Samsung to start showing ads on its $1,800+ fridges to ‘strengthen the value’ of owning one — has it gone too far?

“And I’m confirming I won’t buy a Samsung fridge if it does,” commented user coldenigma in a viral r/technology thread confirming the ads’ existence — earning more than 11,000 upvotes (1).

Samsung is rolling out a new software update that will show “promotions and curated advertisements” on some of its Family Hub smart refrigerators in the U.S.

The pilot program, first reported on by Android Authority (2), runs ads to certain “Cover Screens” — the default displays that appear when the fridge’s touchscreen goes idle. Ads will appear on themes like Weather, Color, and Daily Board, but not in Art or Gallery modes.

Samsung says it’s all about enhancing value.

“As part of our ongoing efforts to strengthen everyday value for our home appliance customers, we are conducting a pilot program to offer promotions and curated advertisements,” a Samsung spokesperson said in a statement released to 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 (3) 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.

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 history of quietly adding ad placements through software updates. Its smart TVs have long included banners and sponsored tiles, and they're not alone. Amazon’s Echo Show devices also regularly surface promotions and recommendations on their idle screens, as do Amazon's Fire TVs.

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.