Advertising Privacy Settings on TVs & Streaming Devices

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How to Opt Out

How to Access and Manage Settings for your Advertising ID on:

Amazon Fire TV

Apple TV

Google TV (with Android OS)

Roku

Samsung TV

Many internet-connected TVs and streaming devices (together, “TV Platforms”) provide consumers with privacy settings that adjust how the TV Platforms and streaming apps on those TV Platforms use data for advertising. One important setting allows you to manage or limit the use of advertising IDs provided by the TV Platforms.

Advertising IDs are unique identifiers assigned to each TV Platform. Advertising IDs may allow the TV Platform provider and streaming apps to identify the user of a TV Platform across different contexts for advertising purposes, including interest-based or targeted advertising.

Below are instructions explaining how to access and manage your advertising ID on popular TV Platforms. You can also follow instructions for adjusting privacy settings onweb browsers andmobile devices.

These instructions are provided for informational purposes only, and may not be fully complete, accurate, or up-to-date. Privacy settings for different versions of the same device or software may vary. The NAI is not responsible for the functioning of TV privacy settings.

Updated September 15, 2025

Control Your Advertising ID on Amazon Fire TV

You can control the use of your advertising ID for interest-based ads on Amazon Fire TV devices.

The steps outlined below apply to Amazon Fire TV Version FireOS 8.

1. Opt Out or Reset Your Advertising ID

Allows you to control whether apps can access your advertising ID, or whether to replace your existing advertising ID with a new one.

Step 1. Navigate to Privacy Settings

While using your Amazon Fire TV, go toSettings.

Next, selectPreferences.

Next, selectPrivacy Settings.

Step 2. Turn off Advertising ID for Interest-Based Ads.

Select “Interest-Based Ads” and toggle this setting off.

Instead of turning off access to the advertising ID, you may also reset your advertising ID. To do so, select “Your Advertising ID” and toggle the highlighted setting. This replaces the current advertising ID with a new one. The new advertising ID may be made available for interest-based ads unless you also toggle off the Interest-Based Ads control (see above).

2.Additional Resources

Privacy FAQHere.

Controls on Apple TV

You can limit when streaming apps may request access to your advertising ID for interest-based ads (“tracking”) on your Apple TV .

Note: By default, apps on the Apple TV platform may request your permission to access your advertising ID for interest-based ads (described as “tracking” by the Apple TV Platform).

The steps outlined below apply to Apple TV tvOS 18.6.

1. Manage whether apps are allowed to ask permission to use your advertising ID.

Allows you to control whether apps on your Apple TV are allowed to request access to your advertising ID.

Step 1. Navigate to Privacy Settings

While using your Apple TV device, go toSettings.

Next, selectGeneral.

Next, select Privacy & Security.

Step2. Manage when apps can request permission to access your advertising ID (“tracking”).

From the Privacy & Security menu, selectTracking.

Toggle off “Allow Apps to Ask to Track” to prevent apps from requesting your permission to use your advertising ID (“tracking”). If you take this action, apps will not be able to access your advertising ID and will not be allowed to ask for your permission to track.

If you have previously granted apps permission to track, then after toggling this setting “off” you will be prompted to decide whether to allow those apps to keep tracking. Select“Allow Apps to Continue Tracking” if you donot wish to revoke permissions you previously gave; or“Ask Apps to Stop Tracking” to revoke those permissions.

2.Additional Resources

Privacy FAQ forcurrent versions of tvOS; and forolderversions.

Controls onGoogle TV (Android TV OS)

You can manage how your advertising ID is used for interest-based ads on your Google TV.

Note: Some popular TV manufacturers such as Sony, TCL, and Hisense also use the Android TV operating system. Managing your advertising ID on those devices and others that use the Android TV operating system should be similar to the instructions provided below, however you may need to consult your device manufacturer’s website for instructions if there are any differences.

The steps outlined below apply to Google TV on Google Streamer, Android Version 14.

1.Delete or Reset Your Advertising ID

Allows you to control whether apps can access your advertising ID, or whether to replace your existing advertising ID with a new one.

Step 1. Navigate to Privacy Settings

From the home screen, go to the gear icon on the top left.

Then selectAllSettings.

From the All Settings menu, selectPrivacy.

Step 2.Opt Out or Reset Your Advertising ID

While in the Privacy settings menu, selectAds.

Select “Delete advertising ID” to opt out of the use of your advertising ID for personalized ads on your Google TV.

Confirm your choice.

Alternatively, you may select “Reset advertising ID” from the Advertising menu to generate a new advertising ID for your Google TV without opting out of personalized ads altogether.

2. Additional Resources

Privacy FAQHere.

Control Your Advertising ID on Roku

You can manage how your advertising ID is used for interest-based ads on Roku streaming devices and TVs.

The steps outlined below apply to Roku software version 14.6

1.Delete or Reset Your Advertising ID

Allows you to control whether apps can access your advertising ID, or whether to replace your existing advertising ID with a new one.

Step 1. Navigate to Privacy Settings

While using your Roku, go to Settings from the home screen.

From the Settings menu, scroll down to and selectPrivacy.

Step 2.Opt Out or Reset Your Advertising ID

While in the Privacy settings menu, select Advertising.

Select and then un-check “Personalize ads” to opt out of the use of your advertising ID for personalized ads on your Roku.

Confirm your choice.

Alternatively, you may select “Reset advertising ID” from the Advertising menu to generate a new advertising ID for your Roku without opting out of personalized ads altogether.