Surely there must be a way to disable this? If I'd known I'd be getting this I'd have brought a different brand. It's annoying me to the point where I'm serious considering getting rid. Sounds dramatic but it feels invasive.
No such luck, reached out to Samsung UK via twitter and they basically said the functionality is embedded into the TV so no way to disable it.
This will probably be the last Samsung smart TV I purchase tbh if that's their attitude towards customer privacy.