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Consumer group Which? has sounded the alarm on smart home devices collecting excessive user data. Google thermostats, LG washing machines, and Sony TVs are just a few examples of devices asking for more information than necessary.
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Unnecessary Data Collection

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Google thermostats have been found to ask for users鈥� location and contacts during the setup process. LG washing machines go a step further, asking for your birth date.

Rocio Concha, Which?鈥檚 director of policy and advocacy, demands better guidelines. 鈥淔irms should not collect more data than they need to provide the service that鈥檚 on offer,鈥� she said.
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Sharing with Social Media

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Data collected by these devices is often shared with companies like Meta, owner of Facebook and Instagram, and social media platform TikTok. UK laws mandate transparency around data collection and usage, but many users are not fully aware of these details.

According to a Which? survey, one-third of respondents admitted they don鈥檛 read a device鈥檚 privacy policy, and most only skim through it.
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Excessive Documentation

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Privacy policies can be daunting. For example, Google Nest鈥檚 policy documentation is over 20,000 words long, discouraging users from reading it thoroughly.

Rocio Concha suggests that the Information Commissioner鈥檚 Office should update its guidelines to improve consumer protection.
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Surveillance Risks

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Smart cameras and doorbells from Ezviz are particularly data-hungry and share user data with multiple companies.

These devices pose an increased risk of data leakage, sharing information with Google, Meta, Huawei, and TikTok鈥檚 business marketing unit Pangle.
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The Role of Manufacturers

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Cyber security and data protection concerns are barriers to consumer trust. Manufacturers are often unclear about the extent and purpose of data collection, causing mistrust among users.

One study found that 81% of respondents identified privacy, security, and hacking as their primary concerns.
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Second-hand Market Challenges

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Data security concerns don鈥檛 stop at first-hand users. Second-hand smart devices can store personal information, posing a risk for new users.

Manufacturers are required by GDPR to make sure the appliance can be reset to factory settings for new users.
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Tips for Consumers

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Manufacturers Must Do Better

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Consumer groups argue that manufacturers should be transparent about data collection. Rocio Concha advises that there should be 鈥渢ransparency over data sharing and the ability to opt in or out at the consumer鈥檚 discretion.鈥�
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Data Ownership Ambiguity

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Another concern is the ambiguity about who owns the machine-generated data. Consumers are worried about the invasion of their privacy, and manufacturers face the task of clarifying data usage policies.
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Not All Data is Sensitive

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Some stakeholders argue that data privacy may not be a huge concern if the data collected is not sensitive, such as information from a washing machine or dishwasher.
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Consumers鈥� Role

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Consumers should stay alert to protect their personal information. Being well-informed allows you to make smarter decisions about data security. In the words of Rocio Concha, 鈥淔irms should not amass more data than necessary.鈥�