Samsung Faces Backlash Over Ads on Family Hub Refrigerator Screens
Samsung is under fire after beginning a pilot program that places advertisements on the screens of its Family Hub smart refrigerators in the United States. The move, which turns the company’s high-end appliances into digital ad platforms, has sparked frustration among customers who say it undermines the premium experience they paid for.
The program quietly launched earlier this month through an over-the-air software update pushed to select Family Hub models. The update introduced new Terms of Service and a Privacy Notice, outlining Samsung’s plan to display what it calls “promotions and curated advertisements.” The ads appear on the refrigerator’s Cover Screen – the display that activates when the appliance is idle – but only when users have themes like Weather, Color, or Daily Board selected.
While users can dismiss individual ads, preventing them from reappearing during a campaign, Samsung confirmed there is no way to completely disable advertising. The company clarified that ads will not appear if the Cover Screen is set to Art Mode or configured to display personal photo albums.
In a statement to Android Authority, a Samsung spokesperson defended the initiative as part of its efforts to “enhance value” for consumers.
“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 statement read.
The strategy aligns with Samsung’s broader vision for Samsung Ads, which the company previewed earlier this year during a presentation in New York City. That presentation highlighted a plan to extend ads across its connected ecosystem, from TVs and tablets to home appliances, with the goal of “bringing your brand message to every screen in the connected home.”
The trial will run for several months before Samsung decides whether to expand the program. However, early customer reactions have been overwhelmingly negative.
Reddit threads and online forums quickly filled with complaints once the update rolled out. Some users said the ads were enough to dissuade them from buying Samsung appliances, while others called for boycotts of brands participating in the program. Many criticized the lack of a universal “off switch,” arguing that Samsung is compromising products they purchased outright.
“It feels like losing control of something you’ve already paid full price for,” one user wrote.
The controversy marks a significant test for Samsung’s advertising ambitions, as refrigerators now join its TVs and other smart devices as ad-supported platforms. Whether the company will scale back or double down on the strategy will likely depend on the results of this contentious pilot.
