September 19, 2025 – In a move that has sparked a fresh wave of controversy, Samsung has started rolling out a new software update for its smart refrigerators in the United States, as reported by Android Authority yesterday. This update introduces advertisements on the front – facing display screens of certain refrigerator models.
According to the update log, some of the available themes will now feature ads. Users who wish to steer clear of these advertisements are left with only two theme options that currently remain ad – free. At present, it’s unclear which specific Samsung refrigerator models will receive this update.
The update log has come under fire for attempting to paint the introduction of ads as a feature that “brings more value to users.” However, the situation becomes even more concerning when considering the nature of effective advertising. For ads to truly resonate with consumers, personalized delivery is often necessary. This implies that this so – called “service upgrade” is likely to involve the collection of user data.
In response to the media’s inquiries, Samsung issued a statement. The company emphasized its commitment to innovation and enhancing the daily value for its home appliance customers. As part of its ongoing efforts, Samsung is conducting a pilot project to offer promotional and selected advertisements on some Family Hub refrigerator models in the US market.
As part of this pilot, Family Hub refrigerators in the US will receive software updates over the network. These updates will include the terms and conditions (T&C) and privacy notice (PN). The ads will be displayed on the “cover screens” of certain Family Hub refrigerators. The design and format of the ads may vary depending on the personalized options available on the cover screen. Moreover, ads will not be shown when the cover screen is in art mode or displaying a photo album.
There is a silver lining for users, though. Reports indicate that users have the option to manually turn off the ads. Once disabled, the same ad will not reappear during its active period.
This is not the first time Samsung has ventured into placing ads on the screens of its smart home appliances. The company has previously promoted its “screens everywhere” strategy, and as early as 2016, it began inserting advertisements into its smart TVs, setting a precedent that has now extended to smart refrigerators.
