Samsung’s Family Hub refrigerators typically cost between $1,800 and $3,500.
Samsung Electronics will begin displaying advertisements on the touchscreens of its premium Family Hub refrigerators in the United States, the company confirmed this week, marking further expansion of digital advertising into household appliances.
The South Korean tech giant said it is conducting a pilot program to show “promotions and curated advertisements on certain Samsung Family Hub refrigerator models in the U.S. market” as part of a software update currently rolling out to users.
Family Hub refrigerators typically cost between $1,800 and $3,500, leaving some buyers frustrated that premium-priced appliances could become ad-supported platforms. The refrigerators feature large touchscreen displays designed for household task management and entertainment.
As part of the program, these refrigerators will display “promotions and curated advertisements” on certain Cover Screens when the Family Hub screen is idle, according to Android Authority, which first reported the story after a Reddit user noticed the update in new Terms of Service. The company notes that ads can be dismissed, and dismissed ads will not appear again, but there does not appear to be a way to turn off ads entirely.
Samsung said the advertisements will not display when the cover screen is in Art Mode or showing picture albums. In its initial phase, the company emphasized it will display ads but not collect data about consumer interactions with the advertising content.
“Samsung is committed to innovation and enhancing every day value for our home appliance customers,” a company spokesperson told Fortune. The spokesperson described the initiative as part of ongoing efforts to provide value to customers.
The move aligns with Samsung’s broader “screens everywhere” strategy, which has expanded digital displays across its appliance lineup over the past year. The company also added screens to its Bespoke AI washers and dryers as part of this initiative.
However, Samsung has faced criticism for advertising practices before. The company drew complaints for inserting ads into locally stored content on Samsung smart TVs, including pop-ups that appeared every 20 to 30 minutes.
Samsung has not announced plans to expand the advertising program beyond the current U.S. pilot or indicated when the program might conclude.