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TV customization & privacy

Roku TV privacy settings

Roku TV privacy and ad settings can change personalization and some display-ad preferences. Roku says hiding an individual Home ad replaces it with another, and its ad preferences do not cover all video ads or ads inside partner apps.

Published by TV Remotely · Source checked 2026-10-26. Model and firmware behavior can differ; device tests are named only where performed.

Find the advertising controls

Use the Roku remote to open Settings, Privacy, Advertising on a supported device. Roku documents Sensitive ad content preferences for certain categories. Check each label shown on your TV, because options can vary by region, account and software version.

Decision diagram: Privacy menu then Ad preferences then Display ad limits then Network control separate
Original explanatory diagram; the exact menu may vary by model and region.

These choices are about ad preferences, not a command to delete the Roku Home or built-in services.

Know what a change affects

Roku says ad preferences apply to non-video banner ads in Roku menus and screensavers. On supported Home ads, Star then Hide this ad can replace one ad with another. Roku notes that partner-app ads, video ads and some themed backgrounds may not follow these preferences.

If you want fewer recommendations, also review the account and home options available on your current Roku version.

Separate privacy from local control

Roku also has Control by mobile apps for selected local ECP commands on Roku OS 14.1 and later. That network setting is separate from advertising preferences and Roku’s developer rules restrict ECP use by third-party platforms.

Do not enable network control expecting it to change ad behavior; review the current Roku documentation for permitted integrations.

Sources and verification