Samsung Electronics says its SmartTV is programmed to pick up surrounding voices as it scans airwaves for commands. Data is collected and transmitted to a third-party vendor that converts speech to text.

“Please be aware,” Samsung warns in its privacy policy, “that if your spoken words include personal or other sensitive information, that information will be among the data captured and transmitted to a third party through your use of voice recognition.”

A recent study points to a “clear connection” between consumer perception regarding the safety of their data and the commercial success of products, said Paul Jauregui, VP of cyber-security and risk consulting company Praetorian. In the study, 80% of consumers said they’re more likely to purchase from companies they believe do a better job of protecting their information.

“It’s getting to a point where it’s going to influence buying decisions,” he said.