Samsung is experimenting with ads for its Family Hub smart refrigerators in the U.S., turning an always-on kitchen screen into a new marketing surface.
The company has now confirmed that a software patch will actually make it possible to serve up “promotions and curated advertisements” on select models, by showing ads on the idle Cover Screen when you’re not actively using your fridge.
The pilot was confirmed by a statement shared with Android Authority, detailing the arrival via an over-the-network update that also delivers “Revised Terms of Service” and a new Privacy Notice.
Ads can be dismissed one at a time and will not appear when the Cover Screen is in Art Mode or displaying photo albums. There is no universal off switch for advertising, however.
The move poses a simple question: why are high-end appliances that cost roughly $1,800 to $3,500 featuring ads now?
The move reflects a broader trend in consumer tech, where device makers are increasingly pursuing recurring revenue on top of hardware sales.
What changes on the Samsung Family Hub cover screen
Samsung Family Hub shows a customizable “Cover Screen” when not in use, switching between widgets, calendars, and photos. Beneath that primer, the surface will be home to ads served by either Google or Samsung, and which Samsung says are “curated” — a hint that they could take formats from brand-based promotions to deals for recipes or services connected through SmartThings.
Notably, the company says ads won’t disrupt Art Mode or user photo galleries, and each ad can be dismissed so that it’s not played again throughout the campaign.
That implies more in the way of frequency caps and campaign windows than loud repetition, though Samsung hasn’t shared specifics on order volumes, ad formats, or targeting criteria.
There’s no sign at launch that the pilot is subsidizing the product’s cost or introducing a discount tier — as was the case with past ad-supported Kindles — so it’s really a test of post-purchase monetization on what is already a premium-priced device.
Why appliance manufacturers want ad dollars
On-device advertising is already a standard feature on connected TVs, streaming platforms, and it’s beginning to creep into operating systems and car dashboards. The reasoning is simple: digital advertising is still a huge business, with the IAB noting that American internet ad revenues have reached more than $200 billion annually. That’s made hardware manufacturers look at the increasingly valuable screens sitting idle in homes for long periods of time — and right where consumers can view promotions with a mere glance.
For appliances, margins can be thin and upgrade cycles long. A screen as a revenue stream — be it from Samsung’s own services or partner campaigns — also helps to flatten the peaks and troughs of hardware sales. It also keeps consumers within the brand’s ecosystem, steering them toward compatible grocery services, recipe apps, or subscription offerings linked to SmartThings.
The risk is reputational. Ads have been tolerated on budget streaming sticks and free services, but pushback tends to spike when ads appear on costly, utilitarian products. That tension will determine whether Samsung continues, grows, or retracts the pilot.
Privacy, consent and the kitchen data wall
Samsung’s update includes updated terms and a privacy notice, in a nod to U.S. state privacy laws and growing regulatory scrutiny. The F.T.C. has cautioned the makers of such connected devices against opaque data practices and tactics called “dark patterns,” while a handful of states, including California and Virginia, have mandated transparency and opt-out mechanisms for certain types of data sharing or targeted advertising.
Consumer Reports has previously called attention to how smart appliances may harvest data beyond basic device telemetry. Although Samsung didn’t explain anything about new data collection that might be specifically related to these fridge ads, the interaction of account data, device usage patterns, and ad delivery will likely receive heightened scrutiny from privacy watchdogs, particularly in a place as personal as the kitchen.
Transparency will matter. Labels, frequency control, and intuitive settings can be the difference between an acceptable pilot feed and backlash that spills over into brand perception across appliances.
How this compares — and why it’s a different-feeling thing
Ads on TV home screens by Roku, Amazon, and LG are now part of the scenery. Microsoft has experimented with ads on panels like this within Windows. And cars are gradually shipping with ad-forward infotainment, too. But a refrigerator is an everyday tool that families tend to purchase for a decade or longer. The communal identity of the kitchen makes surprise marketing feel more invasive than a sponsored tile on TV UI.
That dissonance is heightened by the fact that Family Hub is being sold as part of a premium, design-forward centerpiece. When luxury acquisitions get unbidden advertising, consumers are bound to ask about the value proposition.
What owners can do now to manage fridge advertising
If your Family Hub is part of the pilot, you can customize the Cover Screen to favor Art Mode or photo albums — modes in which Samsung will not show advertisements. You can also ban specific ads from repeating during a campaign. It may be a good idea to check the Terms and Privacy settings in the fridge interface and SmartThings app for updated data preferences.
For those especially wary of on-device ads, segmenting the appliance onto a guest or IoT network, disabling various cloud features, and otherwise putting barriers up can cut down on data flow — though that might also clip the wings of the smart features that were supposed to make it worth its price.
Samsung’s trial is a test case for where internet-connected appliances may be headed. If consumers decide that they’re willing to accept ads in return for meaningful value — smarter grocery integrations, good deals, better privacy controls — the model might work. If not, the kitchen may be the next front where people draw the line at turning everyday implements into billboards.