Software update shoves ads onto Samsung’s pricey fridges

Days after someone revealed the news on social media, Samsung confirmed today that it is showing advertisements on some US customers’ smart fridges. Samsung said the ads showing on some Family Hub-series fridges are part of a pilot program, but we suspect that they may become more permanent additions to Samsung fridges and/or other types of screen-equipped smart home appliances.

In a statement sent to Ars Technica, Samsung confirmed that it is “conducting a pilot program to offer promotions and curated advertisements on certain Samsung Family Hub refrigerator models in the US market.”

Samsung currently lists nine Family Hub refrigerators in the US, which have MSRPs ranging from $1,800 to $3,500. Family Hub fridges have 21.5- or 32-inch screens, which, until now, users have had autonomy over for displaying helpful or fun things, like photos and videos, memos, weather, timers, and a web browser. Some of those abilities require a Wi-Fi connection or a Samsung account.

Now, Samsung is commandeering some of the screens already set up in homes to display ads. As Samsung’s rep explained:

As a part of this pilot program, Family Hub refrigerators in the US will receive an over-the-network (OTN) software update with Terms of Service (T&C) and Privacy Notice (PN). Advertising will appear on certain Family Hub refrigerator Cover Screens. The Cover Screen appears when a Family Hub screen is idle. Ad design format may change depending on Family Hub personalization options for the Cover Screen, and advertising will not appear when Cover Screen displays Art Mode or picture albums.

If a user doesn’t like a particular ad, they can remove it so that they won’t see the ad “again during the campaign period,” Samsung’s rep noted.

Samsung declined to respond to specific questions sent about the pilot program, including which fridge models are affected and its response to customers who may be irked that their expensive appliance is suddenly showing ads.

Samsung hasn't been particularly forthcoming about the program, which appears to have been publicly disclosed for the first time by a Reddit user, as spotted by SamMobile.