[{"detail":[{"subTitle":"Smart Hub Privacy Notice","data":"Effective Date: 1 July 2026
Samsung Electronics Co., Ltd. and our affiliates (\u201cSamsung\u201d or \u201cWe\u201d) know how important privacy is to our customers. This Privacy Notice applies to the personal data we collect through the Smart Hub service on your device which utilises Samsung\u2019s Tizen operating system, such as the Samsung Smart TV and Samsung Smart Monitor (\u201cDevice\u201d). Samsung Electronics Co., Ltd is the data controller for the Smart Hub service. We created this Privacy Notice to make sure you understand how we collect and use your personal data.
This Privacy Notice should be read in conjunction with our Samsung Privacy Policy, which applies to your general use of the Device (including Voice Recognition services on 2016-2020 Devices) and can be found at https://account.samsung.com/membership/terms/privacypolicy. This Privacy Notice shall always prevail over the Samsung Privacy Policy in relation to how we use your information for the Smart Hub service. The most current version of this Privacy Notice will always be available here https://smarthub.termsnprivacy.com.
While this Smart Hub Privacy Notice applies to the Smart Hub, we also provide you additional privacy information about your use of our other services on your Device where necessary. This may include, but is not limited to, the following:
\u2022\tSamsung Account: Samsung Account Privacy Notice, which applies where you have signed into your Device with your Samsung Account, and can be found at https://account.samsung.com/membership/policy/privacy.
\u2022\tInterest-based Advertising: Interest-based Advertising Privacy Notice, found by going into the Settings menu of your Device, accessing the Privacy Choices App, or found under the \u2018Interest-based Advertisements Privacy Notice\u2019 sub-heading at https://smarthub.termsnprivacy.com.
\u2022\tViewing Information Services: Viewing Information Services Privacy Notice, found by going into Settings menu of your Device, accessing the Privacy Choices App or found under the \u2018Viewing Information Services Privacy Notice\u2019 sub-heading at https://smarthub.termsnprivacy.com.
\u2022\tSamsung IoT: SmartThings Privacy Policy, which applies when you connect your IoT devices to the Device, found at https://www.smartthings.com/privacypolicy.
\u2022\tSamsung Ads: the Samsung Ads Privacy Policy, which applies when we deliver ads outside of the Smart Hub whether on Samsung and third-party platforms, devices, websites, apps, and traditional broadcast services, found at https://policy.samsungrs.com/consent/eu/nsc/privacy_policy_en.html.
Third parties provide their own apps and connected devices that can be launched from the Smart Hub, such as content and game streaming and on-demand service providers. These third parties are responsible for the content, ads and functionality of their service and also for their own data practices, for example, to have a valid legal basis when they process your personal data. If you want to know how these third parties process your personal data, please review the privacy policies for their service.
In addition, within Samsung TV Plus some third party content providers deliver their own ads on their channels. These third parties are responsible for their own data practices with respect to the delivery of the ads.
WHAT IS SMART HUB?
The Smart Hub is a service provided by Samsung on your Device and includes various on-screen features and services, such as our free ad-supported streaming service, \u201cSamsung TV Plus\u201d, our gaming service, \u201cSamsung Gaming Hub\u201d, and our platform features that allow you to easily discover and navigate to movies, games and TV shows, browse the web, navigate between connected devices, and to search for and launch apps and to receive promotions or special offers, depending on the model of your Device.
"},{"subTitle":"WHAT PERSONAL DATA DO WE COLLECT?","data":"To provide you with the Smart Hub service, Samsung obtains your personal data in a variety of ways:
Information You Provide Directly
\u2022\tSupport Information: Where you have contacted us we collect your name, phone, email address, location and Device information;
\u2022\tTransactional Data: Payment card information (including card type, card number, expiry date, and security code), voucher or gift card numbers if you use a paid service;
\u2022\tVoice Information: With your separate consent, recordings of voice commands (such as your questions, requests, and instructions);
\u2022\tAccount Information: Where you have logged into your Samsung account on your Device, information associated with your Samsung account, such as your Samsung account ID, name, email address, age and information relating to other devices signed into that account;
\u2022\tYour Privacy Choices: Choices you make about how we use your data in relation to providing Smart Hub services, such as whether or not you would like to receive personalised ads; and
\u2022\tLog-in Information: For some apps and services, including social networks, we receive and store sign-in information, as well as other information that you allow us to receive when you connect with these apps and services.
Information Collected From Your Device
\u2022\tDevice Information: Device attributes, configurations and settings, device identifiers, advertising identifiers, IP address, device connection status, selected language, country code, MAC address, internet connection information, and information that identifies your hardware or software or their configuration;
\u2022\tDevice Usage and Log Information: diagnostic, technical, error, and usage information, including the dates, time and duration of your use of your Device, apps and hardware connected to your device, such as set-top boxes or games consoles, and how you use and interact with that hardware and apps;
\u2022\tSmart Hub Interactions: information about how you interact with the Smart Hub, such as query terms you enter into Smart Hub search features, including when you search for particular content, and clicks on buttons related to your Device, such as when you click on the \u201cLike,\u201d \u201cDislike,\u201d and \u201cWatch Now\u201d buttons, media files such as photos and videos if you choose to connect to your Device (including third-party devices and services) and interactions with promotions, recommendations and ads;
\u2022\tViewing History: information relating to content or ads viewed, purchased, downloaded, or streamed on your Device including through broadcast TV, apps, and on hardware connected to your Device such as set-top boxes or games consoles as well as subscription status;
\u2022\tAd Delivery Information: ads viewed and information about the ads, such as the advertiser, identifiers, ad type, placement and the date, time and location of the ad viewed;
\u2022\tIoT Device Information: if you connect IoT services to your Device (such as SmartThings) we collect Device information to provide you with such services;
\u2022\tBrowser Information: information about your usage of Samsung Internet, including hashed URLs and how, when and for how long you use Samsung Internet; and
\u2022\tLocation Information: non-precise location data and information about the area in which you are located, such as country, city, postal / zip code, latitude and longitude co-ordinates, and microcells.
Information From Third Parties
We may obtain and process personal data from third parties such as app providers, advertisers, content providers and technical delivery partners, as well as commercially available sources such as our third-party data brokers. This data can also be collected through cookies or similar technologies. The information obtained from third parties includes:
\u2022\tIP address, device identifiers and device characteristics;
\u2022\tnon-precise location data;
\u2022\tinformation about specific audience interests, online behaviours and demographics;
\u2022\tinformation about websites or apps you visit, the subscription status to these website or apps, how you interact with these, the and the types of content they provide, and what was recently watched;
\u2022\tinformation about you in relation to ads on apps that we serve ads into, plus information on the related ads that have been delivered to you on our behalf and how you interact with these; and
\u2022\tinformation about you and third party companies where you have used a Samsung promotion.
We require these third parties to ensure that this information has been obtained in accordance with applicable law and can be provided to us for the purposes outlined in this Privacy Notice.
Other Information We Collect
We also may collect other information about you, your devices and apps, and your use of the Smart Hub service in ways that we describe to you at the time of collection or otherwise with your consent.
Third-Party Analytics
We may, and may allow third parties to, use third-party analytics services (such as Google Analytics) and verification services (such as Campaign Manager 360). The information we obtain may be disclosed to or collected directly by these providers and other relevant third parties who use the information, for example, to evaluate use of the Device and to help administer the Smart Hub service. To learn more about Google services, please visit https://www.google.com/policies/privacy/partners/.
"},{"subTitle":"PSID AND TIFA","data":"Information about your Device usage that is collected for the purposes of providing Smart Hub services will be linked to a randomised, non-persistent, and resettable device identifier called the \u201cPersonalised Services ID\u201d or \u201cPSID\u201d. This is a string of characters that can be used to uniquely identify your Device, and which is generated by the operating system on your Device. We will use the PSID for the display of ads to Device users. You may reset your PSID as specified in the What Are Your Rights section of this Privacy Notice.
In order to protect your personal data and your preferences, third parties intending to provide ads on the Device will do so by collecting and using the \u201cTizen ID For Advertising\u201d or \u201cTIFA\u201d associated with your Device. The TIFA is a randomised version of your device's PSID and reset if your PSID is changed.
"},{"subTitle":"HOW DO WE USE YOUR INFORMATION AND WHAT IS THE LEGAL BASIS? ","data":"We use the information we collect for the following purposes, relying on the corresponding legal basis:
With your consent (GDPR Article 6(1)(a)):
\u2022\twith your separate consent to Interest-Based Advertising, delivering personalised ads, using information collected by us and third parties;
\u2022\twith your separate consent to Improve Personalised Ads, providing you with ads based on your Samsung account information and your linked Samsung products and services, such as the Customisation service on Samsung mobile devices; and
\u2022\twith your separate consent to Viewing Information Services, providing you with recommendations of customised content and apps based on content information viewed on your Device.
To promote our legitimate business interests (GDPR Article 6(1)(f)):
\u2022\tproviding you with sponsored content within the Smart Hub and promotional offers within the Samsung Promotions app on your Device;
\u2022\tfacilitating ad delivery, such as creating ad identifiers, receiving and responding to an ad request, delivering ads and logging an ad was delivered;
\u2022\tproviding you with contextual and generic ads and limiting the number of times ads are seen;
\u2022\tmeasuring ad and content performance, such as tracking the brand suitability of the digital property, the success of delivery, number of times an ad is shown and whether you interacted with the ad or visited the advertiser\u2019s website or store or made a purchase connected with the ad;
\u2022\tdeveloping insights, analytics and market research;
\u2022\tmatching and combining data from third party data sources;
\u2022\tprotecting against liability, including complying with industry standards and enforcing our policies; and
\u2022\toperating, evaluating, and improving our services and business (including developing new products and services, detecting and fixing bugs and errors, aggregating and anonymising data, creating models and algorithms through machine learning, forecasting, and performing accounting, auditing and other internal functions);
Keeping our contractual promises to you (GDPR Article 6(1)(b)):
\u2022\tidentifying and authenticating you and your Device and your privacy choices;
\u2022\tproviding you with Smart Hub services, such as allowing you to search for content on your Device and providing warranty services and technical support including online remote management;
\u2022\tallowing you to interact with other Samsung and third-party content;
\u2022\tmaintaining adequate security measures, support, and updates;
\u2022\tenhancing and customising your gaming experience, such as recommending gaming content you may be interested in and customising the way that content is displayed, based on game-related service usage information;
\u2022\tresponding to your requests and questions, and communicating with you about your Device; and
\u2022\tvalidating any Samsung promotion that you have elected to use with third parties.
To comply with the law and legal processes (GDPR Article 6(1)(c)):
\u2022\tcomplying with applicable statutes and regulatory and administrative or court orders;
\u2022\tresponding to your data subject requests (such as access, portability, erasure, object to profiling and more); and
\u2022\tprotecting against, identifying, and preventing fraud and other criminal activity, claims, and other liabilities.
"},{"subTitle":"WHO DO WE SHARE YOUR INFORMATION WITH?","data":"We will disclose your information internally within our business and to the following entities, but only for the processing purposes described above.
\u2022\tAffiliates: other Samsung Electronics Group companies which we control or own;
\u2022\tBusiness partners: partners who we work together with to provide you with Smart Hub services. These business partners control and manage your personal data;
\u2022\tService providers: carefully selected companies that provide services for or on behalf of us, for example IT service providers. These providers are committed to protecting your information;
\u2022\tContent providers: partners who Samsung engages to provide content and ads on the Smart Hub. These partners control and manage your personal data;
\u2022\tTechnical delivery partners: third parties that we work with to provide services, including ad platforms, ad networks, ad exchanges, ad servers, content and ad integration services, verification, fraud detection and measurement providers, data management platforms, marketplaces, geo-location data providers, industry bodies, and other advertising partners. These providers are committed to protecting your information and may, in some instances, control and manage your personal data;
\u2022\tOther parties when required by law or as necessary to protect Smart Hub: for example, it may be necessary by law, legal process, or court order from governmental authorities to disclose your information. They may also seek your information from us for the purposes of law enforcement, national security, anti-terrorism, or other issues that are related to public security;
\u2022\tOther parties in connection with corporate transactions: we may disclose your information to a third party as part of a merger or transfer, acquisition or sale, or in the event of bankruptcy; and
\u2022\tOther parties with your consent or at your direction: in addition to the disclosures described in this Privacy Notice, we may share information about you with third parties when you separately consent to or request such sharing.
"},{"subTitle":"HOW DO WE KEEP YOUR INFORMATION SECURE?","data":"We take data protection seriously. We\u2019ve put in place physical and technical safeguards to keep the information we collect secure. However, please note that although we take reasonable steps to protect your information, no website, app, internet transmission, computer system, or wireless connection is completely secure.
"},{"subTitle":"WHERE DO WE SEND YOUR DATA?","data":"Your use of the Smart Hub service will involve the transfer of your personal data to other countries, including countries in the European Economic Area, the United Kingdom, the Republic of Korea, the United States of America, China, Philippines, Indonesia, Singapore, Austrailia, Brazil, Mexico and India. All international data transfers are subject to appropriate safeguards to ensure that your personal data is processed safely and as you would expect. Such measures include the use of Standard Contractual Clauses to safeguard the transfer of data outside of the EEA and the UK. To request more information or to obtain a copy of the Standard Contractual Clauses please see the CONTACT US section of this Privacy Notice.
"},{"subTitle":"WHAT ARE YOUR RIGHTS?","data":"In accordance with applicable law, you have the right to ask us to provide details about what we\u2019ve collected, and you can ask us to delete it or correct any inaccuracies. You can also object or ask us to restrict or limit certain processing, sharing, or transfer of your personal data, as well as to provide to you your personal data that we\u2019ve collected so you can use it for your own purposes. We won\u2019t delete data that we\u2019re required by law to retain.
Additionally, you have the right to data portability which means you can ask us to provide your personal data to you. You also have the right to object to processing on the basis of legitimate interests, and to object to processing for direct marketing purposes, including profiling.
Where we rely on your consent to process personal data, you have a right to withdraw that consent. Where you withdraw your consent, we will stop processing the data which relies on your consent. This will not impact the lawfulness of the processing of data collected prior to your withdrawal of consent.
We note that your rights may be limited if your request may disclose information about someone else that uses your Device, where they would infringe our or third party\u2019s rights or if you ask us to delete information which we are required by law to keep or have compelling legitimate interests in keeping we may not be able to honour your request.
How to Make a Request
To make a request concerning your rights or to make an enquiry, contact us. See the CONTACT US section.
How to Opt-Out of Samsung Services and Features
Where you have opted-in to optional Samsung services and features, such as Interest-Based Advertisements, Viewing Information Services and Improve Personalised Ads, you may opt-out at any time, for instructions please see the relevant privacy notice (as listed above).
How to Delete Samsung TV Plus Viewing History
You can delete your Samsung TV Plus viewing history at any time on your Device within Samsung TV Plus. Within Samsung TV Plus via \u201cSettings and Account\u201d > \u201cClear History\u201d.
How To Reset Your PSID and TIFA
You can reset your PSID and TIFA at any time on your Device. Please note that the menu path to reset is subject to change and may vary depending on your Device model. You can reset your PSID by selecting \u201cReset PSID\u201d on your Device:
\u2022\tSettings > All Settings > General & Privacy > Terms & Privacy or
\u2022\tSettings > Terms & Privacy.
If you reset the PSID on your Device, any data collected and associated with your previous PSID will no longer be used in the delivery of ads to you. It may take some time for our systems to update your information.
"},{"subTitle":"HOW LONG DO WE KEEP YOUR INFORMATION?","data":"We will not keep your personal data for longer than is necessary for the purpose for which it was collected. This means that information will be destroyed or erased from our systems, or kept in a form which can no longer be linked to you, when it\u2019s no longer required.
How long your data will be retained depends on the legal basis relied upon to process your data. For example, data we process to perform our contract with you requires us to keep the data throughout the time you use our Smart Hub service. As long as you are an active user of the Smart Hub service, we will retain and process this data.
Data we process in accordance with our legitimate interests is only kept for as long as needed for the purposes for which it was collected. For example, this data may be collected to perform analytics so we can develop and improve the Smart Hub service, or we may process data to keep a record of enquiries you have made to us to improve your customer service experience.
If you withdraw your consent, we will stop processing the data that relies on that consent, but it will not impact the processing of data collected prior to your withdrawal until the purposes for which such data was collected have been achieved.
Please note, although we aim to retain your data for as short a time as possible, your data may be processed longer pursuant to applicable law. For example, if a specific statute mandates we require a certain piece of data, we will comply and retain that data until the required retention period expires.
"},{"subTitle":"COOKIES AND SIMILAR TECHNOLOGIES","data":"We, along with certain third parties such as content providers, technical delivery partners and advertisers, may use technologies such as cookies, beacons, pixels, and other tools (collectively known as \u201cTechnologies\u201d) that communicate information from your Device to a server. Technologies can be embedded in online content, videos, and ads. They allow a server to read certain types of information from your Device, know when you\u2019ve viewed particular content or a particular ad, and determine the time and date on which you viewed it, and information about your Device, including the IP address of your Device. We, and certain third parties, use Technologies for a variety of purposes, including to measure and analyse the use of our Smart Hub services.
We may also engage other companies to serve ads on our behalf across the internet and provide analytics services to us. These companies may use Technologies to collect information about your use of the Smart Hub services and other websites and apps, including: your IP address, web browser, pages viewed, time spent on pages or in apps, links clicked, and conversion information. Third parties are not controlled directly by Samsung, so we recommend that you check their privacy policies to understand how they use your data.
"},{"subTitle":"IAB EUROPE TRANSPARENCY & CONSENT FRAMEWORK","data":"In some jurisdictions in Europe Samsung participates in the IAB Europe Transparency & Consent Framework for Samsung TV Plus, and for that service we comply with the specifications and policies. For Samsung TV Plus in Europe Samsung uses the Consent Management Platform with the identification number 28.
"},{"subTitle":"CONTACT US","data":"You can contact us to update your preferences, correct your information, submit a request, or ask us questions. The easiest way is through the \u2018Contact Us\u2019 section of https://www.samsung.com/.
You can also contact us at:
Data Controller
Samsung Electronics Co., Ltd.
129, Samsung-ro, Yeongtong-gu,
Suwon-si, Gyeonggi-do 16677, Republic of Korea
Samsung has offices across Europe, so we can ensure that your request or query will be handled by the data protection team based in your region.
The easiest way to contact us is through our Privacy Support Page at https://www.samsung.com/request-desk.
You can also contact us at:
European Data Protection Officer
Samsung Electronics (UK) Limited
Samsung House, 2000 Hillswood Drive, Chertsey, Surrey KT16 0RS
United Kingdom
You can lodge a complaint with the relevant supervisory authority if you consider that our processing of your personal data infringes applicable law. Contact details for these supervisory authorities can be found below:
\u2022\tEEA: https://www.edpb.europa.eu/about-edpb/about-edpb/members_en
\u2022\tSwitzerland: https://www.edoeb.admin.ch/edoeb/en/home/deredoeb/kontakt.html
\u2022\tUK: https://ico.org.uk/global/contact-us/
"},{"subTitle":"UPDATES TO THIS PRIVACY NOTICE","data":"This Privacy Notice may be updated to let you know about changes in how we collect and process your information in the Smart Hub service or changes in applicable laws. We will post a notice to your Device to notify you of any significant changes to our Privacy Notice. The date when the document was last updated is shown at the top of this Privacy Notice.
"}],"title":"Smart Hub Privacy Notice","version":"20260629"}]