VIZIO, Inc. makes smart TVs and the SmartCast/VIZIO OS platform, and runs an advertising business built around opt-in Automatic Content Recognition (ACR), branded 'Viewing Data,' that captures granular audio/video-recognition data about what is played on a household's connected devices. In February 2017 VIZIO paid $2.2 million to settle FTC and New Jersey Attorney General charges that it collected viewing histories on 11 million smart TVs without consumers' consent via this same ACR technology (marketed then as 'Smart Interactivity') and sold that data to third parties; the resulting order remains in effect until 2037 per Walmart's own SEC filing. Walmart, Inc. acquired VIZIO Holding Corp. and its subsidiaries in December 2024, and VIZIO's current Privacy Policy (updated March 16, 2026) discloses that Viewing Data, when enabled, is shared with third parties, and that VIZIO licenses demographic and location data from third-party sources to enhance ad targeting. Apple's App Store privacy label for VIZIO's official mobile app independently confirms cross-app tracking and third-party-advertising use of linked identifiers. No independent audit or bug-bounty program was found in this research.
TRACK RECORD
1 ENFORCEMENT ACTION
[2017-02-06]
The FTC's February 6, 2017 press release states VIZIO 'agreed to pay $2.2 million to settle charges by the Federal Trade Commission and the Office of the New Jersey Attorney General that it installed software on its TVs to collect viewing data on 11 million consumer TVs without consumers' knowledge or consent,' and that under its then-branded 'Smart Interactivity' feature (the same ACR mechanism now called Viewing Data), 'VIZIO sold this information to third parties, who used it for various purposes, including targeting advertising to consumers across devices.'
VIZIO's Privacy Policy defines 'Viewing Data' as VIZIO OS product viewing behavior and usage — including audio and video programming, ads, gaming content, devices connected via HDMI, and third-party apps — captured in real time via built-in Automated Content Recognition (ACR) technology if the user opts in. The policy states that once enabled, the TV uses video and audio data to recognize what is playing and communicates that to VIZIO to recommend content and tailor advertisements, and that certain Viewing Data, once enabled, is also shared with third parties.
Walmart Inc.'s Form 10-K for the fiscal year ended January 31, 2025 (signed March 14, 2025) states that Walmart 'acquired VIZIO Holding Corp. and its subsidiaries (collectively "VIZIO") in December 2024,' establishing VIZIO as a wholly-owned Walmart subsidiary in a government-filed, auditable disclosure.
The same App Store privacy label states that Contact Info, Identifiers, and Usage Data, which may be collected and linked to a user's identity, are used for 'Third-Party Advertising' in addition to first-party analytics and product-personalization purposes.
VIZIO's Privacy Policy states it discloses personal information within the Walmart family of companies and VIZIO affiliates, and with application partners, content providers, advertisers, ad tech partners, and measurement partners to deliver tailored ads and provide aggregated or deidentified reports; the policy also states VIZIO uses demographic, location, and other attribute data 'that we license from third-party data sources' to enhance ad targeting.
The FTC's February 6, 2017 press release states VIZIO 'agreed to pay $2.2 million to settle charges by the Federal Trade Commission and the Office of the New Jersey Attorney General that it installed software on its TVs to collect viewing data on 11 million consumer TVs without consumers' knowledge or consent,' and that under its then-branded 'Smart Interactivity' feature (the same ACR mechanism now called Viewing Data), 'VIZIO sold this information to third parties, who used it for various purposes, including targeting advertising to consumers across devices.'
Walmart's FY2025 10-K confirms the 2017 FTC/NJ AG stipulated judgment (the 'VIZIO Order') 'remains in effect until 2037 and requires VIZIO to comply with specified obligations related to its collection and use of certain information collected from a VIZIO internet-connected device' — an active, multi-decade compliance order disclosed by the current parent company itself.
Apple's App Store privacy label for VIZIO's official mobile app ('VIZIO | WatchFree+', self-reported by VIZIO to Apple) discloses that Identifiers and Usage Data 'may be used to track you across apps and websites owned by other companies' — Apple's designated cross-context tracking category, distinct from first-party analytics.
The same Privacy Policy discloses that VIZIO uses cookies and similar technologies to automatically collect information about use of the website, Mobile App, and Services, including interaction with advertisements, and separately states VIZIO 'may also use pixels in connection with third parties to facilitate tailored advertising and to track the effectiveness of our advertising efforts.'