Samsung’s smart fridges now display ads — but users can choose to opt out

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Samsung Electronics has rolled out a software update that allows its range of Family Hub smart refrigerators to display advertisements and product recommendations directly on their touchscreen panels.

The update integrates Samsung’s SmartThings ecosystem with a new ad-supported interface, displaying non-intrusive content such as recipe suggestions, meal-planning tools, and grocery promotions. These ads are designed to appear contextually — for example, suggesting beverages when the temperature is set lower or promoting ingredients for saved recipes.

Samsung clarified that users will have full control over the feature, including the ability to opt out of targeted advertising entirely. The data used for personalisation, the company said, will remain on-device or anonymised, aligning with privacy standards such as GDPR and India’s DPDP Act.

The move reflects Samsung’s broader strategy to monetise its connected home ecosystem while enhancing user convenience through AI-assisted recommendations. However, some analysts have raised concerns over “advertising creep” in household devices — a growing trend across consumer tech.

Samsung officials defended the feature, stating that it is “meant to enhance, not disrupt” user experience, adding that ad revenue will help subsidise smart features and ongoing software innovation.

Industry observers note that the development mirrors similar moves by Amazon and Google, which have integrated subtle, opt-in advertising within connected home interfaces.