Millions of people in the United Kingdom own at least one smart device. However, only 1 in 7 has a clear understanding of how their data is collected, shared, and used.
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Only 1 in 7 Britons fully understand how smart devices use their data.
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Smart devices quietly collect detailed personal and behavioural data.
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Regulator urges users to tighten privacy settings and security.
Smartphones, smart TVs, smart speakers, smart kitchen appliances, and fitness trackers: almost everyone has at least one smart device in their household.
Despite widespread use of smart devices, 1 in 3 people (33%) don’t feel they fully understand how their devices collect, use, and share their data.
According to a recent study by the Information Commissioner’s Office (ICO), almost half (43%) of consumers are happy to buy smart devices that use their personal data to offer convenience. At the same time, 42% say they have concerns about how their data is handled when buying smart devices. Because of these concerns, 15% avoid buying these products.
Take smart TVs, for example. They collect huge amounts of data, such as what you watch, when you watch, and how long you watch. Manufacturers use that information to create personal profiles detailing your viewing habits. It can also be used for personalized advertisements and recommendations. Most of the time, this is done without your consent.
“Smart devices collect some of the most sensitive data about our lives, from our health to our daily routines and family life. They are designed to make our lives easier, but this should never come at the cost of our privacy,” William Malcolm, ICO Executive Director for Regulatory Risk, says in a public statement.
That’s why the ICO is trying to educate Britons on how they can protect their privacy when using smart devices.
First, people should research what they’re buying. They should check what data a smart device collects and see whether they are comfortable with that. If not, it’s best not to buy it.
Secondly, the privacy regulator recommends limiting the data a smart device can access during set-up. If a permission seems unreasonable, you shouldn’t agree to it.
In addition, smart devices should be properly secured with a strong and unique password. It’s best to enable multi-factor authentication (MFA) to prevent unauthorized access.
Furthermore, software updates should be installed regularly to protect your data from new threats. And lastly, if you’re planning to sell your smart device, you should first erase all of your personal information through a so-called factory reset.
The ICO’s survey was conducted between May 15th and 18th, 2026, among 2,080 adults.
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