Smart tv
Many people watch digital television through a smart TV or a TV with a set-top box. This smart TV is then connected to the Internet. As a result, people can also watch programmes (again) online, rent films, use apps and visit websites in addition to ‘normally’ watching television. But because of this connection to the Internet, it is also very easy for companies to track user behaviour precisely.
On this page
Which programmes or apps do people watch or stream? When and for how long? Advertisers are very interested in these data. They can use them for making personal viewing offers or showing personal advertisements to an individual.
This may be handy for you as a viewer, because you then receive offers that have been tailored to your interests and preferences. But the collection and retention of your data may also constitute an infringement of your privacy. What you watch on TV says a lot about you. For example, about your political interests and preferences, your political ideas, or what you like to do in your spare time.
Using a smart TV
Do you intend to watch digital TV through a smart TV or set-top box, for example of your cable provider? Then it is wise to read the conditions of use and the general terms and conditions first. Also read the privacy statement before connecting your TV to the Internet for the first time.
When reading the privacy statement, pay attention to the statutory obligations for manufacturers of smart televisions, set-top boxes and digital television providers. They have to ask you for consent for collecting and retaining data about your online viewing behaviour.
Privacy in the case of personal viewing offers and advertisements
A producer of smart televisions or a digital television provider is allowed to approach you with personal viewing offers and advertisements. But there are requirements that the company has to meet to protect your privacy. These requirements have been laid down in the privacy legislation.
Consent
A manufacturer or provider must ask for consent. Do you agree to the collection by the company of your personal data through your smart TV or set-top box?
Do you not give consent? Then the company is not allowed to approach you with personal viewing offers and advertisements. Good to know: pre-checked boxes or default settings are not regarded as consent.