Smart TVs, speakers, and even kitchen appliances like connected air fryers have become common in households worldwide. These devices promise convenience, entertainment, and energy efficiency. But regulators are increasingly alarmed by the amount of personal data they collect.

In June 2025, the UK's Information Commissioner's Office (ICO) announced new guidance for manufacturers of connected devices. The message was clear: stop treating user data as an endless resource and start respecting privacy by design. The announcement has sparked global conversations about the future of the Internet of Things (IoT) in homes.

The Rise of Data-Hungry Devices

Everyday gadgets now function more like computers than single-purpose tools. Smart TVs can log viewing habits and voice commands. Air fryers connected to apps may track cooking routines. Speakers capture conversations to respond to voice assistants.

For companies, this data is valuable. It reveals user behavior patterns that can be sold to advertisers, used for product development, or leveraged for cross-platform targeting. For users, however, it means constant surveillance in spaces that were once considered private.

The ICO's Intervention

The ICO has issued a set of recommendations and potential enforcement measures, warning companies that:

• Data collection should be proportionate to the function of the device.
• Users must receive clear consent options, not hidden behind long terms and conditions.
• Children's data requires special protection, especially in households where smart devices are widely used.
• Devices should work with minimal data even if users opt out of tracking.

The regulator has signaled that noncompliance could lead to fines, bans, or restrictions on sales in the UK market.

Why the Push Is Necessary

Studies show that many consumers do not realize how much data their devices collect. A TV may log every channel switch. A smart speaker may retain transcripts of voice queries. Even an air fryer app might track frequency of use to create behavioral profiles.

The danger is not only misuse by companies but also security breaches. If poorly secured, IoT devices can become entry points for hackers, exposing sensitive household data.

The Wider Global Context

European Union – The EU has already introduced stricter requirements under the Digital Services Act and Digital Markets Act, demanding more transparency from device manufacturers.

United States – Regulation is patchy, but pressure is growing from consumer groups to treat IoT devices as data services subject to stricter oversight.

Asia-Pacific – Countries like Japan and Australia are debating frameworks to secure IoT ecosystems.

The ICO's move adds momentum to a growing international consensus that connected devices cannot remain underregulated.

Industry Response

Manufacturers have expressed mixed reactions. Some argue that heavy restrictions could stifle innovation and raise costs. Others acknowledge the need for reform, especially as public trust in smart devices declines. A few companies are experimenting with local data processing, where information never leaves the device, as a way to balance privacy with functionality.

What It Means for Consumers

If the ICO's guidance is adopted widely, consumers may notice changes such as:

• More visible consent prompts during device setup.
• Options to limit or disable data collection entirely.
• Shorter, simpler explanations of how data is used.
• Stronger security measures as part of default settings.

The goal is not to discourage people from using smart devices but to ensure they can do so without unknowingly giving up their privacy.

The Future of Privacy in Smart Homes

The debate over connected devices reflects a larger question about the future of technology in everyday life. Will our homes become hubs of constant surveillance, or can they be designed to respect boundaries?

Regulators like the ICO are betting on the latter, but much depends on whether manufacturers adopt privacy by design as a core principle rather than a compliance checkbox.

Final Thoughts

Smart devices have blurred the line between convenience and surveillance. The ICO's intervention signals that regulators are no longer willing to let the industry operate unchecked. If manufacturers adapt, households could enjoy the benefits of technology without sacrificing privacy. If they resist, expect more conflicts between regulators, companies, and consumers in the years ahead.