Samsung refrigerators in the US is putting ads on the fridges for the first time

Samsung confirmed to Fortune that it will begin showing advertisements and promotions on the screens of its Family Hub refrigerators in the U.S.

“Samsung is committed to innovation and enhancing everyday value for our home appliance customers,” a spokesperson said in a statement. “As part of our ongoing efforts to strengthen that value, we are conducting a pilot program to offer promotions and curated advertisements on select Samsung Family Hub refrigerator models in the U.S. market.”

The Family Hub refrigerator—priced starting at $1,799—is a smart appliance with a touchscreen for household task management and entertainment apps.

As part of a software update, ads will appear on certain refrigerator cover screens when the unit is idle. Users can dismiss specific ads to prevent them from appearing again during that campaign, and no ads will be shown while the screen is in Art Mode or displaying photo albums.

Android Authority first reported the change.

The rollout comes as Americans are exposed to more ads than ever—roughly 500 per day in the 1970s compared to more than 5,000 daily by 2023. Over 90% of digital display advertising is programmatic, using AI to target consumers automatically. But the expansion of programmatic ads has raised privacy concerns, including about smart appliances collecting data, such as smart TVs capturing screenshots of what users watch.

Samsung said that during the first phase of the pilot, Family Hub refrigerators will display ads but will not collect data on consumer interactions. The company stressed that the pilot’s purpose is to gather feedback on the new software features.

Samsung’s ‘screens everywhere’ strategy
While customers may now encounter ads when reaching into their fridge, Samsung loyalists may recognize the company’s broader approach of embedding marketing into multiple devices.

In 2015, Samsung faced criticism for reportedly inserting ads every 20–30 minutes into locally stored content on its smart TVs, including media from third-party services such as Plex and Foxtel. Some users also complained of pop-up ads for “Yahoo Business Interactivity” while streaming. At the time, Samsung said the pop-up was intended to be opt-in only. The company did not immediately respond to Fortune’s request for comment on its current advertising practices.

Over the past year, Samsung has doubled down on its “screens everywhere” initiative, expanding its Bespoke AI features to digital displays on washers and dryers.