core steps. The full Fire TV and Roku guides have the rest.

Insignia and Toshiba Fire TV

PreferencesPrivacy Settings

Checked against Amazon's Privacy Settings FAQs for Fire TV Products, read 1 November 2026.3 Full Fire TV guide

  1. Open Settings › Preferences › Privacy Settings.3On older sets, Consumer Reports says the settings may sit under Applications rather than Preferences.1
  2. Turn off Device Usage Data.3
  3. Turn off Collect App Usage Data.3
  4. Turn off Interest-based Ads.Apps that use the TV's advertising ID are told not to use it to build ad profiles or target you.3
  5. In the same menu, opt out of over-the-air viewing data.Amazon describes it as what you watch through an antenna connected directly to the TV.3

Amazon's FAQ doesn't list a switch named Automatic Content Recognition, though some guides tell you to look for one. On certain Fire TV smart TVs you can change the same settings at amazon.com/mycd, under Privacy Settings › Amazon Devices Privacy.3

Insignia Roku TV

Smart TV ExperienceAutomatic Content Recognition (ACR)

Checked against Roku Support, last updated 23 June 2026.4 Full Roku guide

  1. Press Home on the Roku remote and choose Settings from the left-hand menu.4
  2. Select Privacy › Smart TV Experience.4
  3. Highlight Automatic Content Recognition (ACR) and press OK so the box is unticked.4Older guides call this Use Info from TV Inputs.1
  4. Under Privacy › Advertising, untick Personalize Ads and reset the advertising ID.1

Roku says ACR is not on out of the box, and that data collected while it was on is kept by Roku.4

What the brand itself collects

The maker's own privacy notice can sit alongside Amazon's or Roku's.

Toshiba

Toshiba's US TV site is run by TVS REGZA Corporation. Its privacy policy, effective April 2025, says that on its connected devices, where the device supports it, it collects audio information in connection with an Automated Content Recognition service, and uses it to analyze programming and app usage and for its own and its partners' marketing.5

The policy names no on-screen switch for it. California residents can send requests to support@toshibatv-usa.com.5

Amazon on Fire TV sets

According to Consumer Reports, Amazon says it doesn't use ACR to track all the shows you watch and doesn't collect data through a cable box or other non-Amazon device plugged into the TV. Fire TV does collect what you watch with an antenna and in streaming apps on the platform.1

That's what the usage data and over-the-air switches cover.3

Questions people ask

Are these settings on by default?

On the 2025 Fire TV that Consumer Reports tested, Device Usage Data, Collect App and Over-the-Air Usage and Interest-Based Ads were all enabled by default.1 On Roku TVs, Roku says ACR is off until you turn it on.4

Do I need to repeat this on every TV?

Yes on Fire TV: Amazon says its privacy settings are device-specific.3

Other TV guides

Sources 5
  1. How to Turn Off Smart TV Snooping Features, James K. Willcox, Consumer Reports, sections Amazon Fire TV and Roku TVs, updated 19 October 2025. Read 1 November 2026.
  2. All TVs, Toshiba TV USA (TVS REGZA Corporation), product list. Read 1 November 2026.
  3. Privacy Settings FAQs for Fire TV Products, Fire Tablets and Kindle E-readers, Amazon Customer Service, undated. Read 1 November 2026.
  4. Using 'More Ways to Watch' on your Roku TV, Roku Support, last updated 23 June 2026. Read 1 November 2026.
  5. Privacy Policy, TVS REGZA Corporation (Toshiba TV USA), effective April 2025. Read 1 November 2026.

Every step comes from Amazon's or Roku's own help page, or Consumer Reports' dated tests. How we check