A wave of outrage has erupted after a new “smart restroom” system was unveiled in several U.S. cities, requiring users to watch a 30-second advertisement before receiving access to toilet paper. The futuristic stalls — quickly branded “Black Mirror bathrooms” by critics online — are part of a pilot program promoted by a tech startup partnering with local municipalities. According to The New York Times, the system uses motion sensors and touchscreens that block toilet paper dispensers until the ad is complete.
“You finish the ad, you get your toilet paper,” the company’s CEO told reporters at a launch event. “It’s an opportunity to bring free, clean public restrooms to cities without burdening taxpayers.” But the public was not convinced. Within hours, social media erupted with fury, as users slammed the idea as dehumanizing and humiliating. The Washington Post reported that many critics compared the program to dystopian satire, with one viral post reading: “Late-stage capitalism means you literally have to watch a car commercial to wipe.”
This is real. Public bathrooms that won’t give you toilet paper until you watch a 30-second ad. Black Mirror wasn’t a show. It was a prophecy. — @mattyglesias
The pilot program, currently running in Los Angeles, Chicago, and Miami, has been described by city officials as an “experiment in funding.” Each restroom is free to enter, but once inside, users face a screen that plays advertisements ranging from fast food to insurance products. Only after the spot finishes does the dispenser unlock a limited portion of toilet paper. The Los Angeles Times noted that users can request more, but each additional allotment requires another ad cycle.
Disability rights groups and parents have already filed complaints, saying the technology discriminates against people with urgent medical needs or children who may not understand the system. “This is not innovation — it’s indignity,” one advocate told CNN. “No one should be forced to endure advertising when they are at their most vulnerable.”
Imagine rushing into a bathroom, desperate, and being told: ‘Please enjoy this 30-second pizza commercial before wiping.’ — @joerogan
Supporters of the idea argue that it provides a way to fund and maintain public restrooms, which are often underfunded and poorly maintained. “People complain about dirty bathrooms. Now we’ve found a solution, and they’re still complaining,” one city councilmember told Reuters. The startup behind the project claims the ad revenue will cover cleaning, security, and free Wi-Fi within the facilities.
But critics see it as a grim milestone in the encroachment of advertising into every corner of daily life. The Guardian noted that similar ad-based models have already appeared in smart TVs, elevators, and even refrigerators, but forcing ads into moments of basic bodily necessity feels like a breaking point for many. “There’s something fundamentally cruel about monetizing people’s dignity,” one ethicist said.
Public restrooms with ad-locked toilet paper. This is not innovation. It’s humiliation with a touchscreen. — @stevenbjohnson
City officials say they will monitor feedback before expanding the program further. Already, petitions demanding the removal of the ad-locked toilets have gathered tens of thousands of signatures. Meanwhile, memes mocking the system — from fake “Skip Ad” buttons above dispensers to screenshots of Netflix’s Black Mirror — are flooding feeds worldwide. Business Insider reported that even some advertisers are uneasy, fearing that associating their brands with such a controversial rollout could backfire.
For now, the “Black Mirror bathrooms” remain a surreal reality for those in the pilot cities, a test case for whether Americans are willing to tolerate ads in exchange for public services. Judging by the fury online, it may already be flushing public goodwill down the drain.