A researcher operating under the pseudonym @log4j has claimed to uncover evidence that Samsung smart televisions are using built-in microphones to monitor ambient sounds such as dog barks and babies crying in order to serve targeted advertisements. The findings were shared online, accompanied by images of internal files that appear to reveal the use of technology known as automatic content recognition (ACR). This system reportedly collects audio alongside screen content to develop profiles on viewers’ preferences, which may then be used or sold to advertisers.
The researcher, who purchased a Samsung smart TV in 2025, said the device was programmed to identify specific background noises and communicate this data back to Samsung. Additionally, @log4j alleged that information collected by the TV is shared with more than 400 third-party companies. If the TV lacks its own microphone, the software reportedly attempts to connect to external devices such as soundbars or Bluetooth peripherals to continue gathering audio inputs.
The disclosure has raised privacy concerns amid growing scrutiny of data collection by connected devices. In 2025, the state of Texas filed a lawsuit against Samsung over the use of ACR technology without proper user consent. The case was settled with agreements that require Samsung and LG to obtain explicit permission before activating such data collection features. In the United Kingdom, the Information Commissioner’s Office (ICO) recently concluded a 12-week consultation on internet-connected devices and announced plans to focus on smart TV manufacturers, as these devices are present in approximately 70% of UK households.
William Malcolm, executive director for regulatory risk and innovation at the ICO, emphasized the legal obligation for companies to integrate data protection by design. “We’ve welcomed the constructive engagement from industry during the consultation process and now we are calling for action — data protection by design is a legal requirement, not a suggestion,” he said.
Consumer advocacy groups have also voiced concerns about the breadth of data collected by smart devices. Andrew Laughlin, a technology expert with the organization Which?, noted that many connected products gather significantly more information than necessary for their primary functions. “Businesses need to be upfront about the data they collect, explain why they need it and give consumers meaningful control over how it’s used,” he stated, underscoring the need for robust regulation to enforce these standards.
The researcher reportedly used software developed by OpenAI to reverse engineer the TV’s security system. Following the exposure, the researcher’s account was deactivated by OpenAI for violating policies related to cyber abuse. Attempts to reach Samsung and OpenAI for comment have not yet yielded a response.