Samsung starts showing ads on smart fridges in the US

Samsung

Samsung has begun rolling out a software update to its Family Hub refrigerators in the US that introduces advertisements to the appliance’s screen for the first time. The move comes despite the company previously stating in April that it had “no plans” to bring ads to its smart fridges.

The update is part of what Samsung describes as a pilot programme aimed at “strengthening the value” of owning a Family Hub refrigerator. In a statement to Android Authority, the company said it remains committed to “innovation and enhancing everyday value” for customers, and that the introduction of “promotions and curated advertisements” is an extension of that effort.

As part of the rollout, certain Family Hub models in the US will receive an over-the-network update that includes revised Terms of Service and a Privacy Notice. Ads will appear on the fridge’s Cover Screen, which is displayed when the Family Hub panel is idle. Samsung says the design and format of the ads may vary depending on user personalisation settings, and that no advertisements will appear when the screen is showing Art Mode or photo albums.

Importantly, Samsung notes that the ads can be dismissed. Once removed, the same advertisement will not reappear during the campaign period.

The news first surfaced on Reddit, where many users reacted with disbelief. However, Samsung’s move is not entirely unexpected. The company has long promoted its “screens everywhere” vision for appliances, and it was among the first to introduce advertising on smart TVs over a decade ago. The fridge update is the latest extension of that strategy.

While Samsung frames the change as an attempt to create additional value, the update raises questions about whether users want advertising intruding into household devices. For now, the company is treating the initiative as a pilot, but the direction seems clear: screens in connected appliances are becoming yet another space for ads.