Fire TV settings: Amazon, Hisense, Insignia, Panasonic, TCL and Toshiba
This guide covers every TV on this site that runs Fire TV, whichever brand made it: Amazon, Hisense, Insignia, Panasonic, TCL and Toshiba. The settings belong to Fire TV, not to the TV's brand, so one guide covers them all. Each path comes from an official manual, help page or privacy notice, linked under it.
Hisense and TCL also sell TVs on other platforms. Their own guides cover every model: Hisense TV settings and TCL TV settings.
On Fire TV, the documented ad settings change how ads are personalised; the ads themselves continue. Each section shows what's available.
Fire TV (Amazon's TVs and Fire TV models from other brands)
- Amazon: Amazon Ember Artline (2026), Amazon Fire TV Omni QLED Series (2025), Amazon Fire TV 2-Series (2025), Amazon Ember 4-Series / Fire TV 4-Series (2025), Amazon Ember 4-Series / Fire TV 4-Series (2025, UK), Amazon Ember 2-Series / Fire TV 2-Series (2025, UK), Amazon Ember Mini-LED Series / Fire TV Omni Mini-LED Series (2024), Amazon Fire TV 2-Series (2023), Amazon Fire TV Omni QLED Series (2022), Amazon Fire TV Omni Series (2021)
- Hisense: Hisense U7 Series (2026, Fire TV), Hisense U6 Pro Series (2026, Fire TV), Hisense U6 Series (2025, Fire TV), Hisense S5 DécoTV (2025, 32 inch, Fire TV)
- Insignia: Insignia F30 Series (2025), Insignia F50 Series (2025), Insignia F20 Series (2025), Insignia QF Series (2025), Insignia FE Series (2025), Insignia F40 Series (2025), Insignia F50 Series QLED (2022)
- Panasonic: Panasonic 55W95B (2025, UK), Panasonic Z95B (2025, UK), Panasonic Z95B (2025, US), Panasonic W85B (2025, UK), Panasonic Z90B (2025, UK), Panasonic Z85A (2024, UK)
- TCL: TCL QM64L (2026), TCL V6D (2026, UK), TCL T6C (2025, UK), TCL SF560 (2025, UK)
- Toshiba: Toshiba C350 Series, Toshiba M550 Series (hands-free Alexa)
Ads in the TV's menus: they can't be turned off; the settings below change how they're personalised.
ACR settings
- Automatic Content Recognition
Settings → Preferences → Privacy Settings → Automatic Content RecognitionTurn it off to stop ACR on content from connected devices such as cable boxes. Amazon says this doesn't change whether you see ads, though they may be more repetitive.
Documented on Amazon's US help pages only.
- Device Usage Data
Settings → Preferences → Privacy Settings → Device Usage DataTurn it off to stop this data being used for marketing and product improvement. Collection needed for device features continues.
- Collect App Usage Data
Settings → Preferences → Privacy Settings → Collect App Usage DataTurn it off to stop Amazon collecting usage data from third-party apps.
- Broadcast Live TV Data (UK)
Settings → Preferences → Privacy SettingsAmazon's UK FAQ says smart TVs with Fire TV can send Amazon information on your use of broadcast live TV received through the TV's aerial inputs, and that you can opt out here.
From Amazon's UK privacy FAQ (checked 19 Oct 2026). It doesn't give the switch's exact name.
Ad settings
- Interest-based AdsAds continue, less personalised
Settings → Preferences → Privacy Settings → Interest-based AdsTells apps that use the device's advertising ID not to use it to build ad profiles or show you interest-based ads. Ads continue.
Amazon's privacy FAQ covers Fire TV devices from other brands too. Same path in the UK and US.
No setting to turn them off is documented. Amazon's Fire TV privacy FAQ describes Interest-based Ads as telling apps that use the device's advertising ID not to use it to build ad profiles or target interest-based ads; it doesn't say the ads stop.