Smart home devices, including appliances like washing machines, demand unnecessarily large amounts of user data that could end up in the hands of social media and marketing firms, a consumer group has warned.
Which? said many products’ apps request information during setup that should not be needed to run.
Among the offenders are Google thermostats that ask some users for their location and contacts, LG washing machines that need to know your date of birth, and Sony TVs that want to track your viewing habits.
In some cases, Which? said such data is shared with the likes of Facebook and Instagram owner Meta and TikTok.
UK data protection rules mean companies must be transparent about the data they collect and how it is processed.
But most customers are likely unaware of the extent to which it may be shared, as a third of people surveyed by Which? admitted they don’t read a device’s privacy policy and most only skim it.
In the case of a Google Nest device, the documentation is more than 20,000 words.
Rocio Concha, the consumer group’s director of policy and advocacy, said the Information Commissioner’s Office (Britain’s data watchdog) should consider updating its guidelines to better protect people.
“Firms should not collect more data than they need to provide the service that’s on offer,” she said.
“Particularly if they are going to bury this important information in lengthy terms and conditions.”
Image: Google Nest encompasses doorbells, cameras, and thermostats
Who are the worst offenders?
The research looked at what information users needed to provide during setup, what data permissions a device’s relevant app requested, and what activity was subsequently tracked.
Smart cameras and doorbells from Ezviz, sold by many major UK retailers, were found to be particularly hungry and shared data with Google; Meta; Chinese phone maker Huawei; and TikTok’s own business marketing unit called Pangle.
Sky News has contacted Ezviz for comment.
Google Nest products varied depending on whether users managed them from an Android or Apple phone.
The former, which is Google’s mobile operating system, collects additional data like contacts and location.
In a statement, the search giant said it “fully complies with applicable privacy laws and provides transparency to our users regarding the data we collect and how we use it”.
Image: Speakers like Alexa have privacy features like deleting voice recordings – and Which? suggests turning them on
Unsurprisingly, fellow smart home brands Blink and Ring use tracking services from parent firm Amazon.
On Android, Ring even wants permission for people’s background location, which is not needed to alert them when their home security system is triggered and means they could be tracked when not using the app.
Consumers can opt out, but it’s turned on by default.
Amazon said its Blink, Ring, and Echo products were designed to “protect our customers’ privacy and security”.
“We never sell their personal data, and we never stop working to keep their information safe,” it said.
Tips to improve your data privacy
Opt out – some data collection is optional during setup, so don’t accept everything by default if you’re uncomfortable
Check permissions – on iOS and Android, you can review permission requests before downloading an app, and check what each app has access to in your settings
Deny access – also in your phone settings, you can potentially deny or limit each app’s access to personal data
Delete recordings – Amazon and Google’s smart assistants let you set your voice recordings to be deleted automatically after a period of time
Privacy policy – do at least browse the policy, particularly the data collection sections
What could a washing machine need to know?
The hunger for data now extends to traditional home appliances like washing machines and TVs, which have been becoming increasingly internet-enabled.
With the latter, panels from LG, Samsung and Sony all flood their menus with ads and want access to user data to personalise which ones they see.
Tracking is optional, but Which? found all three firms bundled up the settings into a single “accept all” button rather than encouraging customers to better understand what was happening.
Samsung said security and privacy was “top-of-mind” and said its users can view, download, and delete any data stored across its products and apps.
With smart washing machines, those from LG do not allow the use of their app without users giving their name, email, phone contacts, precise location, phone number, and date of birth.
LG told Sky News the app requested such details “to help tailor the experience, learn habits and anticipate needs, enabling customers to manage their smart appliance on the go”.
“All LG products can be used manually without the need to share personal details,” it said.
Miele’s app also track a user’s location by default, while Hoover’s Android demands access to contacts.
The company said data is collected “to optimise appliance usage and offer customers additional features”. It added it is “transparent with its customers”.
Ms Concha from Which? said: “Consumers have already paid for smart products, in some cases thousands of pounds, so it is excessive that they have to continue to ‘pay’ with their personal information.”
Rachel Reeves will tell Cabinet colleagues she is considering measures to reduce household energy bills as part of her budget response to rising inflation, expected to reach 4% when official figures are announced on Wednesday.
Economists forecast that consumer price inflation (CPI) will have reached double the Bank of England’s target in September, driven up from the 3.8% recorded in August by rising fuel and food inflation.
Speaking ahead of publication of the figures by the Office for National Statistics, a Treasury spokesman said that bringing down inflation was a priority, and the chancellor would convene a meeting of key cabinet colleagues on Thursday to stress its importance across government.
The spokesman specified that action to bring down energy prices was among the options being considered, the strongest indication yet that action on soaring consumer bills will feature in next month’s budget.
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2:20
Has Rachel Reeves changed her tone on budget?
The chancellor is understood to be considering cutting the 5% VAT rate on bills to zero, a move that would save billpayers around £80 a year and cost £2.5bn to implement.
Labour’s manifesto promised it would cut bills by £300 a year, but the last Ofgem price review saw a small increase driven by policy costs, leaving the government under pressure to reduce the impact of domestic energy rates that are the second-highest in Europe.
The spokesman said: “The chancellor’s view is that tackling the cost of living is urgent, and everything is on the table – including measures to bring down energy bills. She’s getting the whole of government to play its part, it’s her number one focus.”
Image: Chancellor Rachel Reeves. Pic: PA
The chancellor’s actions are a tacit acknowledgement that Wednesday’s inflation figures will be a difficult moment for a government that came to power promising to bring down the cost of living.
After peaking at more than 11% in October 2022, CPI returned to the Bank’s target of 2% in May last year, two months before Labour took office.
After briefly falling below 2% in September 2024 as higher energy prices from a year earlier dropped out of the calculation, it has marched steadily upwards, largely driven by energy and food prices.
The Bank of England has forecast that this September’s figures will mark the peak of this inflation cycle for the same reason, with the Ofgem energy cap rising less this October than a year ago.
That underlines the importance of gas and electricity bills to household finances, the official figures and the government’s energy policy.
Campaigners and some energy companies have urged the government to bring down electricity bills by shifting levies for renewables and funding for social programs to general taxation, a move estimated to cost £6bn.
The Conservatives have said they would cut levies that currently pay for carbon taxes and older forms of renewable power subsidy, cutting bills by £165 a year.
If you ever fly to Washington DC, look out of the window as you land at Dulles Airport – and you might snatch a glimpse of the single biggest story in economics right now.
There below you, you will see scattered around the fields and woods of the local area a set of vast warehouses that might to the untrained eye look like supermarkets or distribution centres. But no: these are in fact data centres – the biggest concentration of data centres anywhere in the world.
For this area surrounding Dulles Airport has more of these buildings, housing computer servers that do the calculations to train and run artificial intelligence (AI), than anywhere else. And since AI accounts for the vast majority of economic growth in the US so far this year, that makes this place an enormous deal.
Down at ground level you can see the hallmarks as you drive around what is known as “data centre alley”. There are enormous power lines everywhere – a reminder that running these plants is an incredibly energy-intensive task.
This tiny area alone, Loudoun County, consumes roughly 4.9 gigawatts of power – more than the entire consumption of Denmark. That number has already tripled in the past six years, and is due to be catapulted ever higher in the coming years.
Inside ‘data centre alley’
We know as much because we have gained rare access into the heart of “data centre alley”, into two sites run by Digital Realty, one of the biggest datacentre companies in the world. It runs servers that power nearly all the major AI and cloud services in the world. If you send a request to one of those models or search engines there’s a good chance you’ve unknowingly used their machines yourself.
Image: Inside a site run by Digital Realty
Their Digital Dulles site, under construction right now, is due to consume up to a gigawatt in power all told, with six substations to help provide that power. Indeed, it consumes about the same amount of power as a large nuclear power plant.
Walking through the site, a series of large warehouses, some already equipped with rows and rows of backup generators, there to ensure the silicon chips whirring away inside never lose power, is a striking experience – a reminder of the physical underpinnings of the AI age. For all that this technology feels weightless, it has enormous physical demands. It entails the construction of these massive concrete buildings, each of which needs enormous amounts of power and water to keep the servers cool.
We were given access inside one of the company’s existing server centres – behind multiple security cordons into rooms only accessible with fingerprint identification. And there we saw the infrastructure necessary to keep those AI chips running. We saw an Nvidia DGX H100 running away, in a server rack capable of sucking in more power than a small village. We saw the cooling pipes running in and out of the building, as well as the ones which feed coolant into the GPUs (graphic processing units) themselves.
Such things underline that to the extent that AI has brainpower, it is provided not out of thin air, but via very physical amenities and infrastructure. And the availability of that infrastructure is one of the main limiting factors for this economic boom in the coming years.
According to economist Jason Furman, once you subtract AI and related technologies, the US economy barely grew at all in the first half of this year. So much is riding on this. But there are some who question whether the US is going to be able to construct power plants quickly enough to fuel this boom.
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Is Trump’s AI plan a ‘tech bro’ manifesto?
For years, American power consumption remained more or less flat. That has changed rapidly in the past couple of years. Now, AI companies have made grand promises about future computing power, but that depends on being able to plug those chips into the grid.
Last week the International Monetary Fund’s chief economist, Pierre-Olivier Gourinchas, warned AI could indeed be a financial bubble.
He said: “There are echoes in the current tech investment surge of the dot-com boom of the late 1990s. It was the internet then… it is AI now. We’re seeing surging valuations, booming investment and strong consumption on the back of solid capital gains. The risk is that with stronger investment and consumption, a tighter monetary policy will be needed to contain price pressures. This is what happened in the late 1990s.”
‘The terrifying thing is…’
For those inside the AI world, this also feels like uncharted territory.
Helen Toner, executive director of Georgetown’s Center for Security and Emerging Technology, and formerly on the OpenAI board, said: “The terrifying thing is: no one knows how much further AI is going to go, and no one really knows how much economic growth is going to come out of it.
“The trends have certainly been that the AI systems we are developing get more and more sophisticated over time, and I don’t see signs of that stopping. I think they’ll keep getting more advanced. But the question of how much productivity growth will that create? How will that compare to the absolutely gobsmacking investments that are being made today?”
Whether it’s a new industrial revolution or a bubble – or both – there’s no denying AI is a massive economic story with massive implications.
For energy. For materials. For jobs. We just don’t know how massive yet.
Pizza Hut is to close 68 restaurants and 11 delivery sites with the loss of more than 1,200 jobs after the company behind its UK venues fell into administration.
The company has said 1,210 workers are being made redundant as part of the closures.
DC London Pie, the firm running Pizza Hut’s restaurants in the UK, appointed administrators from corporate finance firm FTI on Monday.
It comes less than a year after the business bought the chain’s restaurants from insolvency.
On Monday, American hospitality giant Yum! Brands, which owns the global Pizza Hut business, said it had bought the UK restaurant operation in a pre-pack administration deal – a rescue deal that will save 64 sites and secure the future of 1,276 workers.
A spokesperson for Pizza Hut UK confirmed the Yum! deal and said as a result it was “pleased to secure the continuation of 64 sites to safeguard our guest experience and protect the associated jobs.
“Approximately 2,259 team members will transfer to the new Yum! equity business under UK TUPE legislation, including above-restaurant leaders and support teams.”
Nicolas Burquier, Managing Director of Pizza Hut Europe and Canada, called Monday’s agreement a “targeted acquisition” which, he said, “aims to safeguard our guest experience and protect jobs where possible.
“Our immediate priority is operational continuity at the acquired locations and supporting colleagues through the transition.”
The administration came after HMRC filed a winding up petition on Friday against DC London Pie.
DC London Pie was the company formed after Directional Capital, which operated franchises in Sweden and Denmark, snapped up 139 UK restaurants from the previous UK franchisee Heart with Smart Limited in January of this year.