Samsung is rolling out a software update to its Family Hub refrigerators in the U.S. that introduces advertisements directly onto fridge screens — a move that has sparked backlash among customers.
The company confirmed that the update will deliver “promotions and curated advertisements” to certain Family Hub models. Ads will appear on the refrigerator’s Cover Screen when idle, but will not show up when displaying Art Mode or personal photo albums. Users can also dismiss specific ads so they don’t reappear during the campaign period.
Samsung described the initiative as a pilot program intended to “strengthen the value” of owning its smart appliances. In a statement to Android Authority, the company said:
“As part of our ongoing efforts to strengthen that value, we are conducting a pilot program to offer promotions and curated advertisements on certain Samsung Family Hub refrigerator models in the U.S. market.”
The announcement has raised eyebrows among consumers, with many expressing frustration on Reddit. The skepticism comes in part because Samsung told The Verge in April that it had “no plans” to place ads on its fridges.
Still, the move is not without precedent. Samsung introduced advertisements on its smart TVs nearly a decade ago as part of its broader “screens everywhere” strategy, and industry observers have long suspected its connected appliances might follow suit.
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