Certain Family Hub refrigerators in the U.S. will soon feature promotions and advertisements on their door screens when not in use, Samsung has announced. The rollout, which is being called a pilot program by the company, impacts high-end models that sell for about $1,800 to around $3,500 — adopting ad-supported business models on one of the priciest screens in the home.
What Samsung actually confirmed about Family Hub ads
Some Family Hub devices will display “promotions and curated advertisements” on certain Cover Screen themes when the screen isn’t in use, according to a company spokesperson. Ads can be dismissed, and Samsung claims a dismissed ad will not reappear. The layout of these specials is going to adjust to the personalization of the fridge.
- What Samsung actually confirmed about Family Hub ads
- Where the ads appear, and where they don’t
- Which Family Hub refrigerator models are affected
- Why ads are heading for kitchen screens and when
- Privacy, data, and controls for Samsung’s fridge ads
- What Family Hub owners can do right now about ads
- The bigger smart-home takeaway for connected fridges
It’s worth stressing that not every theme is fair game. Advertisements will be displayed on Weather, Color, and Daily Board Cover Screens. Art and Gallery modes (a popular option for photo slideshows or decor, Samsung says) will be ad-free, Samsung says. That means all they need to do is opt for those themes, and owners can yank ads, at least under the current plan.
Where the ads appear, and where they don’t
The ads will show only when the Family Hub display is not in use; they’re not meant to get in the way of timers, recipes, or anything else you may be doing.
According to what Samsung has signaled, there’s no unified “turn off ads” button at the system level — although, for now at least, nudging things into Art or Gallery modes should mute them. If the fridge is no longer connected to the internet, then the ads should cease — but so will cloud functionality for grocery lists, calendar syncing, and software updates.
Which Family Hub refrigerator models are affected
Samsung does not provide a comprehensive model list for the pilot. The company’s current U.S. Family Hub lineup runs the gamut of different sizes and finishes (including options for French door, four-door flex, or Bespoke) ranging in price from about $1,800 to around $3,500 at full retail. The ad capability is coming through a software update, so it seems possible that Samsung could choose to include any recent Family Hub model on the U.S. channel, as long as it has been updated by the time the trial begins.
Why ads are heading for kitchen screens and when
Driven by narrowed hardware margins, smart device manufacturers have been warming up to advertising and services to keep their business perking. Samsung’s smart TVs already include ad inventory on their home screens and a free streaming service. Roku’s financials have reported that platform revenue — mostly advertising — is growing faster than hardware. The Interactive Advertising Bureau has reported that connected-screen ad spend continues to rise, and appliance screens offer another high-impact surface for the logo-happy marketer.
Refrigerators are a particularly appealing target because they’re used frequently and tend to be located in central, communal areas. Samsung always pitched the Family Hub as a digital command center, so converting idle time into ad space makes sense (though it’s definitely slightly controversial).
Privacy, data, and controls for Samsung’s fridge ads
Ads are dismissible, Samsung says, and will not reappear once dismissed. The company has not specified how granular ad controls will be aside from the type of theme chosen. According to Samsung, owners worried about ad targeting should check out the company’s Privacy Policy and marketing options in their Samsung Account and SmartThings settings. Consumer Reports has long recommended that buyers know what data their connected appliances collect and how long vendors promise to provide them with software support — which is an issue when ad systems arrive in updates.
Just as with smart TVs, contextual signals such as location, time of day, and choice of widgets could dictate the “curated” part of offers. Samsung has not specified if third-party ad partners will be included in the pilot, or what limitations may govern data-sharing. Those details will define how palatable it all feels to households worried about surveillance in the kitchen.
What Family Hub owners can do right now about ads
- Select Art or Gallery mode to keep your Cover Screen clear of advertising.
- Keep a neat, decorative canvas and use personal photo slideshows.
- Go through all marketing and personalization options under the Samsung Account and SmartThings apps.
- If you don’t like ads, consider offline mode, but be prepared to lose cloud features such as voice control, calendar, and updates.
The bigger smart-home takeaway for connected fridges
Appliances have been a purchase-once, predict-the-behavior proposition. The move to online software also means that experiences can evolve after they are installed — or even change, sometimes for the better and sometimes as a means to introduce new monetization. U.S. PIRG and other consumer advocates have cautioned that recurring subscriptions and advertising creep can erode the long-term value of expensive hardware.
The refrigerator ad pilot by Samsung is small-scale today but points to a wider industry trend: if it’s got a screen, a device is ripe for recurring revenue. That means pre-purchase research on software policies is as important for buyers as specs including capacity and compressor warranties. Clearly spelled out controls and transparent data practices, along with truly optional ad experiences, will be the difference between connected convenience still feeling premium — or starting to feel like a billboard on your fridge.
