Samsung fridges with Family Hub displays are about to carry advertising on their idle screens in the U.S., as Samsung moves from selling $1,800-plus premium hardware to testing an ad-supported model starting in September 2025. The placements will surface when the refrigerator’s Cover Screen is idle on certain themes. Samsung says individual placements can be dismissed, but there’s no system-wide disable today. For a product class designed to be opened dozens of times per day, the shift introduces a new, highly visible revenue stream—and a fresh set of questions about consent, targeting, and the value proposition for owners of premium appliances.

Key Takeaways

– shows a U.S. pilot begins in September 2025, placing promotions on idle Cover Screens of select Family Hub Samsung fridges via updates. – reveals nine Family Hub models priced $1,800 to $3,500 are eligible, though Samsung withheld the model list and any ad-targeting specifics. – demonstrates ads appear on three themes—Weather, Color, Daily Board—while two themes—Art and Gallery—stay ad-free; dismissed ads reportedly do not reappear. – indicates users can dismiss ads but cannot fully disable them during the September 2025 pilot delivered via over-the-network software updates. – suggests new Terms and a Privacy Notice accompany the $1,800+ rollout, positioning ads as recurring-revenue tests amid mounting backlash over premium appliances.

Samsung fridges pilot: what happens in September 2025

Samsung confirmed a U.S. pilot beginning in September 2025 to push “promotions and curated advertisements” to select Family Hub refrigerator Cover Screens via an over-the-network software update to the devices. [1]

In a September 18, 2025 statement, the company again acknowledged the pilot and noted that nine Family Hub models carry MSRPs of $1,800 to $3,500, while declining to specify exactly which units or any ad-targeting details. [2]

The company’s timing underscores a strategic pivot. Ads on connected screens have crept from phones and TVs to cars and now kitchens, where dwell time is high and attention is frequent but fragmented. Samsung is testing whether that attention can be monetized without materially eroding brand trust in a flagship appliance line. The U.S.-only pilot gives the firm a controlled launchpad to study engagement, complaints, and churn, as well as the operational realities of pushing promotions to devices that sit at the center of household routines.

How ads will appear on Samsung fridges

According to Samsung’s rollout notes, ads surface only when the Cover Screen is idle on three themes—Weather, Color, and Daily Board—while two themes, Art and Gallery, remain ad‑free; the over‑the‑network update also brings new Terms and a Privacy Notice, and dismissed ads reportedly will not reappear during the campaign. [5]

In plain terms, the refrigerator won’t interrupt active use. But when the screen rests on one of the three supported themes, a tile or banner can occupy valuable visual real estate until dismissed. For households that use Weather or Daily Board for quick glances, the advertising could become a routine fixture. Conversely, choosing Art or Gallery provides an immediate—and currently sanctioned—way to reduce exposure. The mechanics signal Samsung’s attempt to bound the experience while still capturing impressions on the most commonly idled screens.

Pricing, models, and the $1,800–$3,500 question

The reported price range matters. Owners paying $1,800 to $3,500 for a Family Hub refrigerator reasonably expect the software experience to match the premium hardware. That nine models sit in this band spells a broad, not niche, footprint. If the pilot converts into a permanent feature, the ad-supported experience would not be confined to an entry-tier SKU; it would stretch across much of the Family Hub portfolio. For a category where replacement cycles exceed seven years, that change could shape everyday interactions across millions of household-years.

The dollar figures also contextualize the business case. At a $2,500 mid-point, even a modest ad yield could make a noticeable contribution to lifetime value if engagement is high. Yet that calculus collides with customer perception; the higher the MSRP, the lower the tolerance for ad load. Samsung appears to be rationing risk by keeping ads to idle screens and specifying ad-free themes, signaling awareness that the line between helpful promotions and intrusive clutter is thin.

Control, opt-out, and privacy implications

Early owner reports describe ad tiles appearing after a recent software update, and while users can dismiss placements, there is currently no full disable option; Samsung frames the change as a pilot meant to test partner placements and recurring revenue. [3]

“Dismissible” is not the same as “opt-out.” The absence of a global off switch means consent is largely inferred by continued use of eligible themes during the pilot. The addition of new Terms and a Privacy Notice suggests changes to data handling or at least to permissible uses, though Samsung has not shared targeting specifics. Owners should read any updated agreements closely and watch for new dashboard controls or toggles. Even without deterministic targeting, impression logs, theme usage, and time-of-day interactions are potentially valuable signals.

Why smart appliance ads are accelerating now

Smart appliances have become screens with sensors. In a mature smartphone market, hardware makers search for recurring revenue that scales with installed base rather than annual unit sales. An always-on, Wi‑Fi‑connected display at eye level delivers impressions with no battery constraints and predictable viewing patterns. It’s a tempting canvas, especially when TV ad budgets are fragmenting, and first-party device data can supplement campaign measurement.

At the same time, platform economics are changing. Energy costs, cloud services, and software maintenance compress margins long after the initial sale. A refrigerator’s UI requires updates for years; a pilot that subsidizes those costs via promotions is financially logical. The risk is not technical—it’s reputational. Few consumer categories evoke stronger brand loyalty than home appliances, and missteps on privacy or ad load can trigger costly switch decisions at the next remodel or when a compressor fails.

Consumer sentiment and brand-risk calculus

In public statements on September 18, Samsung said the trial aims at “enhancing everyday value,” but coverage has also documented immediate consumer backlash to commercials on premium appliances priced $1,800 and up. [4]

The brand equation is delicate. Customers buy a refrigerator for reliability, design, and quiet utility—not to become an audience. If ad loads remain light, theme-based controls are respected, and privacy terms are explicit, the pilot may normalize quickly. If owners feel pressured to choose specific themes or if ad formats grow more animated or frequent, resistance could cement. Competitors are watching: a perceived overreach by a category leader can freeze rivals’ ambitions or, conversely, open the market if buyers vote with wallets toward ad-free alternatives.

What owners can do today and what to monitor next

If you want to minimize exposure during the pilot, switch the Cover Screen to Art or Gallery and avoid idling on Weather, Color, or Daily Board. Dismiss any placements promptly when they appear. Review the updated Terms and Privacy Notice before accepting; note any consent boxes tied to personalization. After updating, recheck device settings for newly added privacy controls. Households with children should consider whether child profiles or screen-time settings affect the Cover Screen.

Monitor how often placements appear, whether formats change, and if ad-free themes stay sacrosanct. Watch for any expansion in themes, geographies, or model eligibility, as well as the appearance of an explicit opt-out. Retailers and installers may begin fielding questions about ad behavior; document your model number and software version if you contact support. If the pilot graduates into policy, expect carriers and big-box sellers to add disclosures at point of sale, and for return policies to factor into consumer decisions.

How Samsung could measure “success” without losing kitchen trust

The pilot’s metrics are predictable: impressions per idle hour, dismiss rates, theme mix, and owners’ propensity to switch to ad-free themes. If owners migrate en masse to Art or Gallery, Samsung will learn that ad load must stay strictly opt-in, perhaps even limited to “sponsored” art frames rather than tiles on utility views. If, however, dismiss rates are low and complaint volumes manageable, ad inventory will look viable—especially for grocers, CPG brands, and meal-kit sponsors seeking context-rich kitchen moments.

There’s a path to a middle ground. Clear opt-outs, transparent data use, tasteful creative, and narrow frequency caps could let Samsung monetize screens while preserving trust. Extending ad-free guarantees to more themes, or offering a paid ad-free setting, would also signal respect for buyers of $1,800–$3,500 hardware. The next six months will reveal whether “enhancing everyday value” resonates—or reads as a euphemism for turning kitchens into billboards.

Sources:

[1] Android Authority – Samsung confirms its $1,800+ fridges will start showing you ads: www.androidauthority.com/samsung-confirms-smart-refrigerator-ads-are-coming-3598848/” target=”_blank” rel=”nofollow noopener noreferrer”>https://www.androidauthority.com/samsung-confirms-smart-refrigerator-ads-are-coming-3598848/

[2] Ars Technica – Software update shoves ads onto Samsung’s pricey fridges: https://arstechnica.com/gadgets/2025/09/samsung-forces-ads-onto-fridges-is-a-bad-sign-for-other-appliances/ [3] Tom’s Guide – Samsung’s smart fridge will start showing ads – and you can’t disable them: www.tomsguide.com/home/home-appliances/samsungs-smart-fridge-will-start-showing-ads-and-you-cant-disable-them” target=”_blank” rel=”nofollow noopener noreferrer”>https://www.tomsguide.com/home/home-appliances/samsungs-smart-fridge-will-start-showing-ads-and-you-cant-disable-them

[4] Parade – Your $1,800 Samsung Fridge Could Start Showing Ads: https://parade.com/news/your-1800-samsung-fridge-could-start-showing-ads [5] TechTimes – Samsung’s Smart Fridges Could Soon Blast You With Ads — But Users Have Already Found a Genius Hack: www.techtimes.com/articles/312012/20250920/samsungs-smart-fridges-could-soon-blast-you-ads-users-have-already-found-genius-hack.htm” target=”_blank” rel=”nofollow noopener noreferrer”>https://www.techtimes.com/articles/312012/20250920/samsungs-smart-fridges-could-soon-blast-you-ads-users-have-already-found-genius-hack.htm

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