Samsung has confirmed that its high-end smart refrigerators — some models priced at over $1,800 — will soon begin displaying advertisements directly on their touchscreens, igniting a wave of frustration among customers who say they never signed up to have their kitchens turned into billboards. In a statement to The Verge, the tech giant defended the move as part of a “personalized content experience,” but consumer advocates warn it could set a troubling precedent for expensive appliances that people already paid premium prices to own.
The new feature will roll out via a software update to Samsung’s Family Hub refrigerators, which come equipped with large digital screens used for calendars, recipes, music, and smart home controls. Now, those same screens will also host rotating advertisements — from grocery delivery services to recipe sponsorships — tailored based on user activity. Engadget reported that users won’t be able to fully opt out, though Samsung claims the ads will be “non-intrusive” and “relevant.”
Samsung is officially putting ads on $1,800+ fridges. Yes, even your groceries will now come with commercials. — @verge
Reactions online were swift and overwhelmingly negative. “I didn’t pay nearly $2,000 for a fridge just to be force-fed ads while grabbing milk,” one user fumed on Reddit. Others vowed to boycott Samsung appliances altogether. According to CNN, hashtags like #AdFreeKitchen and #SamsungGreed began trending within hours of the announcement.
Consumer rights groups blasted the decision as exploitative. “This is double-dipping,” said one advocate interviewed by The Washington Post. “Customers already paid a premium for the product. To then force ads into their homes is a violation of trust.” The controversy echoes backlash to similar moves by Amazon and Roku, which have increasingly turned devices into ad platforms long after purchase.
You can’t even escape ads in your fridge now. Late-stage capitalism has officially entered the kitchen. — @mattyglesias
Samsung, however, insists the change will benefit users. In an interview with Reuters, a company spokesperson argued that the ads would provide “useful offers and meal suggestions” that align with family shopping habits. The company emphasized that privacy safeguards would be in place and that no “sensitive household data” would be shared with advertisers. Still, skepticism remains high, with critics pointing to Samsung’s history of aggressive data collection through its smart TVs and appliances.
Tech analysts say the move is part of a broader industry trend where consumer hardware becomes subsidized by advertising revenue — even at premium price points. The Wall Street Journal noted that Samsung’s appliance division is facing slowing growth, pushing the company to find new revenue streams in digital services. By converting its fridges into ad delivery platforms, Samsung hopes to lock customers deeper into its ecosystem of apps and services.
Samsung’s $1,800 fridge now comes with “personalized” ads. At what point do we own anything anymore? — @edzitron
The backlash is already fueling calls for legislation. Lawmakers in Europe and the U.S. have previously scrutinized “after-purchase monetization” practices, and critics argue this could reignite regulatory efforts to curb invasive advertising in consumer electronics. “When you buy an appliance, you should own it outright,” Senator Elizabeth Warren said in a statement to Politico. “This pay-to-play model is unfair and deceptive.”
For now, consumers are left wondering if the kitchen — once a refuge from screens — will become the latest front line in the battle against corporate advertising. With Samsung confirming the rollout, the only question is whether frustrated buyers will adapt, revolt, or simply choose a different brand when it’s time for their next appliance upgrade.
