Thankfully, LG doesn’t make disabling Live Plus too hard, though you do have to click through a few menus. If you want to turn it off, here’s how:

1. Press the Settings button on your remote (the gear icon).

2. When the side menu pops up, select Settings.

3. Chose the General option.

4. Scroll down and select System.

5, Select Additional Settings.

6. Toggle Live Plus off.

In the Settings menu on its TVs, LG says, “By turning Live Plus on, you understand that the content displayed on your TV can be recognized, and that the viewing information may be used to provide you with an enhanced viewing experience and personalized services including content recommendations and advertisements.”