LG Television sale of personal data

Summary

The LG G3 OLED defaults to a setting of "do not sell my personal information" being off, meaning it is configured to allow the sale of personal information by default.

The LG G3 OLED, a flagship television priced at $3,600+[1], is configured out of the box to collect and sell user data without explicit consumer consent. The TV gathers data on viewing habits and interactions, sharing this information with third-party advertisers. Users must manually disable tracking through multiple settings menus, a process that requires navigating through a series of privacy settings buried deep within the interface.

This practice violates the privacy rights of LG's customers:

• It defaults users into data collection and sales instead of requiring opt-in consent.
• The opt-out process requires multiple navigation steps and is deliberately obscure.
• It aligns with a broader industry trend of TV manufacturers monetizing user data as an additional revenue stream. For example, Vizio made more revenue from monetizing consumer data via Platform+ than from selling televisions in 2021.

Data Collection Practices

The LG G3 OLED includes a feature known as Automatic Content Recognition (ACR), branded as Live Plus, which:

• Monitors all content displayed on the TV, including streaming services, cable, and external devices.
• Transmits viewing data to LG’s servers, where it is analyzed and used for targeted advertising.
• Utilizes collected data for content recommendations and ad targeting.

According to the LG California Privacy Policy, personal data is sold by default unless the user explicitly opts out:

"As a California resident, you have the right to 'opt out,' or to direct us to stop selling or otherwise sharing your personal information with third parties in exchange for monetary or other valuable consideration."

Opt-Out Process

Disabling data collection requires the user to follow a 27-click process, navigating through multiple menus:

1. Press the Settings button on the remote.
2. Navigate to Settings > Support > Privacy & Terms
3. Select Do Not Sell My Personal Information.
4. Toggle this on.

This intentionally cumbersome process can result in users remaining opted in who would otherwise not consent to this practice. Industry research confirms that many smart TVs employ similar tactics to keep consumers from opting out of data tracking.

Industry Comparison

LG’s data collection practices are part of a wider industry trend. Other major smart TV manufacturers engage in similar behaviors:

• Samsung – Uses "Viewing Information Services" to track content watched and target ads.
• Vizio – Previously fined by the FTC for collecting and selling user data without consumer consent.
• Roku – Default settings enable personalized ad tracking and data collection, making opt-out difficult.

Consumer Impact

The LG G3 OLED’s pre-enabled data collection raises concerns about consumer rights:

• Loss of Privacy: Users’ viewing habits are tracked without clear, upfront disclosure.
• Difficult Opt-Out: LG TV owners must take deliberate action to disable tracking, often without clear guidance.
• Blurred Ownership Rights: The TV functions as a data collection device rather than simply a television, raising questions about whether consumers truly "own" their devices or are just leasing them while providing data as a form of payment.

• Consumer Privacy Rights