Ads are everywhere in 2025. They pop up before you pump gas, sneak into streaming shows you already pay for, and crawl across every corner of your phone. Now Samsung wants to bring them someplace new: the front of your refrigerator.
In a statement provided to Android Authority and other tech outlets on Thursday, September 18, the global electronics leader confirmed it is testing a pilot program in the U.S. that puts ads directly on its Family Hub smart fridges, which typically sell for $1,800 and up.
“Samsung is committed to innovation and enhancing everyday value for our home appliance customers,” the company said. “As part of our ongoing efforts to strengthen that value, we are conducting a pilot program to offer promotions and curated advertisements on certain Samsung Family Hub refrigerator models in the U.S. market.”
Samsung confirms its $1,800+ fridges will display ads.Samsung is rolling out a software update to its Family Hub refrigerators in the US, adding promotions and advertisements to the idle display. pic.twitter.com/Y7KnRANFYa
— Pirat_Nation ? (@Pirat_Nation) September 18, 2025The rollout comes through an over-the-network software update, which also includes new Terms of Service and a Privacy Notice. Once installed, ads will appear on the fridge’s Cover Screen—the panel that shows up when the display is idle. Samsung explained that the design of those ads may shift depending on the user’s personalization settings.
ads are coming to a Samsung smart FRIDGE near you!!!! pic.twitter.com/Er1pEEexFT
— Internet of Shit (@internetofshit) September 17, 2025? SIGN UP for Parade's Daily newsletter to get the latest pop culture news & celebrity interviews delivered right to your inbox ?
As for turning them off completely? That’s not really an option right now. Samsung hasn’t announced any kind of universal “disable ads” switch for this pilot.
According to reporting from Tom’s Guide, the only real workarounds are more like compromises. You can change the Cover Screen to Art Mode or a personal photo slideshow, which should keep the ad tiles from popping up. You can also dig through your Samsung account and SmartThings settings to double-check your marketing preferences, though those usually only affect emails or push notifications, not what shows up on the fridge itself.
And sure, you could disconnect the fridge from Wi-Fi altogether, which would likely cut off ad delivery, but it would also wipe out the very features that make a $1,800 smart fridge “smart” in the first place, like shopping list syncs, inside-camera viewing, and voice assistant functions. In other words, you can reduce the ads, but there’s no single button to turn them off across the board.
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While Samsung hasn’t dropped an official press release about fridge ads just yet, the internet didn’t need one to start cracking jokes.
BREAKING: Samsung now streams ads on your $3,000+ smart fridge ?Imagine paying premium prices for appliances... so you can watch commercials while grabbing milk ?The "convenience" of having screens everywhere just became "ads everywhere" Samsung's smart fridge: "Want to…
— LanyTek (@lanytek_invest) September 18, 2025“Watch a 30 second ad to open the fridge to get your insulin or pay for Refrigerator Premium for a reduced-ad experience! Brought to you by Carl’s Jr.!” one person wrote on X (formerly Twitter).
“Coming soon: ads on your toaster, dishwasher and the wall of your bathroom,” another quipped.
“Will I get the fridge at a really discounted rate?” asked a third.
“I just want to grab a Diet Coke from my refrigerator without having to see a Viagra ad. That’s just me,” someone else said.
Of course, not everyone was amused.
Was literally just talking to my wife about how we might consider a family hub fridge for the calendar aspect. And just like that, Samsung has made sure that won’t happen.
— Tom Etzel (@Spetz83) September 18, 2025“This is a kosher hell we’re in,” one commenter wrote. Others worried less about the joke and more about the precedent. “The scary part is while most of us hate this, it sadly will get normalized one day. Take care of your old fridges while you can.” Another added, “Why would I spend almost $2 grand to have ads on my fridge?”
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It’s still not clear exactly which Family Hub models will be included in the pilot or how often the ads will appear once the software update lands. Samsung hasn’t said whether user feedback will influence whether the program expands or gets pulled back, either. But what makes the timing sting is that earlier this year the company told The Verge that under its “Screens Everywhere” initiative, there were no ads on its new AI Home displays—and, at the time, no plans to add them. Fast forward to September, and that script has flipped.
Even so, Samsung isn’t the first tech brand to blur the line between the gadgets you buy and the ad platforms they become. LG rolled out full-screen ads on its smart TVs in 2024, Roku began experimenting with pre-home-screen video ads this spring, and Amazon’s Echo Show devices have long displayed promotions on their default screens. Even Samsung’s own TVs have included sponsored tiles for years.
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