Samsung Smart TVs Under Scrutiny for User Tracking Features

Overview

• A researcher claims to have found significant user tracking features in Samsung smart TVs, including an always-on microphone.
• Experts warn that AI-driven reverse engineering could reveal similar hidden functionalities across various devices.
• Concerns have been raised about data collection practices contributing to stagnant TV prices.

A recent investigation by a user known as log4j has unveiled alarming tracking capabilities in Samsung smart TVs, which include an "always-on" microphone and other invasive features. Upon reverse engineering the TV's firmware, the researcher discovered a file detailing functionalities aimed at user tracking, such as automatic content recognition and targeted advertising.

Log4j's findings have sparked discussions among cybersecurity experts about the broader implications of such technology. James Bore, a cybersecurity consultant, emphasized that while these features are not new, they highlight a growing awareness of the extent of monitoring in smart devices. "The monitoring done by smart devices isn't a secret, but it's often overlooked by users who don't read privacy policies," he explained.

i own a relatively new (2025) samsung tv. i kept getting weirdly targeted ads. i tried reversing the firmware but it was aes encrypted and no keys unless tear it apart and do uart/jtag magic. zero days it is. root shell on new samsung TVs! discovered PRIVACY HORROR. write up? pic.twitter.com/EsxxCy1b6a

— log4j (@log4j) October 21, 2026

Jake Moore, Global Cybersecurity Advisor at ESET, noted that AI-assisted reverse engineering could lead to more revelations about data collection practices in smart devices. He suggested that this might explain why TV prices have remained stable over the years, as data collection helps keep production costs low.

In light of these findings, some smart TV owners are taking measures to mitigate tracking, using AI coding agents to strip their devices of ads and tracking software. However, these solutions are primarily effective on Android-based TVs and may not be applicable to Samsung's Tizen operating system.

Experts urge consumers to be more vigilant about data privacy, with Bore warning against complacency regarding how companies profile users for marketing purposes. Moore echoed this sentiment, stressing the importance of understanding what data is being collected and how it is shared. "Privacy shouldn't be something users have to search for in settings," he said.

Individuals concerned about security, such as Muneeb Ali, co-founder of Stacks, have expressed unease about the implications of such tracking, particularly in sensitive contexts like handling private cryptocurrency keys.