You approach your refrigerator to get milk, and you’re met with an advertisement shining from the door.
This is precisely the situation Samsung users worried about when screenshots (1) surfaced on Reddit earlier in September, hinting that a future software update for certain Samsung refrigerators might introduce advertisements on their displays. Samsung has now verified that this is, in fact, happening.
User coldenigma declared in a popular r/technology discussion about the presence of advertisements that they would not purchase a Samsung refrigerator if it contained them, a statement that garnered over 11,000 upvotes (2).
Samsung is releasing a fresh software update for certain Family Hub smart refrigerators in the United States, which will display “promotions and curated advertisements.”
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The initial trial run, which was initially brought to light byAndroid Authority(3) Advertisements will be displayed on specific “Cover Screens,” which are the standard displays that show up when the refrigerator’s touchscreen is not in use. These ads will be visible on themes such as Weather, Color, and Daily Board, but they will not appear in Art or Gallery modes.
Samsung says it’s all about enhancing value.
A Samsung representative stated that, “We’re running a trial program with special deals and tailored ads as part of our continuous work to improve the value we provide to our home appliance users.”Android Authority.
To consumers, that’s cold comfort when you have an $1,800 refrigerator that’s now selling your attention back to you.
A fridge full of ads — and frustration
Looking across user reactions on Reddit and X, many compared the move to Samsung’s earlier decision to include ads on its smart TVs. Many called it “dystopian,” “greedy,” or simply “the last straw.” Others worried that these ads could lead to more data collection or tracking inside their own kitchens.
Their worries aren’t without merit. In late 2024, The Verge (4) reported on Samsung’s “Screens Everywhere” initiative — a push to embed touch displays into nearly every home appliance, from washers and dryers to wall ovens.
At the time, Samsung’s head of R&D for digital appliances, Jeong Seung Moon, assured Jennifer Patterson Tuohy from The Verge that there were “no plans to include advertisements on AI Home screens.” Those displays, he said, were meant to make home management more intuitive and accessible — not commercial.
Less than a year later, that promise seems to have expired like milk in a broken refrigerator. The fridge ads may technically be part of an older Family Hub model, but they show how quickly “screens everywhere” can be turned into “ads everywhere” with a simple software update.
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What it means for consumers
Smart appliances have always balanced convenience and control. But Samsung’s latest move raises a question that hits closer to home: When your fridge’s interface can change overnight, do you really own it?
Samsung has a track record of sneaking in advertisements via software updates. Their smart TVs, like those of some competitors, have featured banners and sponsored content for a while. Amazon’s Echo Show and Fire TV devices also display ads and suggestions when not in use.
This trend also isn’t limited to appliances or smart devices — even automakers like Toyota, Jeep, Dodge have started to include advertisements or upsells on their cars’ center console screens.
It blurs the line between what you purchase and what you lease. Even if you pay thousands for hardware, companies can still modify the experience with quick software updates to create new revenue streams.
For consumers, that means two things:
- You might end up paying premium prices for devices that end up monetizing your attention.
- Privacy and user control will depend more on software terms than on ownership rights.
Smart home customers become the product
Smart homes promise convenience but increasingly, they’re also selling access to your daily life.
Samsung says this ad rollout is a limited test. But once a company learns it can turn idle screens into revenue, it’s rare for those ads to disappear.
For now, the ads can be dismissed, and “Art Mode” remains safe. But for many buyers, that misses the point. A fridge should cool your groceries, not serve you campaigns.
If your $1,800-plus appliance can now run ads, what’s next? A washer that sells you Ozempic commercials between cycles?
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Article sources
We rely only on vetted sources and credible third-party reporting. For details, see our editorial ethics and guidelines.
Reddit (1, 2); Android Authority (3); The Verge (4).
This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
