When choosing a smart television, buyers are often presented with a variety of features. One they may not be aware of: that TV could be watching you.

Vizio Smart TVs, one of the most popular manufacturers, can track your viewing tendencies and report them to advertisers, as reported by ProPublica.

The feature, “Smart Interactivity,” is already turned on as a default setting for millions of people who have purchased the device. Viewers are able to turn off the setting, that is, if they know it even exists.

“Non-personal identifiable information may be shared with select partners… to permit these companies to make, for example, better-informed decisions regarding content production, programming and advertising,” Vizio said in a statement.

Vizio seems to be taking a new approach by tracking viewers by default, while competitors like San Jose-based Samsung or LG Electronics leave it to customers to turn the setting on. Vizio’s sharing with advertisers also reportedly lets them target devices like your phone, which other companies do not.

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