Samsung is now placing advertisements on its Family Hub refrigerators in the US, marking a controversial shift for its high-end smart appliances.
TLDR:
- Samsung rolled out a software update adding ads to Family Hub smart fridge Cover Screens.
- This move contradicts Samsung’s previous claim that it had “no plans” to include advertisements.
- Ads can be dismissed individually, but there’s currently no way to turn them off entirely.
- The update has sparked user backlash over privacy concerns and the monetization of expensive appliances.
What Happened?
Samsung has quietly launched a pilot program that displays promotions and curated advertisements on the idle Cover Screens of its Family Hub smart refrigerators. The update began rolling out across the US earlier this week and brings along new Terms of Service and a Privacy Notice, reflecting the changes in how the fridge interfaces will now be used.
Samsung Adds Ads to Your Fridge Screens
The new feature is part of Samsung’s broader “screens everywhere” strategy, which aims to integrate digital content more deeply into home appliances. According to the company, the goal is to “strengthen the value” of owning a Samsung smart fridge. However, that messaging hasn’t landed well with many users.
Samsung confirmed the rollout in a statement, saying it is currently limited to the U.S. market as a pilot program. Ads will show up on the Cover Screen when the fridge is idle, but not when displaying Art Mode or Gallery themes. Instead, they’ll appear in modes like Weather, Color, and Daily Board.
Here’s what the update includes:
- Ads only appear when the Cover Screen is idle and not in Art or Gallery mode.
- Formats vary based on user personalization settings.
- Ads can be dismissed individually, which prevents the same one from reappearing during the campaign.
- Users must agree to new Terms of Service and Privacy Policy when the update installs.
Users React with Skepticism and Frustration
News of the ads spread quickly, especially after screenshots appeared on Reddit, with many expressing disbelief and frustration. After all, Samsung’s Family Hub fridges are premium products, starting at around $1,799 and reaching up to $3,399.
Samsung putting ads on your fridge
byu/angrycatmeowmeow insamsung
Making matters worse, Samsung previously claimed it had no plans to introduce ads on these smart interfaces. In April 2025, Jeong Seung Moon, head of R&D for Samsung’s Digital Appliances Business, told The Verge: “Currently, we do not place ads on our screens, and we do not have plans regarding the inclusion of advertisements on AI Home screens.”
This apparent reversal has fueled concerns over trust, user consent, and privacy. Some customers are worried that their expensive kitchen appliances are being turned into ad platforms without adequate notice or opt-out mechanisms.
What TechKV Thinks?
Honestly, this feels like a classic case of value dilution disguised as innovation. I get that companies want to monetize wherever they can, but turning a $3,000 fridge into an ad screen just doesn’t sit right. When people pay premium prices, they expect premium experiences, not promotional clutter.
It also sets a worrying precedent. If Samsung can do this with fridges, what’s stopping them from putting ads on your washing machine or microwave next? Smart devices are meant to offer convenience, not extract more attention. And while the ads can be dismissed, that doesn’t change the principle: users didn’t sign up for this when they bought their appliances.
