Turn Off Tracking Secria

How to turn off ACR on a Philips TV

Every TV on Philips USA's latest-TVs page today is either a Roku TV or a Google TV, so the switches to change are Roku's or Google's.1

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

Which system your Philips runs

Philips puts it in the product name: the current US range is listed as "Roku TV" or "Google TV".1

Philips Roku TV

On the US site today: the 6000 series LED, the 7875 Ambilight and the 7900 QLED.1 Consumer Reports took its 2025 Roku TV privacy steps from a Philips OLED.2

Use the Roku TV steps.

Philips Google TV

On the US site today: the 7000 series LED, QLED and QLED+, the 7400 FHD QLED and the 7600 gaming QLED.1 Older Philips sets may run Android TV, which Google TV is replacing.2

Use the Google TV steps.

Turn it off

The core steps for each system. The full Roku and Google TV guides have the rest.

Philips Roku TV

SettingsPrivacy › Smart TV Experience

Checked against Roku Support (last updated 23 June 2026) and Consumer Reports' test of a 2025 Philips OLED.3, 2 Full Roku guide

  1. Press Home on the Roku remote and choose Settings from the left-hand menu.3
  2. Select Privacy › Smart TV Experience.3
  3. Highlight Automatic Content Recognition (ACR) and press OK so the box is unticked.3On the set Consumer Reports tested, the box was called Use Info from TV Inputs.2
  4. Back in Privacy, open Advertising, untick Personalize Ads and reset the advertising ID.2
  5. Open Privacy Choices to opt out of having your data shared or sold.2

Roku says ACR is not on out of the box, and that data collected while it was on is kept by Roku.3

Philips Google TV

SettingsPrivacy › Ads, and Privacy › Location

Checked against Google TV Help, read 1 November 2026.4, 5 Full Google TV guide

  1. From the home screen, select Settings at the top.4
  2. Select Privacy › Ads › Delete advertising ID.Google says no new ID is assigned, and apps can still show ads that aren't based on it.4
  3. To stop apps getting the TV's location, select Settings › Privacy › Location and turn it off.Google and others may still get a general location from your IP address.5
  4. If the TV asked you to accept the maker's own agreements at setup, look for them in the Settings menus and withdraw the ones you don't want.Consumer Reports says Google TV itself doesn't use ACR, but individual TV brands may, under their own agreements.2

Google says you can't turn off ads on Google TV, only control how the advertising ID is used for personalized ads.4

Questions people ask

Is there a Philips setting called ACR?

On a Philips Roku TV the switch is Roku's Automatic Content Recognition (ACR) box, under Smart TV Experience.3 On Google TV, Google says the platform itself doesn't use ACR, according to Consumer Reports.2

Does turning off ACR stop all tracking?

No. On Roku TVs, Consumer Reports says Roku may still collect and share data about the apps and streaming services you use.2 On Google TV, Google collects watch activity, app interactions and approximate location to run the service.5

Other TV guides

Sources 5
  1. Latest TVs, Philips USA, product list. Read 1 November 2026.
  2. How to Turn Off Smart TV Snooping Features, James K. Willcox, Consumer Reports, sections Android and Google TVs and Roku TVs, updated 19 October 2025. Read 1 November 2026.
  3. Using 'More Ways to Watch' on your Roku TV, Roku Support, last updated 23 June 2026. Read 1 November 2026.
  4. Change ad settings for your Google TV, Google TV Help, undated. Read 1 November 2026.
  5. How Google TV handles your data, Google TV Help, undated. Read 1 November 2026.

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