LG TVs may use Automated Content Recognition to identify the shows you are watching for personalization, analytics, and advertising purposes, depending on your privacy settings.

LG TV privacy settings are available from the TV settings menu. The exact menu location varies by model and year, but privacy settings are likely in the Support section of the settings menu.

• You can manage Automated Content Recognition though the Viewing Information setting and the Aspect Privacy Policy (2022-2024 models).
• You can request that LG Do Not Sell My Personal Information.
• You can choose whether to enable voice data collection through the Voice Information setting. It is required to enable Voice Information to use voice control features.
• You can choose whether to enable LG Channels, which is LG's free streaming service.
• You can choose whether to enable “Who. Where. What?”, which uses data about what you are watching to provide information to you and for advertising.

Source: Consumer Reports