UNITED STATES — Ads are spreading into a new corner of daily life: your refrigerator.
What happened?
Samsung confirmed Thursday that it is running a pilot program in the U.S. that places ads directly on its Family Hub smart fridges, which retail from $1,800 to $3,500.
The ads appear on the fridge’s Cover Screen — the panel that shows when the display is idle. A recent over-the-network update rolled out the feature along with new Terms of Service and a Privacy Notice.
Can you turn them off?
Not really. Samsung hasn’t added a universal disable switch for the ads. Users can:
- Switch the Cover Screen to Art Mode or a photo slideshow to avoid most ads.
- Adjust SmartThings and Samsung account marketing settings, though these usually only affect emails or notifications.
- Disconnect the fridge from Wi-Fi, which blocks ads but also disables smart features like grocery lists, inside cameras, and voice assistants.
According to Samsung, ads can be dismissed during a campaign but will reappear over time.
Why it matters
This move adds to growing frustration about ads creeping into places people already pay for, from gas pumps to paid streaming apps. Now, even a $1,800 refrigerator is no longer ad-free.
Samsung says the change will “enhance everyday value” for customers, but critics argue it undercuts the appeal of expensive smart appliances.
What’s next?
The pilot program is currently limited to the U.S. There’s no timeline yet for expansion to markets like Australia, where Family Hub models can cost nearly AUD $6,000.
For now, Americans who shelled out thousands for a “smart” kitchen upgrade will need to decide whether the fridge is worth keeping connected — ads and all.
