A pair of U.S. Senators — Democrats Edward J. Markey of Massachusetts, and Richard Blumenthal of Connecticut — have asked the FTC to look into "consumer privacy issues raised by the proliferation of smart-TV technology."

The letter, as reported by the New York Times, addresses increasing technology that allows company to have hyper-accurate knowledge of what consumers are watching and playing on their smart TVs — with the obvious privacy implications.

From the NYT:

Companies are using new tools to identify and log what people are watching as part of an effort to profile consumers and direct ads to other devices in their homes. The letter cited a New York Times article, published last week, that detailed the practices of Samba TV, a San Francisco software company. Privacy advocates have criticized the company for not being transparent with consumers when it seeks permission to track their viewing on internet-connected TVs to sell ads.

"Regrettably," the senators wrote, "smart-TV users may not be aware of the extent to which their televisions are collecting sensitive information about their viewing habits." The letter went on to argue that Samba TV "does not provide sufficient information about its privacy practices to ensure users can make truly informed decisions."

The letter doesn't mean that the FTC will start any new investigations, but it's also a good thing when somebody — anybody — reminds consumer electronics companies that privacy is in fact important, particularly as older, disconnected televisions are replaced by connected sets.

And it also doesn't mean that consumers can drop their guard. We need to user connected devices with the understanding that it's possible — and in fact likely — that someone somewhere is somehow tracking something you're doing with it.

Read the full letter at The New York Times